By A Correspondent
Leading Bollywood star Katrina Kaif has emerged as the most powerful endorser amongst celebrities. This was determined by a celebrity-brand association recall study conducted by Ormax Media to measure the brand association of Salman Khan, Kareena Kapoor, Katrina Kaif, MS Dhoni and Sachin Tendulkar with the various brands they endorse.
The table below gives the association score of various celebrities with specific brands. The score is a measure of the strength of the association. 13 brand-celebrity combinations crossed an association score of 15. Katrina Kaif takes three out of the top four slots, with Slice being a clear leader. In contrast, the most popular male Bollywood star today, Salman Khan, has only brand (Wheel) making the cut, though Ormax Media believes this is because Salman remains a very selective endorser and most of his endorsements started only recently.
| Brand | Celebrity | Association Score |
| Slice | Katrina Kaif | 45 |
| Boost | Sachin Tendulkar | 32 |
| Lux | Katrina Kaif | 28 |
| Veet | Katrina Kaif | 25 |
| Pepsi | MS Dhoni | 23 |
| Limca | Kareena Kapoor | 23 |
| Head & Shoulders | Kareena Kapoor | 21 |
| Lays | MS Dhoni | 21 |
| Pepsi | Sachin Tendulkar | 18 |
| Aircel | MS Dhoni | 17 |
| Boroplus | Kareena Kapoor | 16 |
| Olay | Katrina Kaif | 16 |
| Wheel | Salman Khan | 16 |
The study was done among a total of 1000 respondents across 16 markets. TG was Males and Females, 15-34 yrs. Ormax Media plans to cover other celebrity endorsers such as Shahrukh Khan, Akshay Kumar, Priyanka Chopra and Virat Kohli in the next round of the celebrity association track.