By A Correspondent
The Indian Institute of Human Brands (IIHB) has released its Tiara Research Report on Celebrities as Human Brands. The Report was released by the Coach of the Indian Cricket team, Ravi Shastri and Dr Sandeep Goyal, Chief Mentor of the IIHB on Dussehra day in Mumbai.
Said Dr Goyal: “The sample size of the TIARA Report is 25% bigger than the universe of TRP data collection currently being done by BARC. Our respondent base is 60,000; while BARC only covers 44,000 respondent homes. So, the study is comprehensive and representative of the entire India market. We have covered 23 cities. No study on celebrities hitherto has been so detailed and exhaustive. We have used 64 active attributes in the analysis of every single celebrity. Totally, there are over 100 data points that have been used in the analysis. This report, for the first time provides a DNA analysis of almost every prominent celebrity in the country. More importantly, our proprietary tools allow cross comparisons across celebrities, across attributes, across demographics, across cities, and more.”
INDIA’S MOST BEAUTIFUL
Deepika Padukone is India’s Most Beautiful. She scores 59.9 on the TIARA ratings. Padukone is way ahead of Aishwarya Rai Bachchan who leads the list of beautiful ladies in Bollywood, with a score of 45.0. In Television, Divyanka Tripathi Dahiya top scores with 39.1 TIARA ratings. Cricketer Mithali Raj has been voted Most Beautiful.
INDIA’S MOST GLAMOROUS
Deepika Padukone is also India’s Most Glamorous with a top score 60.3. In Bollywood, Priyanka Chopra and Ranbir Kapoor are seen to have the highest glamour quotient. In Television, Rannvijay Singh and Shilpa Shetty are top rated on glamour. In Sports, Virat Kohli and Sania Mirza occupy the top ranks. As a couple, Virushka are most glamorous.
INDIA’S MOST INNOVATIVE
Retired Indian Captain MS Dhoni is seen to be India’s Most Innovative. He top scores with a TIARA rating of 59.7. In Bollywood, Ayushmann Khurrana is easily No.1 in males, while Deepika Padukone leads on innovation amongst females. AR Rehman top scores in Television, Bharti Singh excels at top spot amongst women. Virat Kohli and Smriti Mandhana top score amongst sportspersons. DeepVeer – Deepika + Ranveer are the Most Innovative power couple.
INDIA’S MOST RELIABLE
Shuttler Saina Nehwal is rated as India’s Most Reliable with a high 69.0 TIARA rating. In Bollywood, old warhorse Anil Kapoor ranks at No.1 while Nushrat Bharucha is top amongst the females. Zakir Khan and Surbhi Chandna are in top places in Television. Sachin Tendulkar and Harmanpreet Kaur are rated best in Sports while Virushka are rated the Most Reliable amongst couples.
INDIA’S MOST PROGRESSIVE
Vikrant Massey who was recently in the lead role in Ginny weds Sunny, is rated as India’s Most Progressive, surprisingly ahead of Ayushmann Khurrana who sits on top in the Bollywood list, alongside Deepika Padukone. In Television, Dharmesh Yelande and Mouni Roy top on Progressive. Jasprit Bumrah and Sania Mirza score best on Progressive amongst those in Sports. Virat Kohli and Anushka Sharma top score as a couple on Progressive.
Other category toppers include:
INDIA’S MOST RESPECTED : Amitabh Bachchan
INDIA’S MOST APPEALING : Akshay Kumar
INDIA’S MOST TRENDY : Virat Kohli
INDIA’S MOST DISTINCTIVE : Nawazuddin Siddiqui
INDIA’S MOST VERSATILE : Nawazuddin Siddiqui
INDIA’S NO.1 HEART-THROB : Ranbir Kapoor
INDIA’S MOST SEDUCTIVE : Radhika Apte
INDIA’S MOST SEXY : Priyanka Chopra
INDIA’S MOST DOWN TO EARTH : MS Dhoni
INDIA’S MOST FEARLESS: Virat Kohli
About the Tiara Report:
The TIARA Report, notes a communique, is the largest and most comprehensive study of celebrities in India.
• A sample size of 60,000 respondents pa- India.
• 23 cities (Delhi including NCR), Mumbai (including Thane), Chennai, Kolkata, Bangalore, Hyderabad, Ahmedabad, Surat, Pune (including Pimpri and Chinchwad), Jaipur, Lucknow, Kanpur, Nagpur, Vishakhapatnam, Indore, Bhopal, Patna, Vadodara, Ghaziabad, Ludhiana and Agra.
• 180 celebrities : 69 from Bollywood (37 male, 32 female); 67 from Television (46 male, 21 female), 37 from Sports (30 male, 7 female), and 7 celebrity ‘power couples’.
• The field study was conducted by Japanese research agency Rakuten.
Tiara is an acronym for Trust, Identify, Attractive, Respect and Appeal. The study uses the research data across 64 active attributes covering image, personality and human factors; and a battery of confirmatory statements to quantify key celebrity dimensions.
TIARA Research Final-Online