A Initiative
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Reason, Methodology and Conduct
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Executive Summary
Currency for an almost Rs. 1000Cr endorsement +
WHY industry that currently works on gut & anecdotal learning
Industry’s first large scale research that periodically tracks Celebrity Power
WHAT on factors more than just popularity
A partnership of 2 leaders, PTM & Hansa, in the Talent & Research
WHO space, to grow the industry and create knowledge
A pan-India track of more than 400 celebrities over 10800
HOW respondents across 2 waves annually
Advertisers who currently use or are considering using
FOR WHOM talent for their ATL/ BTL initiatives
HOW MUCH Annual subscription of 10.8 Lakhs
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Why CelebTrackTM?
The purpose
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Endorsements – a high stake game
Lack of numeric data & objectivity leads to selection largely on
gut feel
Personality fit of star with brand is subjective
Trade-off between popularity & personality association for the
brand
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C
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R
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N
C
Y
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Science
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Yardstick

We want to be
IRS
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What?
Research Coverage
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Widest, largest, deepest
celeb research in the world
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A first ever research of such
magnitude to measure Celebrity
Power

Measures Celebrity Power not just on popularity
Popularity
Recognition and Likeability
Media Presence Image Attributes
Width and quality of CPS To enable scientific mapping
exposure in the media of brand & star attributes
Power of Persuasion Over Exposure
Celebrity influence over a
Fatigue factor
category/ brand
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All scores merge
Celebrity
Power
Score
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Celeb Power Score
• CPS = f [Popularity + Image + Persuasion Power + Media Presence -
Overexposure]
Popularity = f [Recognition + Likeability]
Overall Image = f [Trust/Reliability + 24 other attributes]
Persuasion power = f [General + category persuasion power]
Media Presence = f [Reach index + Space Index]
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The standard weights
Parameter Sub-parameter Sub-weight Weight
Popularity Recognition 33 50
Likability 17
Image 11 physical 8.8 20
14 character 11.2
Persuasion General 8 20
6 category specific 12
Media Presence Exposure 4 10
Tonality 6
Celeb Power Score 100
Less : Over-exposure (17)
Software allows user-defined weights
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Image parameters - physical
• Macho/Feminine • Glamorous
• Sexy • Cute
• Stylish/Trendy • Cool
• Handsome/Beautiful • Energetic
• Youthful • Healthy/Fit
• Tough/Has stamina
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Image parameters - Character
• Global • Trustworthy
• Family Oriented • Funny/Humourous
• Youthful • Bold/Daring
• Intelligent • Innovative/Creative
• Techsavvy • Dynamic
• Modern • Grounded/Humble
• Distinguished/Classy • Savvy/Astute
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Power of Persuasion by category
Health and Fitness Convenience
products
Electronic products/ Indulgence products
Home Appliances (Once in a while)
Cosmetics/ Security for future
Beauty products (for you and family)
General
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Covers celebs from..
Films
Music
Television
Other Sports
Cricket
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• Nationally
• Regionally Representing most of India
• Locally
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The leaders
-To grow the industry
-To create knowledge
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How?
The Methodology
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3 step, 4 month process
Drawing up of list of 150+ celebrities per market
1 [Individual & Group ranking from experts and consumers of entertainment]
Quantitative Secondary data
2 Primary Research
[face to face interviews]
from Eikona, TAM
3 Validation, Tabulation, Software adaptation
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Over 6000 respondents for Round I
States Town Classes &Towns Covered Centres Reported Sample States Town Classes &Towns Covered Centers Reported Sample
Mumbai Nashik Mumbai Chennai Salem Chennai
Rest of Maha- Coimbatore Tiruchirappalli
Maharashtra Nagpur Aurangabad rashtra 830 Rest of TN
TN Madurai 812
Ahmedabad Vadodara
Gujarat Hyderabad
Hyderabad Guntur
Gujarat Surat 430
Vijayawada Warangal
Kolkata Rest of AP
West Bengal AP Visakhapatnam 928
West Bengal Asansol 477
Delhi Lucknow Delhi
Ludhiana Chandigarh
Punjab Patna Ghaziabad
Punjab Amritsar 383
Faridabad Durg-Bhilai
Bangalore Rest of Hindi
Karnataka Indore Ranchi Belt
Karnataka Mysore 420
Jaipur Jodhpur
Kochi Trivandrum Hindi
Kerala Belt Kanpur Gwalior 1521
Kerala Kozikhode 435
6236 respondents across 39 towns
9 Markets, 14 reporting units
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State of the art software

For WHOM?
The beneficiaries
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Corporates Celebrities
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Who amongst Corporates / Brands
• Who have used celebrities in the past or use them
currently
• Have competition that uses celebrities
• Have a Multi-brand portfolio
• Use local activation and promotions
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Charter Subscribers
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Why Celebrities?
• For knowing their ranking and relative strengths
• For tracking progress
• For pricing themselves for endorsements, appearances
• For competitive intelligence

How much?
10.8 Lakhs per year*
Cuts and chops available
A fraction of what brands spend on ambassadors
And then on media behind ads featuring them
*+Taxes
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End of Document
Annex Follows
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