MUMBAI: Chennai Super Kings’ captain Mahendra Singh Dhoni has emerged on top of the list among celebrities while E-learning firm BYJU’S was the most recalled brand, in the ongoing Indian Premier League.
These are the findings of a survey conducted by the Indian Institute of Human Brands (IIHB) on recall value among celebrities and associated brands. In the survey, Dhoni was followed by Royal Challengers Bangalore captain Virat Kohli, and Bollywood actors Akshay Kumar and Ayushmann Khurrana.
Among brands, online food delivery platform Swiggy, auto brands Mahindra Thar, Tata Altroz and online learning firm UpGrad ranked highest for those that did not use a celebrity in their IPL advertising. Despite heavy media weights (frequency of ads run during the matches), telecom firm Vi was not spontaneously recalled.
In the telephonic survey conducted on 4 October, a total of 892 respondents were approached during the day to check recall of brands, celebrities and messaging. Among total respondents, 59% were males and 41% females aged between 15 and 35 years. Based on feedback, IIHB re-activated its CELEBAR tool measuring Celebrity Brand Association & Recognition to assign a metric score to each celebrity and associated brand. All respondents were between 15 to 35 years.
Dhoni had a CELEBAR score of 82 with a spontaneous recall at 72%. His association with Dream 11 was also very high at 79% while he got 12% brand association with Oppo, 6% with AMFI (articulated mostly as mutual funds), 2% with Khatabook, TVS and Indigo Paints.
Virat Kohli was just behind Dhoni with a CELEBAR score of 69. The survey noted that Sourav Ganguly also had recall value but most respondents could not remember the name of the fantasy league he represents despite fairly large media exposure.
“So far in the IPL, Dhoni is the biggest celebrity while Virat Kohli trails. However, it is surprising that Shah Rukh Khan has not done as well as the brand BYJUs, that he represents. Aamir, though supported by much lesser media weightages, is a better performing celebrity this season at IPL. Non-celebrity brands have done well too. Swiggy, Thar, UpGrad, Altroz, Lenskart, MG Gloster, Facebook, Amazon, Kellogg’s, cricket.com and VI were mentioned in significant measure by the respondents,” said Sandeep Goyal, chief mentor, IIHB.
