Succeeding with Celebrities

MindShare Insights initiative of bringing accountability to celebrity management


MindShare India has launched CelebZ, a powerful tool that allows marketers to zero in on the celebrities who have the strongest appeal within their specific target segment and the best fit with their brands.

Covering 86 celebrities ranging across varied fields, straddling the North, West, East, Andhra Pradesh (AP) and Tamil Nadu (TN) in the south, and coupled with 22 product categories encompassing 140 brands, CelebZ is the first and most comprehensive study of its kind not only in India, but across the Asia Pacific. Fieldwork done by IMRB across a sample of 2800 across 14 cities in India, gives a thorough representation of the entire country. Fusion of data from 3D/TGI onto the CelebZ database provides a wealth of attitudinal, lifestyle and media information further increasing the magnitude of possibilities emerging out of it.

The study measures the overall size and nature of the relationship that consumers have with a celeb and thereby creates his or her equity pyramid. The top most level of the pyramid, the 'mScore', conclusively determines the strength of the celeb's pull in the consumer's mind.

6 dimensions from human personality & research tests conducted by Millward Brown form the basis for creating the persona of the celebrities in terms of 12 positive & 12 negative traits. This helps identify 'fits' between brands and celebrities.

Download the full report (pdf)