It is the trust that sells and Bollywood’s Shahenshah, Amitabh Bachchan, who recently celebrated his golden jubilee is leading the chart of India’s Most Trusted Personality and also leads the list of actors. He is followed by Aamir Khan as the second Most Trusted male actor and Salman ‘Chulbul’ Khan on third rank. Akshay ‘interview’ Kumar is on the fourth rank followed by the King Khan of Bollywood Shahrukh Khan at fifth. Girish Wankhede, Trade analyst on movies, says, “What brands want is a face to trust
Amitji is a trustworthy face. He is apolitical and doesn’t get into any controversy. The products endorsed by him are doing great success. Take for example Just Dial. Nobody’s reach is as phenomenal as Amitji’s, although many may say he is overdoing it.”
According to Girish what matters is the face, if it is well recognisable. If the products do well after endorsement then the celebrity is surely trustworthy.
It’s true ever since Salman Khan has started endorsing Astral CPVC pipes it’s brand value has soared 500 times. It is the face embedded in the brand that affects the buyer’s or common man’s psyche.
Personalities are important in the world of brand endorsements and fans look up to them with a keen interest. Consistency plays a big role here, feels N. Chandramouli, CEO, TRA Research, which brought out the survey on brand value of personalisties.
“We have based this research on the brand trust matrix, based on 61 major attributes. Personalities are important in the world of brands for getting endorsement. Similarly they also look at brands to improve their brand name. What matter is what trust they hold for the fans who are always watching them keenly, aligning them to brands they endorse,” says Chandramouli. Among the South actors, superstar Rajinikanth tops the chart followed by Vijay at second and Vikram at third position.
Deepika Padukone is India’s Most Trusted Female Actor followed by Katrina Kaif and Madhuri Dixit Nene at second and third positions. The Caprese girl, Alia Bhatt, one of the most versatile actresses is on the fourth rank in India’s Most Trusted Personality 2019. She is followed by Kajol at fifth rank.
According to Chandramouli, Amitabh Bachchan in his 50 long years in films has clearly shown that age is no bar to success and excellence. The Shehanshah of Bollywood is still relevant to people because of his work and performance. After ABCL, when he had a downfall, this legend has bounced back and is extremely consistent about roles he choses, be it funny, sad or negative.
Deepika Padukone, on the other hand, is a self-made actress. And contrary to most other cases, she has increased her brand-value after her marriage and her performances resonate with audiences.
If you remember Piku, Deepika was up to the mark with Amitabh. It was not about a funny movie but the acting and the roles they played with sincerity. This hard effort and sincerity shows in other walks of life too, Chandramouli argues.
In case of most female actors, brand values fall post marriage but in case of Deepika and Ranveer it’s the opposite. They have actually been able to keep their independent brand intact, unlike Anushka and Virat, who come as a couple, he adds.
Noteworthy is Rajinikanth who is more than just an actor, and is not just highly trusted, but is worshipped as a demi-God by his ardent fans. All his movies may be mediocre in box office but they are superhits not just in India but abroad. He is a man who is truly beyond his image.
Among Sports personalities, with a power pack performance and brand endorsements, Virat Kohli is the Most Trusted Sports Personality chased by master blaster Sachin Tendulkar at second rank and Rohit Sharma at third rank.
Among business personalities, former chairman of Tata Sons, Ratan Tata is India’s Most Trust Business Personality followed by Reliance chairperson Mukesh Ambani as the second Most Trusted Business Personality of India.