oing by the number of brands Amitabh Bachchan endorses, there can be no doubt the he is the celebrity endorser everyone admires and wants. But is there any scientific way to prove that he is indeed the numero uno? Hansa Research recently carried out a survey to do exactly that, and gauge the country�s most popular celebrity. It indexed more than 200 celebrities from fields as diverse as films, sports, television and music. The agency then interviewed 2,160 people from SEC A, B, and C within the 15-50 age groups. The study ranks celebrities on the basis of an overall score - the product of one�s recognisability. Hansa�s research revealed that the Big B is the most popular, followed by Sachin Tendulkar and Shah Rukh Khan.

The celebrity value score is the product of one�s recognisability (how many people recognise a celebrity) and one�s likeability (how many people have a distinct liking for him or her). Says Vineet Sodhani, vice president, marketing and client servicing, Hansa Research, "The research was carried out to help brand managers and marketing people understand and know exactly where a celebrity stood in the eyes of the people."... more