Allu Arjun and Samantha Ruth Prabhu emerge as top brand ambassadors

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Allu Arjun endorses brands like Rapido, Zomato, redBus etc and Samantha Ruth Prabhu endorses brands like KurKure, Myntra, Munch, PhonePe, Mamaearth and more. According to Hansa Research’s latest Brand Endorser (BE) report, the two actors have emerged as the top rated male and female celebrities in South India.

While Arjun beat the likes of Vijay and Suriya to the top of the list, Prabhu reigns as the lead actress, leaving behind some popular names like Rashmika Mandanna. According to the report, Arjun is also the only South Indian star to make it to the All India Top 10 Celebrities list.

Arjun is the most recognized actor in South India with a score of 85%. He is seen as popular, likeable, youthful, an influencer, bold and also a social media celebrity. These factors make him a compelling brand ambassador for a range of products.

Prabhu became the most popular actress in South India with an approval score of 74%. Factors that make her an ideal brand ambassador include being recognized, likeable, influential, adorable, adventurous, ambitious, bold and confident, along with a large following on social media.

Praveen Nijhara, CEO of Hansa Research, commented on the significance of the report: “Our study is a holistic and comprehensive assessment of the value an advertiser brings to a brand. It helps marketers make informed decisions and improve the overall return on investment (ROI) of celebrity engagement.”

“Due to the COVID pandemic and the rise in OTT viewership, many South Indian actors have gained more national recognition. This is clearly reflected in our All India list where Arjun also features in the Top 10 along with the likes of Virat Kohli, Amitabh Bachchan and Shah Rukh Khan.

Celebrities are ranked by their BE score results. They are tracked based on various metrics such as likability, social media influence, perception, marketing potential, recognition, etc., which form their final BE score. According to the report, Bachchan tops the overall list as the most recognized celebrity in the country with a very high All India rating.

Bachchan leads among the likes of MS Dhoni, Kohli, Akshay Kumar, Shah Rukh Khan, Salman Khan and other favourites who are younger than him and perhaps more active in their fields.

Here is a brief excerpt of other key findings from the different categories of the report:

• Sachin Tendulkar leads Dhoni and Kohli in the sports category

• Kapil Sharma is the most popular male TV star

• Mouni Roy is the most popular female TV star

• Bhuvan Bam tops the social media list among other key influencers

The report covered more than 550 celebrities across domains in the country. For this study, research was conducted among 5,100 respondents in 36 cities. To measure the results, structured interviews were conducted across India through online and offline methodologies to understand the status and performance of the shortlisted celebrities.

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