Percept Talent Management, and Hansa Research, the leaders in the field of Talent Management and Media Research respectively, have embarked on an interesting and unchartered territory by launching CelebTrackTM – World’s deepest, widest and largest research wave on celebrities.
The first six monthly wave results were unveiled at Taj, Colaba on 1st April, 2009 defining the Power list of celebrities across India.
Celebtrack is the outcome of comprehensive and tamper-proof data gathering method from over 10,800 plus respondents [Urban, All Adults, SEC ABCD and 15-50 years] across India in a period of two waves annually. It represents and covers all of India [but excludes North-East and Kashmir]. The research reveals the position of celebrities on 5 key parameters namely; Media presence, Popularity, Image attributes, Power of persuasion and over exposure. They together determine the Celebrity Power Score of more than 400 celebrities across the country and around 150 per reported market. These celebrities are from the arena of cine entertainment, cricket, other sports, music and television. It includes national, regional and local favourite stars.
The CelebTrackTM model covers 25 different attributes and covers persuasion power of stars on 6 categories which would help brands to decide on the most appropriate star for endorsements. This tool would help Brands across to reap higher returns on investment by making an informed choice of celebrity.
CelebTrackTM runs on a state of art, user friendly software which allows brand representatives to define their own weights for various parameters and calculate the CPS (Celebrity Power Scores) which best represents their brand needs It is sure to create intense impact in the market and give a a competitive edge to the clients of Percept Talent management.
Speaking on the occasion, Manish Porwal, CEO, Percept Talent Management, said, “CelebTrack is a handy tool which gives celebrities and Brands a competitive edge allowing each to demand a value they have rightfully earned. Being the largest, widest and deepest research on celebrities and being a track, it is set to become a currency of evaluating star power. Our endeavor is to provide a professional & yet affordable model which will allow one to make informed profitable choices.”
“It is always a joy to put science and method in a field that otherwise is either devoid or lacking in it. We believe that the almost 1000 Crore endorsements market is more than ready to identify its celebrity endorsers through hard facts collected over a huge sample base rather than on perception of a few or on anecdotal learnings”, revealed Ashok Das, MD, Hansa Research.