Hansa Research has stars in its eyes

INDIA-- Hansa Research has teamed up with talent management agency Percept on a new service to quantify the value celebrity endorsements bring to brands.

The CelebTrack index will rank 150 film, sports and TV personalities on their popularity, powers of persuasion, media presence and key image attributes based on surveys of more than 10,000 respondents across urban India.

Marketers will be able to use this data to see which celebrities make the best fit with their brand image and target audience. First results of the surveys are expected in February.

A similar index of US personalities was launched by brand strategists Davie-Brown Entertainment in 2006, called the Davie-Brown Index.

Author: Brian Tarran