According to a research report titled ‘The Brand Trust Report, India Study, 2012’, Salman Khan, who delivered two box-office hits – Ready and Bodyguard – last year, has been voted as the Most Trusted Cinema Personality in India. The Bollywood actor has also ranked third in the overall personalities list, only after social activist Anna Hazare and cricketer Sachin Tendulkar.
The report, released by Trust Research Advisory (TRA) on January 16 in Mumbai, is designed to select India’s Most Trusted Brands for various categories.
In the Most Trusted Cinema Personalities list, Salman is followed by Amitabh Bachchan, who ranks second (Amitabh is fourth in the overall personalities list). Bachchan is closely followed by Aamir Khan, who ranks third among cinema personalities and fifth among overall personalities. The other Bachchan who features on the list is Aishwarya Rai Bachchan, who is ranked fourth in cinema personalities.
No list can be complete without Rajnikanth, who features as the fifth Most Trusted Cinema Personality in India. The southern superstar is followed by veteran singer Lata Mangeshkar and actor Shah Rukh Khan at the sixth and seventh places respectively.
Salman Khan’s Being Human Most Trusted In Social Sector
Interestingly, Salman Khan’s charity ‘Being Human’ is also ranked first among a list of organisations in the Social Sector list.
When asked if Being Human had topped its category only because of brand Salman, CEO of Trust Research Advisory, Mr. N. Chadramouli, told Koimoi.com, “I think both brands contributed to each other. Last year Salman was not there (on the list). Being Human brought him into focus, with every second person wearing a Being Human T-shirt. On the flip side, Being Human needs a personality like Salman Khan to bring it forth. There is a mutual synergy between the two brands.”
Star Endorsements: Not Effective Enough?
Sachin Bhosle, research head of TRA, clarified that there has been no connection of box-office success of an actor’s films with the survey and the list was purely about the recall value and positivity associated with the stars.
He added that there was no major impact on any consumer brand only because of a particular star’s endorsement. “Even though brands spend crores of rupees on getting endorsements by stars, yet brands might not be trusted in spite of the stars endorsing the brands being trusted by the public,” he said.
The basis for the report was a primary research conducted by TRA across 2,718 respondents in 15 Indian cities.