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Ormax Media launches celebrity evaluation software

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | July 26, 2012
To be called Celebritix, the new research metric allows brands to evaluate and select the right celebrities for endorsements based on the fit between the brand and the celebrity, the company claims.

Celebrities have always had an influencing impact on a brand's image and sales over several years; and therefore, choosing the 'right' celebrity is critical to realise the real potential of celebrity endorsements and film associations.

Shailesh Kapoor

Based on this insight, Ormax Media has launched Celebritix. The new research metric allows brands to evaluate and select the right celebrities for endorsements based on the fit between the brand and the celebrity, the company claims.

To begin with, Celebritix will feature a total of 36 celebrities from Bollywood and cricket. Every quarter, up to 10 new celebrities will be added to the tracking, based on market trends, box office and cricket performance. The research covers 4,000 respondents every quarter, across 20 attributes, in the target group of 18-44 years, SEC ABC across Mumbai, Delhi, Bengaluru, Ahmedabad and Lucknow.

According to Ormax, the software will allow the users to create a brand profile by assigning weights to different attributes that best describe the desired personality of the brand. Based on the brand profile, the software will recommend celebrities that best fit the brand, using a proprietary metric called the OCX (Ormax Celebritix) Score.

The OCX Score can also be used for selection of films for associations, based on the fit between the star cast and the brand.

Shailesh Kapoor, CEO, Ormax Media, says, "Celebritix will allow the brand teams to make informed celebrity choices, based on consumer research. For brands which have signed up specific celebrities already, it allows them to look at their profile and identify ways of using them to the best advantage of the brand."

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