Lakme Lever, Toyota Kirloskar and Samsung India made impressive gains in the CIRRUS 100 ranking, but it was Maruti Udyog's show all the way. In the corporate image game, the carmaker is streets ahead of the rest. According to Cirrus, a service from agencyfaqs! which monitors the media perception of over 1,100 companies, Maruti has steadfastly held to its numero uno position since June 2002 when it displaced Reliance Industries. The automobile giant is way in front of its immediate competitor Unit Trust of India on the Cirrus Image Index (which is based on positive coverage minus negative coverage).
The period Aug 10 - Sep 13, 2002 saw as many as 10 companies break into the CIRRUS 100. Lakme Lever Ltd nimbly moved into the top 20 to place itself at No. 18. The personal care division of HLL got substantial coverage thanks to the Lakme Fashion Week that took place in the second week of August. Other companies, which made it to the Top 100, were Toyota Kirloskar, Union Bank of India, LML, Air Sahara, Satyam Infoway and BBC World.
More than half of the media coverage concentrated on product launches, sales and promotions and marketing tie-ups. The effect of this extensive coverage reflected itself in the CIRRUS 100. SIEL Ltd. was the top mover thanks to media attention it got while launching a new washing machine and CTV range. The Korean consumer durables company jumped 26 places to finish at 66. Intel (No 44), Turner International (No 59) and Sony India (No 70) were the other notable gainers, each moving up by 11 ranks.
Overall, however, it was not such a good period for the corporate world with more than 50 per cent of the companies in the CIRRUS 100 slipping from their previously held positions. ABN Amro was the worst hit as it crashed by 16 places to end at No 96. Next came Shaw Wallace (No 91) down 14 places. BSES (No 81), Reliance Petroleum (No 38), BPL Ltd (No 93) were the other companies that lost their footholds.
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