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Shah Rukh Khan in Castrol Edge's World Cup ad The Indian Institute of Human Brands (IIHB) released a report on the ad recall value for the ICC T20 World Cup on 29 June.
Actor Shahrukh Khan dominated the advertising recall on brand ambassadors during the final as India outclassed South Africa to bring home the World Cup. Khan had a 82% recall value.
Khan ruled the airwaves on brand advertising with Castrol and Denver – not in that order.
The most recalled ad on the finals though was that of Birla Opus paints which did not have any celebrity endorser.
The second most recalled brand, Parle, did not feature any famous endorser. Khan’s Vimal and Everest ads though made it to the top five on ad recall.
While cricketer Virat Kohli dominated play on the field, he only had a recall value of 61%.
However, the report revealed an interesting halo effect in the study – Kohli’s most visible ad presence was through MRF Tyres which had a small sprinkling of short-duration spots on the telecast. But his dominating presence on the field during the finals seemed to have upped his ad recall too.
The findings were garnered through a telephonic survey on Sunday morning for a Day-After-Recall (DAR) of the World Cup final match, reaching out to 478 respondents across India. The focus groups were 262 males and 216 females. Respondents were in the 18-40 age group.
The other most recalled celebrity endorsers from the World Cup Final were:
- Ajay Devgn 52%
- MS Dhoni 49%
- Sachin Tendulkar 32%
- Tiger Shroff 23%
- Alia Bhatt 19%
- Ranveer Singh & Rahul Dravid 14%
- Hrithik Roshan 13%
- Amitabh Bachchan & Rohit Sharma 12%
Carol Goyal, executive director, IIHB, said, “Advertising weight does matter. Shahrukh Khan easily had the highest amount of secondage amongst all celebrity endorsers on the World Cup telecast between the 4-5 brands that featured him. He dominated the ad breaks and was undoubtedly the most visible endorser on the finale."
Sandeep Goyal, chief mentor, IIHB, “The most important takeaway from this research is that King Khan is back – back with a bang. Till not very far back it was Ranveer Singh and Virat Kohli that dominated the top slots as brand ambassadors. Shahrukh was not even in the reckoning, and most marketers had declared him a fading star. But he now seems a hot favourite with brands that have big budgets for a World Cup final."
