Yes, the captain of the Indian cricket team seems to be leading the power list as well. According to the second wave results of CelebTrack, Dhoni leads the power list followed by Shah Rukh Khan, Aishwarya Rai and Amitabh Bachchan. CelebTrack is a research conducted by Percept Talent Management and Hansa Research to determine the popularity of celebs and their influence on consumers.

India’s most powerful celebs are as follows:

1. MS Dhoni
2. Shah Rukh Khan
3. Aishwarya Rai Bachchan
4. Amitabh Bachchan
5. Sachin Tendulkar
6. Hrithik Roshan
7. Yuvraj Singh
8. Katrina Kaif
9. Akshay Kumar
10. Salman Khan

Sachin Tendulkar slipped to fifth position (from last year’s top slot) wheras Aishwarya Rai ranked higher on CPS than her father-in-law. Salman Khan, Sachin Tendulkar, Aishwarya Rai Bachchan and Sania Mirza top their respective genres as the most recognised stars. Amitabh Bachchan replaced Salman Khan in terms of likeability.

The study is based on data from 12,000 respondents (urban, adults, SEC ABCD, aged 15-50 years) across India. The research reveals the position of celebrities on five parameters – media presence, popularity, image attributes, power of persuasion and over exposure – on which the celebrity power scores. This time, more celebrities from different genres (anchors, musicians) and better probing techniques have been employed.

Research was conducted on 400 celebrities across the country and were ranked on the basis of above mentioned criteria. A Celebrity Power Score (CPS) was generated and higher the rankings, the more favorable the celeb would be for an advertiser.

Manish Porwal, chief executive officer, Percept Talent Management, says, “Our clients can now make informed and learned decisions, rather than relying on gut and anecdotal learning. Also, celebrities can benchmark themselves vis-à-vis their audience and accordingly price their involvement with brands.”

SRK has credited one more brand to his name. He will endorse Colgate-Palmolive, which is a key player in the oral care category in India.

The deal between the FMCG Giant and SRK was signed on Tuesday, according to a source familiar with the development. The actor is associated with more than 25 brands and is amongst the highest paid celebrities, as he commands anywhere between Rs.3 and 9 crore for a brand endorsement. ICICI Bank, Dish TV, Nokia, Hyundai, Linc Pens, Compaq, Sunfeast, Emami, TAG Heuer, and Omega are some of the brands that he adds value to.
Speaking about his association with Colgate, Manish Porwal, CEO, Percept Talent Management says, “The masses love SRK and Colgate is a brand that reaches out to the masses. SRK is considered a family man and Colgate too is a product for the entire family. Colgate considers many things before signing on an ambassador and his positives will override the negatives like him being a chain smoker.”

Even though movies and Cricket may not be working too well for the superstar, he is still hot property for endorsements.