Celebrity Influence on Social Media during lockdown

Amidst the lockdown, celebrities across the country are on top of their social media game, keeping their fans hooked with engaging content., Thinking Hats analyzed celebrity engagement & digital influence for Bollywood celebrities, social media influencers and sportsmen.

Why was the research conducted?

To assess Celebrity Influence via. Social Media during the lockdown

How was the research conducted?

Thinking Hats through its Proprietary Digital Platform 'APPtitude’ conducted a survey targeting individuals across metros belonging to NCCS A1,A2, A3
Individuals responded to the survey via. a web-based link provided to them.

What are the key findings of the research?

Top 5 Cricketers: Social Media Influencers (Attributed to their social media engagement during lockdown)
Usually keeping stadiums packed with their perfect play, these cricketers are utilizing their time in keeping cricket enthusiasts engaged through diverse, funny and engaging content
  • Virat Kohli
  • Rohit Sharma
  • Yuzvendra Chahal
  • Yuvraj Singh
  • David Warner

Top 5 Social Media Influencers (Attributed to their Social Media Engagement during lockdown)
With their engaging content and loyal fan base, these influencers continue to keep their followers hooked, making themselves trend on various social media platforms
  • Ashish Chanchlani
  • Prajakta Koli
  • Mithila Palkar
  • Riyaz Aly
  • Sameeksha Sud

Top Celebrities: Attributed to their Social Media Engagement before and after COVID-19
Amitabh Bachchan & Salman Khan were recalled for their charitable contributions

Akshay Kumar
BEFORE COVID -19
Personality Traits
  • FUN | ENERGETIC |STRONG | ATHLETIC | RELIABLE | CHARMING | FAMILY MAN

Categories Endorsed
  • INNER WEAR | REAL ESTATE | FOOTWEAR | AUTOMOBILES | DISINFECTANTS | OILS |JEWELLERY | APPAREL

DURING COVID-19
Recently, Akshay Kumar has received lot of praise as he has generously donated to the PM Relief Fund. Moreover, he has featured in various patriotic songs
  • His characteristic traits like trustworthiness and credibility can fit perfectly with advertisers from the Banking sector, which is a high involvement category
  • Other categories could be Social Initiatives by the Govt. and NGOs, due to Akshay's persona of being socially responsible and righteous


Shilpa Shetty
BEFORE COVID -19
Personality Traits
  • FASHIONISTA | FITNESS FREAK | STRAIGHT FORWARD

Categories Endorsed
  • HEALTH – PROBIOTICS | MILK BASED DRINKS FOR WOMEN | CALCIUM SUPPLEMENTS | FITNESS APPS | HEALTHY FOODS | NATURAL PRODUCT | JUICES

DURING COVID-19
Shilpa Shetty is still strongly associated with health and family.
Due to recent posts on TikTok, she appears to be more humorous and full of life.
She could be paired with categories like Air fragrance and Snacks, especially with fun-oriented brands

Varun Dhawan
BEFORE COVID -19
Personality Traits
  • ENERGETIC | STYLISH | TRENDY | YOUNG | PLAYFUL | FUN & CHARMING

Categories Endorsed
  • CASUAL CLOTHING | FASHION APPAREL | INNERWEAR | SMARTWATCHES | GROOMING PRODUCTS | SPORTS SHOES | TOURISM | DEODORANTS | FOOD & BEVERAGES | MESSENGER
    DURING COVID-19

The ever-so carefree & playful Varun Dhawan is now being perceived as mature and responsible after his contribution to the PM care fund and messages on Social Distancing. His youthful and fit personality along with a high level of trustworthiness could match with E-Pharmacy and Health Drinks

Shahrukh Khan
BEFORE COVID -19
Personality Traits
  • HARD WORKING | RESPECTABLE | INTELLIGENT | FAMILY MAN | WITTY | TRUSTWORTHY

Categories Endorsed
  • CARS | E-LEARNING APP | E-GROCER | AIR CONDITIONERS | SECURITY SOLUTIONS | DIGITAL BANKING | DESIGNER HOME FABRICS | CHILD NUTRITION SUPPLEMENT

DURING COVID-19
With his generous contribution towards the PM Care fund and support to the Maharashtra Govt in offering his office space as one of the healthcare set-ups has made him trend across social media platforms
His recent stint for #IforIndia fundraiser campaign has increasingly charmed his followers. His singing performance has enthralled audiences with wit and light-hearted moments.
Even in such challenging times SRK with his fit as a fiddle look and his credibility can be associated with Health Insurance category

Kartik Aaryan
BEFORE COVID -19
Personality Traits
  • FUNNY | SELF MADE | FLIRTY | TRENDY | BOY NEXT DOOR | VIBRANT

Categories Endorsed
  • MOBILE PHONES | FACE CREAM | CHOCOLATES | WATCHES | ETHNIC WEAR | MUSIC STUDIO | DEODORANTS | HAIR REMOVAL CREAM

DURING COVID-19
Kartik’s do and don’t’s video on things to be followed during the time of lockdown in his Pyaar ka Punchnama style monologue, garnered a lot of traction across mediums.
His fun and quirky videos have attracted youth. His youthful vibe can be associated with brands from categories like Energy Drinks, Fashion Apparels & Hair Grooming Products

Hina Khan
With her new ‘Girl Next Door’ avatar, Hina Khan with funny and relatable videos during the lockdown is winning hearts among her fans.
Her Quarantine workout videos and the recent #lockdownkedevata has garnered much appreciation and engagement among netizens.
Hina Khan’s personality perfectly fits for categories like Personal care &; Casual Fashion

Bharti Singh
Bharti Singh with her quintessential quirkiness and funny banter is keeping her fans hooked through her humorous content #humTumAurQuarantine on Tik-Tok & Instagram.
While keeping fans entertained, she is also advising them to keep practicing social distancing.
Bharti Singh with her cautious advise can associate with brands from the Hygiene sector

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