Forbes India recently launched its first Celebrity 100 issue in India. The list features individuals who are associated with the business of entertainment and whose primary avenue is entertainment. This includes actors, actresses, producers and directors in the movie and television fraternity as well as authors, sports personalities, people from the domain of fashion, etc.
The issue basically views celebrities as key influencers in today’s society by the virtue of the brands they endorse as well as the messages they send out to the society and people at large.
The rationale behind the list is based on two significant points; the first point revolves around the fact that Forbes is about influencing the influencers. The second point is that apart from the brand endorsement and the social message perspective, Forbes has also taken celebrities as smart and creative entrepreneurs who have made a difference to society.
Gurmeet Singh, CEO, Forbes India said, “Forbes is known for its lists and hence, people are curious to know about it. We have consciously decided on bringing international properties to India and hence, picked up the celebrity list. Celebrities have a huge impact in India.”
The Celebrity 100 ranking is based on two parameters; the first is the estimate of entertainment related earnings and the second is the estimate of fame. The period under consideration for both is October 1, 2011 to September 30, 2012.
The methodology of compiling the list involved defining a period, collecting the data and checking the data with an audit firm for advisory purposes. “Whenever there was a problem or ambiguity, we iterated the numbers with the celebrities,” said Singh.
Google was used to estimate online exposure, Facebook Fans and Twitter followers. The principal data partners Percept Talent Management, LexisNexis and TAM-Eikona helped provide data for celeb endorsements as well as on print and TV exposure. The entire process was verified by Ernst & Young, the official tabulators. Since influence is defined as your presence on print, television and social, the edit team contacted experts across media.
The property will be promoted across television, print and web. “For TV marketing, we will promote across network channels. We also have a Forbes India show on CNBC TV18. Also, we have certain web properties. For print, we will promote the property on Business Standard and Mint, with a couple of ads on Times of India as well,” said Singh.
The marketing campaign was kicked-off with teasers on television. It will be active for 15 days. Next year, Forbes is looking to do a huge event around this.
Monetisation from the issue would be advertising-driven. It is priced at Rs 125, as opposed to Rs 100 for regular issues.