The
Mumbai-based
Indian
Institute
of
Human
Brands
(IIHB)
recently
unveiled
its
study
on
Power
Couples
in
India
(The
Sparklers
Report).
Virat
Kohli
and
Anushka
Sharma
grabbed
the
top
spot
followed
by
Deepika
Padukone
and
Ranveer
Singh,
and
Akshay
Kumar
and
Twinkle
Khanna.
A
comprehensive
study
was
conducted
on
couples
Virat
Kohli
and
Anushka
Sharma,
Deepika
Padukone
and
Ranveer
Singh,
Ranbir
Kapoor
and
Alia
Bhatt,
Akshay
Kumar
and
Twinkle
Khanna,
Abhishek
Bachchan
and
Aishwarya
Rai
Bachchan,
and
Saif
Ali
Khan
and
Kareena
Kapoor
Khan
-
the
hottest,
and
commercially-most-in-demand
couples
in
the
country.
"Power
Couples
are
the
new
phenomenon
in
the
brand
endorsement
business
with
many
brands
trying
to
sell
aspirational
and
experiential
products
to
millennial
couples
who
are
starting
families,
using
famous
couples
as
the
ones
to
emulate.
But
there
is
no
empirical
research
so
far
on
what
these
Power
Couples
actually
represent
or
how
they
are
seen
by
potential
audiences.
At
IIHB,
we
decided
to
track
each
one
of
these
trail-blazing
couples
over
a
set
of
24
important
brand
attributes," said
Sandeep
Goyal,
Chief
Mentor
of
IIHB.
"There
is
also
an
interesting
throwback
study
on
Romantic
Couples
of
Bollywood
since
Partition,
something
never
researched
before,"
he
added.
For
the
uninitiated,
a
Power
Couple
is
a
couple
who
is
famous
and
accomplished
and
together
seen
to
be
successful
and
influential
in
society.
More
importantly,
each
of
them
is
individually
successful
and
influential.
Together,
they
are
the
epitome
of
what
anyone
would
desire
or
want
in
a
relationship.
Hence,
admired
and
emulatable.
Trustworthy,
Respected,
Fun,
Distinctive,
Charming,
Different,
Stylish,
Progressive,
and
MFEO
(Made-For-Each-Other)
are
some
of
the
key
Image,
Human
and
Personality
brand
attributes
that
add
value
to
'Sparklers'.
The
IIHB
study
covers
24
such
attributes,
a
press
release
said.
Bollywood
couples
like
Kajol
and
Ajay
Devgn,
Shah
Rukh
Khan
and
Gauri
Khan,
Madhuri
Dixit
and
Dr
Shriram
Nene,
and
Priyanka
Chopra
and
Nick
Jonas
were
also
researched
but
their
score
together
remained
below
the
acceptable
threshold,
according
to
the
institute.