Celeb Endorsement

VIKALPA • VOLUME 35 • NO 4 • OCTOBER - DECEMBER 2010 45

R E S E A R C H

includes research articles thatfocus on the analysis and

resolution of managerial andacademic issues based on

analytical and empirical orcase research

ExecutiveSummary

How Celebrities are Used inIndian Television Commercials

Varsha Jain, Subhadip Roy, Aarzoo Daswani and Mari Sudha

KEY WORDS

Celebrity Endorsement

Television Advertisement

Celebrity Portrayal

Content Analysis

The usage of celebrities by the Indian advertising agencies has experienced a phenomenalincrease in the last five years. Effective communication between the marketer and the con-sumers is the need of the hour and celebrity endorsement is a strategy that is perceived asmaking full use of this opportunity. Most of the countries have adopted this strategy as aneffective marketing tool and even India is carving out space for itself in this arena.

The present study attempts to meet three objectives:

• to identify the mode/s in which a celebrity is depicted in Indian television commercials• to ascertain relationship (if any) between the category of product endorsed and the type of

celebrity used• to identify the correspondence between product categories and mode of celebrity pres-

ence.

For the first objective of identifying the nature of celebrity portrayal, four modes given byMcCracken (1989) were used:

• Explicit mode (the celebrity overtly declares the product endorsement)• Implicit mode (physical or verbal communication is used by the celebrity)• Imperative mode (the celebrity suggests the viewers to use the product)• Co-present mode (the celebrity only appears with the product).

For the second and third objectives, cross-tabulated frequency distribution method was used.

Content analysis of Indian television commercials was done for the period 1995-2007. Thecriterion used for selection of advertisements was the presence of celebrity in any form in thead. On this basis, 558 television commercials (TVCs) were selected featuring a total of 56celebrities.

The findings of the study indicated that:

• Around 64 per cent of the commercials used the implicit mode of celebrity portrayal fordifferent product categories.

• Usage of film celebrities was more extensive than sports celebrities in major product cat-egories. This was probably because the shelf life of fame for a film celebrity is more thanthat of the sports celebrity.

• Male celebrities dominated the product categories like food and beverage, automobiles,and consumer durables. The female celebrities were featured majorly in beauty products.No distinct association was found between the product categories considered and themode used for celebrity portrayal.

The study findings contributed to the academia as well as practitioners. For the academia, thestudy identified the most dominant mode of celebrity advertising in India and found thatthere was no correspondence between the mode in which a celebrity was portrayed and theproduct category endorsed. For the practitioners, the study identified the lesser used modesof celebrity endorsements which could be used as opportunities.

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The Indian advertising industry, with an estimatedvalue of INR 13,200 crore, has shown an astoni-shing growth and creativity in the recent times

(Indian Advertising Industry, 2010). The industry isgrowing at an average rate of 10-12 per cent per annum.Some of the commonly used media for advertising areTV, radio, websites, newspapers, magazines, and out-of-home (OOH). In these media, one of the intriguingcommunication tools used for delivering the advertise-ment message is celebrity endorsement. Celebrity en-dorsements have become a very prominent strategy forpromoting brands to mass population, grabbing a 24 percent share in the total annual marketing budget of amarketer. For example, a hefty sum of INR 600 crore(130 million US $) is annually rewarded to a certain ce-lebrity in the form of endorsement fee (Shashidhar, 2008).

If we look back into the history of celebrity endorsementsin India, we find the first instance featuring an Indianactress in 1929. The trend of celebrity endorsementsboomed, however, in the late 1990s. Generally, film ac-tors and cricketers enjoy the status of a celebrity; Indi-ans love talking about their favourite celebrities and lookup and aspire to be like them. A report by the Federa-tion of Indian Chambers of Commerce and Industry(FICCI) stated that 60 per cent of the Indian brands usedcelebrities in some form in 2008 as compared to 25 percent in 2001. Celebrity mania is such that even smallbrands with low marketing budget decide on signingcelebrities for endorsement purposes (Shashidhar, 2008).

The phenomenon is consistent with the global trend ofcelebrity endorsments. The perceived benefit derived isto rise above the ad clutter and build an effective mar-keting communication strategy. Research findings haveindicated that in some countries, 25 to 30 per cent of theadvertisements feature celebrities (Agrawal andKamakura, 1995; Choi, Wei-Na and Hee-Jung, 2005).However, celebrity endorsements involve a large sumof money and the risk keeps varying with the latest hap-penings in the professional life of the celebrity (some-times even personal life). According to the Director of theCollege Sports Management, a celebrity managementfirm that has managed some top celebrity cricketers inIndia, the endorsement fees has a direct relationship withthe performance of the celebrity. Similar thoughts havebeen voiced by the COO of Percept Talent Managementwho opines that sports celebrities in form can demandmore endorsement fees from the advertisers.

REVIEW OF LITERATURE

According to McCracken (1989), a celebrity could bedefined as,

“any individual who enjoys public recognitionand who uses this recognition when they appearin the advertisement in front of the consumers.”

There are multiple roles that a celebrity spokespersonmay play (and the roles may not be mutually exclusive)(Kamen, Azhari and Kragh, 1975) in an advertisementsuch as that of a spokesperson, endorser, provider of atestimonial, or an actor. A spokesperson represents thecompany or brand like a salesman, while an endorser isassociated with the brand even though he may not bean expert in the product category of the brand. In caseof testimonials, the superiority of the product is attestedby an individual or the personal experience of the celeb-rity. Lastly, the celebrity actor is only a character in adramatic presentation in the ad.

McCracken (1989) suggested four different modes ofcelebrity endorsers namely, Explicit mode, Implicit mode,Imperative mode, and the Co-present mode. In the explicitmode, the celebrity announces the endorsement of aproduct, while in the implicit mode, the celebrity usesverbal or physical communication for the product. Inthe imperative mode, the celebrity suggests the audi-ence to use the endorsed product while the celebrity onlyappears with the product in the co-present mode.

The study of celebrity endorsements in the past 30 yearshave centred around two broad themes: source credibil-ity and celebrity-brand congruence. Source credibilitystudies focus on the factors defining the credibility of acelebrity. Credibility of a celebrity has been found to bea major factor influencing consumer attitudes. Researchhas identified three dimensions of source credibility:attractiveness, expertise, and trustworthiness. Some ofthe studies (e.g., Ohanian, 1990) have used all the threedimensions to develop a scale that can measure cred-ibility. On the other hand, there are studies that haveanalysed only one or two dimensions of credibility andits impact on the consumer (Weiner and Mowen, 1986;Friedman and Friedman, 1979; Kamins and Gupta, 1994).However, the findings from these studies have beenquite contradictory. While some studies have foundtrustworthiness to be the most important dimension ofsource credibility (McGinnies and Ward, 1980; Atkin and

HOW CELEBRITIES ARE USED IN INDIAN TELEVISION COMMERCIALS


Block, 1983 and Kamins, 1989), others have emphasizedattractiveness (Baker and Churchill, 1977; Kahle andHomer, 1985; Caballero et al., 1989; Silvera and Austad,2004) or have suggested expertise (Maddux and Rogers,1980; Swartz, 1984; Ohanian, 1991) to be the most im-portant parameter.

The celebrity-brand congruence studies have focused onthe similarity between product and celebrity. The con-gruence theory proposes a match between the celebrityand the product endorsed to be a necessary conditionfor the endorsement to be effective. Several studies oncelebrity brand congruence have been done in the late90’s (Kamins, 1990; Misra and Beatty, 1990; Kamins andGupta, 1994; Mittelstaedt, Riesz and Burns, 2000).However, even in congruence studies, there have beencontradictions. In a study by Speck, Schumann andThompson (1988), a celebrity who was incongruent withthe product endorsed was found to have the same im-pact on the advertising recall as the celebrity who wascongruent with the product. In another study on adver-tisements in sports, Jones and Schumann (2000) observedfemale celebrities endorsing products used by males,which went against the congruence theory. In a differ-ent view from both the source credibility and the con-gruence theories, McCracken (1989) proposed theMeaning Transfer Model to explain the phenomenon ofcelebrity endorsements. He suggested that there is atransfer of meaning from the celebrity to the productendorsed and eventually to the consumer through itsconsumption. According to McCracken, celebrities por-tray a set of meanings for the consumers which movesto the products they endorse through advertisements.

Literature Gap and Study Objectives

If we scan the celebrity endorsement literature over thelast thirty years, we find that very few studies have triedto analyse the content of celebrity advertisements. Astudy conducted by Pringle and Binet (2005) suggestedthat celebrities could be used in different forms like acustomer, placement, testimonial, owner, employee, andsponsor. In a content analysis of athlete endorsers forsports advertising (Jones and Schumann, 2000), maleathletes were found to endorse female-oriented prod-ucts which were not related to sports. Even the adver-tisement message was missing in certain portions of theadvertisement. This implies that there is a need to un-derstand the way a celebrity is portrayed in an adver-

tisement before we start analysing the effectiveness ofcelebrity endorsements on the consumers. Given the factthat the Indian marketplace is experiencing a spurt ofcelebrity endorsements, the need becomes all the morerelevant. Thus, we need to analyse the content of celeb-rity advertisements, particularly in the Indian context.

The broad aim of the proposed study is to analyse thenature of celebrity endorsements in Indian TelevisionCommercials (TVCs). The main focus however will beon the mode in which the celebrity is used in an adver-tisement as suggested by McCracken (1989), namely, theExplicit Mode, Implicit Mode, Imperative Mode, and Co-present Mode. Both Kamen, Azhari and Kragh (1975) andMcCracken (1989) have not given any indication aboutwhich mode of celebrity portrayal should be used inwhich product category. However, it would be interest-ing to find out whether there is any dominant mode ofcelebrity portrayal in celebrity advertising. Thus, thesecond objective of the study is to check for correspond-ence between the product category and the modes inwhich a celebrity is used. Lastly, to add to the findingsof Jones and Schumann (2000), there is a need to iden-tify the relation (if any) between the nature of the prod-uct category and the celebrity occupation and gender.Thus, the third objective of the study is to look for therelationship between celebrity gender and occupationand product category endorsed.

METHODOLOGY

Since the nature of the study here was to explore com-munication material, content analysis was the selectedmethodology to fulfill the first objective. Content analy-sis has been applied in analysing communication mes-sage without the researcher’s interpretation (Kassarjian,1977). TVCs were selected as the study variable. To fulfillthe second and third objectives, cross-tabulated fre-quency tables were used.

Data Collection and Sample Characteristics

Television commercials were downloaded fromwww.youtube.com, which contains a large collection ofadvertisements. The earliest ad available was from theyear 1995. Thus, a list of all those celebrities who en-dorsed products between 1995 and 2007 was preparedand as per the list, the advertisements were downloaded.The selection criterion was that an advertisement shouldhave the celebrity present in any of the four modes sug-

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gested by McCracken (1989). This resulted in a set of558 unique television commercials featuring celebrities.Since the unit of analysis was a single celebrity, the adswith multiple celebrities were excluded. A total of 56celebrities were identified from the TVCs who werefound to endorse products ranging from soft drinks tocars (Appendix 1). The preliminary analysis consistedof a descriptive study of the ads and the celebrities por-trayed in them.

The Indian cricket legend Sachin Tendulkar was the mostfeatured celebrity with 57 ads followed by actorsAmitabh Bachchan and Shahrukh Khan with 46 and 44ads respectively. A total of 17 celebrities were found tohave more than 10 ads to their credit (Appendix 1).

Coding

The coding was based on McCracken’s (1989) four modesof the presence of a celebrity in an advertisement: Ex-plicit, Implicit, Imperative, and Co-present. Each ad wasviewed several times to capture the mode of portrayalof the celebrity in the ad and coded independently bytwo coders. The results thus obtained were comparedacross the two coders’ output to ensure reliability(Kassarjian, 1977). Thus the codes categorized the adsinto four categories.

Once the coding was over, the results of the two coderswere compared. The inter-coder reliability was calcu-lated using Holsti method and was found to be 0.9014.It was observed that in most cases, there was completeagreement between the two coders. There were a fewdiscrepancies which were resolved after detailed inves-tigation of the ads and involvement of a third party ob-server, resulting in inter-coder agreement. To furtherensure reliability, twenty-five ads were randomly se-lected from the sample and shown independently tothree neutral observers and their opinion about the modeof the celebrity presence was noted. The observers’ viewdiffered from that of the coders only in six out of the 75ads shown (twenty-five each to the observers), therebyensuring external validity.

RESULTS

A frequency analysis of the modes of celebrity portrayalin an ad showed the Implicit Mode to be the most fre-quent mode with 356 ads out of 558 (63.8%) as shown inTable 1, followed by the Imperative Mode.

Before analysing the correspondence between the modeof presence of a celebrity and the product category, around of data filtering was performed. Only those prod-uct categories/groups, which had a more than 5 per centpresence in the total dataset, were retained in the sam-ple. This was done to reduce the number of categorieswith very small frequencies since that would have cre-ated disturbances in the analysis. Six categories (out ofa total of 32) were retained namely, food and beverages,automobiles, beauty products, consumer durables, haircare, and fashion. The total number of ads to be ana-lysed was reduced to 363 (65.05% of total ads) (Refer toTable 2 for descriptive statistics).

Table 1: Modes of Celebrity Portrayal in TVC

Celebrity Mode Frequency %

Implicit 356 63.8

Imperative 115 20.6

Co-present 81 14.5

Explicit 6 1.1

Total 558 100

Table 2: Frequency Distribution of Ads by ProductCategory in TVC

Product Category No. of Ads %

Food and Beverages 161 44.4

Automobiles 51 14.0

Beauty Products 43 11.8

Consumer Durables 43 11.8

Hair Care 35 9.6

Fashion 30 8.3

Total 363 100.0

From the results, it was evident that there was no clearcorrespondence between the product categories and themode of celebrity presence in the ads of those products.Majority of the celebrities were being portrayed in theImplicit Mode across all product categories (Refer to Ta-ble 3).

Two cross-tabulated frequency charts gave an indica-tion of the nature of correspondence between the celeb-rity type and the product category. The first one tried tofind out the relation (if any) between the occupation ofthe celebrity and the product category endorsed. Therewere three categories of celebrity occupation, namely,film industry, sports, and others. From the cross-tabu-lated results, it was evident that in all the major product



categories, film celebrities were more extensively usedthan sports celebrities (Refer to Table 4). However, ob-serving the sports celebrities in isolation, food and bev-erages was the major product category to use them. Andamong all the ads in the product category, sports goodswere found to be endorsed by sports celebrities. Thesecond relation (if any) was between the gender of thecelebrity and the product category endorsed. Male ce-lebrities were found to dominate in the food and bever-age, automobile, and consumer durables while femalecelebrities dominated in the rest of the categories (Referto Table 5).

DISCUSSION

The content analysis revealed that most of the ads usingcelebrity endorsers were of the implicit (suggestive) na-ture. This may imply that a popular celebrity in the Im-plicit Mode could be used effectively by a brand, a veryimportant determinant of which may be culture. Indianculture, because of its high context nature (Hofstede,2001), relies more on subtle non-verbal communication

rather than its explicit nature of communication. Thisalso supports Choi, Wei-Na and Hee-Jung (2005), whofound Korean celebrity advertisements to be of moreimplicit nature. The endorsements of food and bever-age products by sports celebrities support the celebrity-product congruence theory (Kamins, 1990). Most of theproducts endorsed by sports persons in the food andbeverages category were energy or health drinks. Thesportsmen/women were perceived as experts in thatcategory, which was one of the requirements for suc-cessful endorsements (Peetz, Parks and Spencer, 2004;Biswas, Biswas and Das, 2006). Lastly, the use of femalecelebrities for beauty products supported the role of at-tractiveness to increase credibility of the endorsement.Literature suggests that an attractive celebrity is expectedto be more effective in case of a product which enhancesattractiveness (Kamins, 1990; Till and Busler, 1998; Bowerand Landreth, 2001). Thus the study supported the twomain streams of research in celebrity endorsements. Themajor presence of the Implicit Mode indicates the fact thatthe advertisers want to use the credibility of the celeb-

Table 3: Cross Tabulated Frequency Distribution (Celebrity Mode vs. Product Category)

CELEBRITY MODE PRODUCT CATEGORY

Food and Beauty Products Automobiles Fashion Consumer Hair TotalBeverages and Cosmetics Durables Care

Explicit 1 1 1 0 1 0 4

Implicit 121 27 39 27 28 22 264

Imperative 24 10 6 2 3 6 51

Co-present 15 15 5 1 11 7 44

Total 161 43 51 30 43 35 363

Table 4: Cross Tabulated Frequency Distribution (Celebrity Occupation vs. Product Category)

CELEBRITY PRODUCT CATEGORYOCCUPATION Food and Beauty Products Automobiles Fashion Consumer Hair Total

Beverages and Cosmetics Durables Care

Film Industry 118 42 34 28 25 31 278

Sports 39 1 17 2 18 4 81

Others 4 0 0 0 0 0 4

Total 161 43 51 30 43 35 363

Table 5: Cross Tabulated Frequency Distribution (Celebrity Gender vs Product category)

CELEBRITY PRODUCT CATEGORYGENDER Food and Beauty Products Automobiles Fashion Consumer Hair Total

Beverages and Cosmetics Durables Care

Male 122 10 39 14 32 14 231

Female 39 33 12 16 11 21 132

Total 161 43 51 30 43 35 363

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rity to get through to the consumer. The only differencebetween the Indian and Western markets is regardingtheir cultural contexts. The study also supported the con-gruence theory since most sports celebrities were foundto endorse sports brands and female celebrities werefound to endorse products made for women. The factthat most sports products were endorsed by sports ce-lebrities also reflected support for McCracken’s (1989)Meaning Transfer Model. Most celebrities have an im-age and in case a sports celebrity is endorsing an energydrink, he/she is supposed to transfer the concept of en-ergy that he/she represents to the product and therebyto the consumers through consumption.

IMPLICATIONS

This study, trying to identify the nature of celebrity por-trayal in television advertisements, is one of its kind inIndia. Most of the advertisements in the Indian scenariowere found to be in the Implicit Mode, i.e., where the ce-lebrity indirectly suggested the consumer to use a par-ticular product or brand. One of the reasons behind thiscould be the cultural context of India. The second rea-son could be due to the media. The Implicit Mode may beideal for television advertisements since many a time,the celebrity plays the role of a character in the ad whichis like a story. However, this could be harmful in casethe celebrity faced any public controversy or did notexcel in his own domain. For example, a particular crick-eter could not score runs in the real match while the adshows him scoring a lot of runs. For the practitioner,this may be an opportunity wherein the celebrity can beportrayed in a different mode and given an opportu-nity to rise above the clutter. However, since the timeinvolvement of the viewer is low for a TVC, using thecelebrities in other modes may not be worth it since theconsumers will not remember the speech/testimonialgiven by the celebrity. Thus, while dealing with celebri-ties, the practitioners can consider these aspects anddevelop ads accordingly. A content analysis is not acausal or predictive methodology. However, the analy-sis of the nature of the communication brings out howcontent is represented besides determining the patternsof communication.

Three major implications of the study could thus be sum-marized as follows. First, the study supported the exist-ing literature in celebrity endorsements. Second, thestudy found the dominant mode of celebrity portrayal

in Indian markets and tried to find the reason behind it.Lastly, the study also acted as an eye-opener for the in-dustry since the industry could take a cue from the find-ings and try to use celebrities in different modes inadvertisements.

LIMITATIONS AND SCOPE FORFUTURE RESEARCH

One of the limitations of this study was the restrictionto national celebrities. Such studies could be conductedat regional levels to understand the nature of celebrityportrayals in ads at regional levels. Further, researchcould be conducted to look at the impact of the celebrityendorsements on sales of the products. This could takethe form of a panel data analysis, but would be a worth-while study as it would then answer the real questionbeing asked about the impact of celebrity endorsements.A cross-country analysis involving countries with dif-ferent cultural contexts may be an interesting additionto this study. It would be worth looking into whetherthe dominant mode of celebrity portrayal is different inthe high and low cultural contexts.

Appendix 1: List of Celebrity Appearing inDifferent Advertisements

Celebrity Frequency % Cumulative %

Sachin Tendulkar 57 10.22 10.22

Amitabh Bachchan 46 8.24 18.46

Shahrukh Khan 44 7.89 26.35

Saif Ali Khan 38 6.81 33.16

Aishwarya Rai 29 5.20 38.36

Rani Mukherjee 21 3.76 42.12

Hrithik Roshan 20 3.58 45.70

Kajol 20 3.58 49.28

Rahul Dravid 19 3.41 52.69

Preity Zinta 18 3.23 55.92

John Abraham 16 2.87 58.79

Saurav Ganguly 16 2.87 61.66

Mahendra Shingh Dhoni 14 2.51 64.17

Aamir Khan 13 2.33 66.50

Sania Mirza 11 1.97 68.47

Abhishek Bachchan 11 1.97 70.44

Ajay Devgan 11 1.97 72.41

Kareena Kapoor 10 1.79 74.20

Kapil Dev 9 1.61 75.81

Boman Irani 8 1.43 77.24

Ajay Jadeja 8 1.43 78.67

Priyanka Chopra 8 1.43 80.10

Bipasha Basu 7 1.25 81.35



Appendix 1 (contd.)


Govinda 7 1.25 82.60

Sushmita Sen 7 1.25 83.85

Tabu 7 1.25 85.10

Anil Kumble 6 1.08 86.18

Paresh Rawal 6 1.08 87.26

Rahul Khanna 5 0.90 88.16

Salman Khan 5 0.90 89.06

Sunny Deol 5 0.90 89.96

Sonali Bendre 5 0.90 90.86

Irfan Khan 4 0.72 91.58

Karishma Kapoor 4 0.72 92.30

Zakir Hussain 4 0.72 93.02

Lara Dutta 4 0.72 93.74

Anupam Kher 3 0.54 94.28

Shahid Kapoor 3 0.54 94.82

Madhavan 3 0.54 95.36

Fardeen Khan 2 0.36 95.72

Appendix 1 (contd.)


Raveena Tandon 2 0.36 96.08

Jackie Shroff 2 0.36 96.44

Harsha Bhogle 2 0.36 96.80

Milind Soman 2 0.36 97.16

Neha Dhupia 2 0.36 97.52

Diana Hayden 2 0.36 97.88

Diya Mirza 2 0.36 97.24

Mahima Chaudhary 2 0.36 98.60

Amisha Patel 1 0.18 98.78

Chetan Hansraj 1 0.18 98.96

Pankaj Kapoor 1 0.18 99.14

Aman Verma 1 0.18 99.32

Robin Singh 1 0.18 99.50

Shilpa Shetty 1 0.18 99.68

Urmila 1 0.18 99.86

Hema Malini 1 0.18 100.00

Total 558 100.00

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Varsha Jain is a Research Fellow and the Division Head ofintegrated mareting communication at the Mudra Institute ofCommunications Research in Ahmedabad. She has taken herPh.D in advertising and MBA in marketing stream. Prior toMICORE, she worked with ICFAI, Indore, where she wonawards in teaching, research, and student supervision. Herresearch area is in integrated marketing communication. Shehas presented her research at international and national con-ferences like AMIC (Singapore), IMT Ghaziabad, IBS,Hyderabad, etc. In these conferences, her papers were amongthe best papers and some papers were published by the con-ference organizers in the journals or books. Her research find-ings are published in national and international journals andin leading newspapers like The Times of India and The EconomicTimes. She regularly contributes articles on current issues inmarketing to national magazines.

e-mail: [email protected]

Subhadip Roy is an Assistant Professor at the ICFAI BusinessSchool. He is also a Ph.D from the ICFAI University, Dehradun,India. His research interests are in the areas of brand manage-ment, advertising, and market research. He has presented pa-pers in various national and international conferences, suchas at the Indian Institute of Management, Ahmedabad, Deci-sion Sciences Institute (DSI) Annual Conference, Associationof International Business (AIB), etc. He has also published ar-ticles and research papers in national and international jour-nals.


Aarzoo Daswani is a Research Associate, Department of Inte-grated Marketing Communication (IMC) at Mudra Instituteof Communication Research (MICORE), Ahmedabad, India.She holds a Bachelors Degree in Information Technology fromK S School of Business Management, and Post-Graduate Di-ploma in Marketing from the Som Lalit Institute of BusinessManagement, Ahmedabad, India. Prior to this position, sheworked as an Academic Associate, Department of Marketing,Indian Institute of Management, Ahmedabad (IIMA) for a spanof six months. Her research interests include advertising com-munication and consumption pattern.


Mari Sudha is a Research Associate in the Department of In-tegrated Marketing Communication (IMC) at the Mudra In-stitute of Communication Research (MICORE), Ahmedabad,India. She holds a Bachelors and a Masters Degree in Statisticsfrom St. Xavier’s College, Ahmedabad and School of Sciences,Ahmedabad, India. Prior to this position, she worked as anAcademic Associate in the Department of Production andQuantitative Methods (P&QM) and Public Systems Group(PSG), Indian Institute of Management, Ahmedabad (IIMA)for a year. Her research interests include operational research,applied statistics, social network analysis and culture, and ad-vertising communication.



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