While Nokia once again cement their position as India's most trusted brand, research by Trust Research Advisory (TRA) illustrates the commercial power of Indian cricket hero Sachin Tendulkar.

Brand personalities

Tendulkar occupies 59th position in TRA's study, 'The Brand Trust Report India Study, 2011', well ahead of Mahatma Gandhi in 232nd and actor Aamir Khan in 242nd place. Surprisingly, Amitabh Bachchan', or the "Big B" as he is known does not figure in the list of 300 brands.

The report - based on comments from 2,300 participants across nine Metro cities - benchmarks brands against composites of trust that include empathy, perceived competence, commanding respect, displayed sincerity, enthusiasm and accepting responsibility.

The findings underline India's obsession with celebrity and the commercial sectors love of celebrity endorsement.

Tendulkar still in demand

Over the years Tendulkar has endorsed a multitude of domestic and international brands, including Adidas, Toshiba, Canon, RBS and Britannia, at any one time endorsing up to 15 brands.

And while young pretender and current Indian cricket captain, MS Dhoni, has usurped Tendulkar as the world's highest paid cricket player, Tendulkar still commands commercial respect.

Having previously been dropped by the likes of Pepsi and Airtel, his longevity and appeal have been confirmed - despite concerns that at 37 years old he could be too old to connect with India's youthful demographic - when Coca Cola signed him to a three-year endorsement deal estimated around R's 20 crore.

Importance of integrity

His high position in the study may have received a boost due to his recent decision to turn down the opportunity to endorse an alcohol brand. The decision was reportedly made due to a promise made to his late father when just 16 years old. The act received extensive media coverage, perhaps elevating his "sincerity" score.

The trusted top ten

Elsewhere the report confirmed the power of Nokia in India. The Finnish company occupies number one spot, followed by Tata in second, Japan's Sony in third and South Korea's LG and Samsung in fourth and fifth. Reliance, Maruti, LIC, Airtel and Titan make up the top ten.

Interestingly, Pepsi - endorsed by MS Dhoni - appear to be winning the cola wars. Pepsi occupy 36th spot, compared to Tendulkar's Coca-Cola in 60th place.