New Delhi: Akshay Kumar topped the Celebrity Heartfulness Index (CHI) of 10.0 with the perfect score in a study by The Indian Institute of Human Brands (IIHB). The index has been calculated on the basis of charity amount, the stature of celebrity versus charity amount, transparency on how much and to whom donation has been made as well as cash versus kind.
Kumar made a contribution of ₹25 crores to the PM CARES Fund. T-Series owner Bhushan Kumar bagged the second spot, contributing ₹11 crores to the PM CARES Fund and ₹1 crore to the Maharashtra CM’s Fund.
Bollywood star Kartik Aryan and designer Sabyasachi, who donated ₹1 crore each, earned a CHI of 8.0 occupying the third spot. Aryan earned praise for not only being amongst the first celebrities to have put up a public service video but also donating a hefty amount.
South Indian star Prabhas, Vicky Kaushal and BCCI president Sourav Ganguly earned a CHI of 7.5 for their contribution. The trio occupied the fourth spot.
“Our biggest point of debate, discussion and disagreement have been about well-orchestrated PR announcements by various stars which were many times non-specific on actual financial details. The panel was divided on whether celebrities are entitled to privacy on this issue but the majority view was that if celebs can go to town on even the tiniest of personal issues then why do they need to be secretive about how much they have given to charity, especially if the donations are going to a public fund. The world over, including Hollywood, meaningful contributions have all been quantified,” said Sandeep Goyal, chief mentor, Indian Institute of Human Brands which specializes in the study of celebrities.
Southern stars Pawan Kalyan, Allu Arjun, Chiranjeevi and Mahesh Babu are all high on the honours list for large donations. Cricketers Rohit Sharma and Suresh Raina also got good CHIs, along with comedian Kapil Sharma who is the only television personality to feature on the list.
Shah Rukh Khan did not feature on the top ranking and received CHI score of 4.0. Although he has supported multiple charities and relief funds there has been no clarity on the overall amount he has pledged.
CHI scores of young actors including Alia Bhatt, Sara Ali Khan, Kriti Sanon, Kiara Advani, Rakul Preet, Taapsee Pannu and Bhumi Pednekar received 1.0 score again just for tweeting and joining the chorus.