Indian Institute of Human Brand (IIHB) conducted research on South Indian male celebrities based on specific criteriaIndian Institute of Human Brands (IIHB) is a private think tank that conducts bi-annual research on Indian celebrities at a national level with a sample size of over 60,000. The 2023 IIHB study was conducted with a sample size of 5246 respondents across the four Southern states. This is the first time that the research, called TIARA (Trust, Identify, Attractive, Respect, Appeal) was conducted exclusively on South Indian celebrities.The report covered 18 celebrities from the South of India – 6 from Tollywood, 6 from Kollywood, 4 from Mollywood, and 2 from Sandalwood. Tamil actor Suriya pulled ahead of the competition with a score of 84 in the overall TIARA rankings. He has a 5-point margin over Allu Arjun, who ranked second with a score of 79.Suriya ranked the highest on the parameter of ‘Most Trusted.’ In Tollywood, Allu Arjun and Vijay Deverakonda were the top two ranks. Suriya also topped the ‘Most Identified With’ rankings across the four industries, while Prabhas and Ram Charan ranked among the top two Telugu stars. In the list of South India’s most respected stars, Suriya once again ranked at the top. Mahesh Babu and Jr NTR led the Telugu industry, while Ajith Kumar and Sivakarthikeyan topped in Kollywood.Suriya continued to dominate as South India’s most appealing celebrity. Prabhas, Thalapathy Vijay and Dulquer Salmaan topped Telugu, Tamil, Malayalam and Kannada-speaking markets, with Dulquer leading in two states - Kerala and Karnataka. A South-centric study on female stars will be released by the think tank later in the year.