Friday, August 23, 2013

Ready Steady Po !

It is not surprising to read the news today morning in TOI that “Chennai Express” has made a box office collection of more than 150 Crores in just two weeks. Yet again, the brand SRK has proved that its brand value burgeons in its every new launch. SRK, the Bollywood Baadsha is keen in every damn thing he does to ensure his brand equity enhances in multiple folds.

The brand tardily started evolving when has sung “Tu je dekha to he jaana sanam” a decade before with Kajol and it has emerged to its extravagant embodiment with the latest rocking Lungi dance with Deepika Padkone in praising Rajni Sir. Well, today, the brand SRK, a conglomerate of his acting, Film production, TV Personality and endorsements has a net worth of $600 million. Seems, brand Bacchan is no more a horizon for SRK. King of Bollywood has made more than 70 films and in every new release, the excitement and the expectation of his fan clubs across the world play a crucial role in his box office hits. The way he promotes his movies in every possible mean are heights of marketing in branding. More than an actor, he is more of a marketer of himself.

Wherever he goes, he ensures that he captures the attention of the target audience by reading their pulse so as to enrich his brand identity and thereby its value. It is indeed an art which most of the Bollywood icons don’t possess. If you retrospect, many good actors lost their nostalgic presence in Bollywood avenue because of poor branding skills.

Doubtlessly, the arrival of Chennai Express with a tribute to Rajni sir is indeed to capture the eyeballs of South audience where none of the Bollywood players have ever made a potent footprint yet. Beyond numerous assorted reviews & comments, I watched it today. Not a bad try SRK. I would describe it as a typical Rohit Shetty film with right mix of commercial bolt-ons. Though the storyline is a complete zippo, aroma of his objective persisted throughout the movie. I would rather say, Tamilians (so called Madarasis) don’t need subtitle to watch this comic drama. But still, capturing Tamil audience needs behemoth of branding and positioning dude.

May be inducted in the right track but long way to go SRK Macha! We aren’t dumb asses to break into laughter for your poorest jokes and follow your niche fashion trends. Need to impress a lot. We don’t follow Rajni sir but literally worship him not because he is just a star. More than anything, he is a good human.

Never ever dream that you will replace him by playing these poor episodes of marketing here. At least, you have to stop portraying us (Madarasis) as black dumb Indians. Else, the consequences of controversies would remain the same buddy.

Well, King Khan, though it is not your right way to go, you are still progressing. Get ready to step back soon! Don’t lose the latte you hold on thinking of trying the cappuccino in the air !


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