Shah Rukh Khan vs Aamir Khan: Who is the Better Marketer? PDF
Preview Shah Rukh Khan vs Aamir Khan: Who is the Better Marketer?
510-091-1 Shah Rukh Khan vs Aamir Khan: Who is the Better Marketer? NoonedoubtsthecelebrityorendorsementpowerofBollywood’sBadshahs–ShahRukhKhan (ShahRukh)andAamirKhan(Aamir).Whatstartedasaprofessionalrivalryisalsogettingplayed out in the brands endorsed by them, making it a keenly-watched and most-talked about celebrity war.However,themostintriguingquestiondoingrounds,bothinBollywoodaswellascorporate world,thesedaysis:whoisthebettermarketer–ShahRukhorAamir?Whilesomethankthemfor havingsetinmotionrefreshinglynewbrandofIndianfilmmarketingwiththeirexquisitemarketing blitzkrieg, manystill wonder who would be a better marketer – both for their home productions’ movies,theirrespectivebusinessventuresaswellforastheirmovies. BusinessTodayreportedonthescalingupofanentertainmentconglomeratebyShahRukh– consistingofthesegmentsrangingfromfilm-makingandvisualeffectstotelevisioncommercialsand cricket. HighlightingAamir as ‘a marketing genius’, it stated, “films are his bread and butter, and endorsementshisjam.AamirKhan,incontrasttoSRK,hasfewerironsinthefirebuthe’saseffective”.1 How both of them invented elaborate mental construct to manage the stardom in the backdrop of Bollywood’stransformationsinceearly1990s,soundsinteresting. Film Promotion: Scripted by Hollywood, Executed by Bollywood Bollywoodmovies,priorto1990s,weremarketedandpromotedbydistributorsthroughtraditional means such as television, radio and paid advertisement in print media. However, rapid commercialisationofmoviesandadventofonlinemediaplatformsthroughthe1990sandfirstdecade ofthenewmillenniumhaveaugmentedthetraditionalmethodsofmoviepromotionandmarketing. Bollywood’sforayintooverseasmarketduringthesameperiodhelpedittopickupafewstrings frommoviepromotionaltacticsscriptedbyHollywood. Post-liberalisation, Hum Aapke Hain Kaun (1994) became the first Bollywood movie to be released overseas targeting the Indian diaspora successfully. The following year, a musical love 1 SubramanianAnusha, “The Other Khan:AMarketing Genius”, Business Today, February 21st 2010 Thiscase studywas written byPrashanthVidya SagarThalluri undertheguidanceof Dr. Nagendra V.Chowdary, IBSCDC. It is intendedtobeusedasthebasisforclassdiscussionratherthantoillustrateeithereffectiveorineffectivehandlingofamanagement situation. Thecase wascompiled frompublished sources. © 2010, IBSCDC. No part of this publication may be copied, stored, transmitted, reproduced or distributed in any form or medium whatsoever without the permission of the copyright owner. Distributed by ecch, UK and USA North America Rest of the world www.ecch.com t+1 781 239 5884 t+44 (0)1234 750903 ecch the case for learning All rights reserved f+1 781 239 5885 f +44 (0)1234 751125 Printed in UK and USA [email protected] [email protected] 510-091-1 ShahRukhKhanvsAamirKhan:WhoistheBetterMarketer? storyportrayingthelifeofNon-ResidentIndians(NRIs)andtheirIndiansentiment,DilwaleDulhania Le Jayenge (DDLJ) – which set a new record at the Indian Box Office collections – was also a major hit overseas. Bollywood got a new vigour when Amitabh Bachchan was selected as the ‘Greatest Star of the Millennium’2 in BBConline poll in July1999, surpassing manyHollywood legendary stars. Consequently, a number of movies such as Dil To Pagal Hai, Taal, Kuch Kuch Hota Hai, Hum Dil De Chuke Sanam, Hum Saath Saath Hain, Kaho Naa Pyar Hai, etc. were released overseas.With each release, Bollywood attempted to adopt and execute the Hollywood- stylepromotionalstrategies. ImplementingHollywood’sfilmpromotionaltechniquesinIndia–suchascreatingbuzz,showing smallmovieclippingsduringatelevisionshow,talkshowsinvolvingcrewandcastofthefilmdescribing technicaldetailsofthefilmandtheirexperiencesrespectively–becameacommonpracticeoftop Bollywoodstars.Leveragingongrowinginformationtechnology,Bollywoodpromotedfilmsinthe virtualworldbycreatingwebsitescontainingmovietrailers,rushesfromthefilmandevenvirtual games.RameshTaurani,aleadingfilmproducerstates,“Marketingafilmintoday’stimesisabsolutely imperativeasouraudienceswanttogetatasteofthefilmbeforetheymakeuptheirmindstoseeit. Marketingnotonlyneedstospreadintermsofdemographicsbutitshouldalsoberelevant,interactive, engagingandcompetitive.”3 ManyaBollywoodstarssuchasSalmanKhan(Salman),AkshayKumar(Akshay),ShahRukh andAamirattemptedtopromotetheirmoviesthroughbuzz,viralanddigitalmarketing.Forpromoting hismovie,Veer,SalmancreatedbuzzbyannouncingthathewouldrideafillynamedWildRoseat theMillionHorseRacesponsoredbyHellomagazineinMumbai.Hevisitedthemultiplex,Prasad’s IMAXinHyderabadandalsovisitedJamnabaiNarseeSchool’sCascadesannualdaycelebrations in the suburban Mumbai alongwith Bollywood actress Pooja Bhatt and delivered an electrifying messagetochildren–howtotriumphintheirlivesintheVeerway. Akshay,ontheotherhand,wentastepaheadbypromotingSinghisKinginSilverCityBrampton inTorontoandbyropinginsingerSnoopDoggforperformingapromotionalsongforthemovie.His marketingteamtied up with an entertainmentportal, Sify.com, to launch an online quizgame4 to promote Kambakht Ishq and gave away the movie merchandise as prizes to the winners. The way Shah Rukh’s Chak de India!, Rab Ne Bana Di Jodi and Aamir’s Ghajini and 3 Idiotswerepromoted,broughtaninnovativedifferencetomoviesandtheirsuccess.TheGhajini haircutwiththemultiplexushersandtheonline‘missing’campaignofthe3Idiotsredesignedthe craftoffilmpromotionsinIndia.Theirinnovationshingedonunconventionalplatformslikepersonal promotion, buzz marketing, viral marketing and digital marketing. Over a period of time, Shah RukhandAamirgraduatedtoscaleuptheirownproductionhouses–RedChilliesEntertainment (RCE) and Aamir Khan Productions (AKP) respectively – aimed at fostering environment for experimentationtofindpath-breakingwaysinfilmproductionandtoventureintoalliedbusinesses. 2 Srivastava Sanjeev, “World: South Asia Bollywood superstar ‘surprised’by vote”, http://news.bbc.co.uk/2/hi/south_asia/ 394226.stm, July 14th 1999 3 Bhat Varada, “The marketing of Bollywood”, http://www.thehindubusinessline.com/catalyst/2010/01/14/stories/ 2010011450050100.htm, January 14th 2010 4 “qUIZ”, http://sify.com/movies/bollywood/quiz/kambakht_ishq/ 2 510-091-1 ShahRukhKhanvsAamirKhan:WhoistheBetterMarketer? Business Today and even some analysts claimed that Shah Rukh and Aamir, among all star promoters,succeededinreceivinghighcollectionsfortheirmoviesduetotheirmarketingprowess and business skills. However, the charm and charisma of Shah Rukh andAamir created by their performancesandcareersalsohelpedthembecometheiconsofBollywood. ShahRukhandAamir:AProfileComparison Bythe endof 2009, Shah Rukh’s production house,RCEhad a net worth ofINR1,500 crore, whileAKPclockedinrevenuesofINR350crore.5However,thepathschosenbythesetwoactors toachievethisstardomindicatestarkdifferencesrangingfromtheirbackgroundtobusinessventures’ success. Shah Rukh had no film industry background while Aamir is closely associated with the film industry.ShahRukh’sfatherTajMohammedKhanwasalawyerandafreedomfighter,andmother LateefFatimaBegumwasasocialworkerandafirstclassmagistrate.6Hebeganhisactingcareer with television serials such as Fauji and Circus in late 1980s and made his first film debut with Deewana in 1992. On the other hand, Aamir was a descendant of freedom fighter and the first Minister of Education of Independent India, Maulana Abul KalamAzad and also of the former IndianPresident,Dr.ZakirHussain.7ThelongestservingDeputyChairpersonoftheRajyaSabha, Dr.NajmaHeptullahisAamir’ssecondcousin.Hisfather,TahirHussainisafilmproducerwhilehis lateuncle,NasirHussainwasaproducer,directorandanactoraswell.Aamirbeganhisfilmcareer withthefilm,Holi(1984),thoughhehadactedasachildartisteinNasirHussain’sfilm,YaadonKi Baaraat (1973). Havingnogodfatherinthefilmindustry,ShahRukhstruggledtobuildthestardomfromscratch, whileAamirhavingfilmindustrybackgroundattemptedtoconsolidateandgoaheadwiththebubbly, next-door neighbour boy image. But the genre – range and breadth – of the movies that each of these actors acted in, over the years had been pretty much very narrow, as both the actors acted largely in only one genre of the movie category i.e. romance – such as Shah Rukh’s Deewana, DDLJ, etc., and Aamir’s Qayamat Se Qayamat Tak, Ranageela (Annexures I, II, III and IV). However,boththeKhans–apartfromtheregularcommercialmovieplots–consciouslyselected theplotschampioningthenationalandsocialcausealso.Forinstance,ShahRukh’sDilSeportrayed thequestofamediapersontostoptheterroristactivitiesandMainHoonNaespousedthecauseof India-Pakistanamity,whileAamir’sSarfaroshexposedthestringenteffortsputinbypoliceforcein containingthearms-smugglingandcross-borderterrorism.ShahRukh’sChakDeIndia!underscored thetriumphof galvanisingteamworkintrue letterandspiritwhileAamir’s Lagaanhighlighted the triumphofvillagersinCentralIndiaontheirunjustcolonialrulers.ShahRukh’sSwadeshdealtwiththe problemstroublingthevillageinhabitants,whileAamir’sTaareZameenPardealtwithdyslexicchildren. 5 “qUIZ”, op.cit. 6 “SHAH RUKH KHAN - Biography- Fact File”, http://www.shah-rukh-khan.info/homepage/shahrukh_khan_biography.html 7 “Aamir Khan Biography”, http://www.chakpak.com/celebrity/aamir-khan/biography/11059 3 510-091-1 ShahRukhKhanvsAamirKhan:WhoistheBetterMarketer? ShahRukhismediasavvyandassociatedhimselfwithmassesandmedia,presentinghimselfas one among themto gain their love and admiration (Exhibit I). Filmmaker Sangeeth Sivan states, “...thefactisthatallhisfilmsselllikehotcakeandmedialovestowriteabouthim.Heknowshow toplaythegameandhasplayedittothegallery.”8 ExhibitI ShahRukh’sPublicAppearance Compiledbytheauthor 8 “SRK’s Khantastic PR skills!”, http://movies.indiatimes.com/News__Gossip/News/SRKs_Khantastic_PR_skills/articleshow/ msid-2823399,curpg-1.cms, February 28th 2008 4 510-091-1 ShahRukhKhanvsAamirKhan:WhoistheBetterMarketer? However, on the other hand, ExhibitII comparativelyreserved,Aamirmakesastyle Aamir’sStyleStatements statement, by donning a new get up in his every new release. For instance, his moustacheinMangalPandey,tonsuredhead in Ghajini, goatee in Dil Chahta Hai, etc., catches the public and media attention (ExhibitII).Havinghugepublicattentionand charisma, the two actors were also selected bytheNationalGovernmenttoendorsepublic Compiledbytheauthor welfare campaigns. BoththeKhanshavelenttheircelebritystatustoendorseseveralsocialcauses.Asasuccessor to Amitabh Bacchan, Shah Rukh endorsed the Government’s social welfare campaigns such as PulsePolioImmunizationandAIDSpreventionprogrammeslaunchedbyUnionMinistryofHealth andFamilyWelfare,UNICEF,NationalAidsControlOrganization(NACO),NationalRuralHealth Mission (NRHM),Rajasthan StateAIDSControl Society(RSACS)and Bihar StateAids Control Society (BSACS). On the other hand,Aamir became the brand ambassador for the Athithi Devo Bhava (Sanskrit word meaning ‘The guest is God’) campaign for Incredible India launched by IndianTourismMinistry.Inaddition,forthe2009parliamentaryelections,Aamirinassociationwith anAhmedabad-basedNGO,AssociationforDemocraticReforms(ADR)–foundedin1991byIIM andNIDprofessorswhichfocusesonelectoralreforms–launchedanallIndiaadcampaignSache kochune,Achchekochune(Votefor integrity,Voteforgood people)andappealedto thecitizens toelecttherightperson.AamirwastheIndianfaceofglobal‘EarthHour’campaignlaunchedby World Wildlife Fund (WWF) in March 2009 to create awareness on climate change and global warming.AllsucheventsmadeboththeKhanstorubtheshoulderswithHollywoodcelebritiessuch asRichardGere,AngelinaJolie,ScarlettJohansson,GeorgeClooney,whohavebeenambassadors formanyasocialcauseacrosstheglobe.OveraperiodoftimeboththeKhansprovedthemselves asactors,brandambassadors,PRpersonsandsociallyresponsiblecitizens.Whilethisisononeside of the coin, there is another side to it – as business persons.With the establishment of their own productionhouses,theybecamewellknowncelebrityCEOsinthecountry. ShahRukhteamedupwithactress,JuhiChawlaanddirector,AzizMirzatostartaproduction house,DreamzUnlimited in1998, butthe lowsuccess rateof itsfirst twomovies (PhirBhi Dil Hai Hindustani and Asoka) coupled with industry tussles emasculated the production house. Laterin2002,ShahRukhalongwithhiswife,GauriKhanestablishedRCE.Aimingtoblitzkrieg theworldofentertainmentandsports,RCEforayedintotheproductionofBollywoodfilmsand televisioncommercials–formajorglobalbrandssuchasPepsi,Nokia,Hyundai,ITC,Emamietc. RCEalsobranchedintootherspheresofproductionsuchasVFX,aimedatbringingHollywood’s slicksophisticationofspecialeffectstoIndiancinema,IdiotBox–creatingshowinesstoIndian small-screenindustryandEquipmentdivisionofferingtop-enddevicesandtechnologyhelpfulfor multi-mediaproduction.Inaddition,TheKolkataKnightRiders(KKR),oneofthe8IndianPremier League (IPL) teams, is aimed at amalgamating entertainment with sports. On the other hand, 5 510-091-1 ShahRukhKhanvsAamirKhan:WhoistheBetterMarketer? whennoneoftheproducerstookupthescriptof Lagaanformaking,Aamirresortedtostarthis own production houseAKPin 2001 and took up the mammoth challenge of making the movie. Eventually,LagaanscoredhighinIndiaandoverseasandwasevennominatedforOscars.Since then,Aamir’sAKPaimed at exploring new thematic concerns and visual styles to develop and producefilmsonparwiththeinternationalstandardsinbothcontentandtechnique.BothRCEand AKP produced blockbusters that not only proved a big hit with local audience, but also the internationalaudience(ExhibitIII).Inadditiontofilmproduction,RCEandAKPalsopromoted themoviesinavarietyofstyles. ExhibitIII AchievementsofKhans’ProductionHouses Red Chillies Entertainment AamirKhanProductions Paheli (2005) Lagaan - Once Upon ATime In India (2001) – DirectedbyAshutoshGowariker Don - The Chase Begins Again (2006) CocaColacommercials-alldirectedbyAshutosh Gowariker OmShantiOm(2007) Baal ki Dukaan, Hyderabadi, Punjabi, Paanch, Nepali Billu(2009) Taare ZameenPar -Directed byAamirKhan Ghar Ki Baat Hai – comedy show Jaane Tu... Ya Jaane Na - Directed by Abbas Tyrewala First Ladies with Abu Sandeep KnightsandAngels; India’sfirst realityshow Compiledbytheauthor WhileAamirhadbeenanintrovert,ShahRukh’sbehaviourlargelycorrespondstoanextrovert’s traits.BothShahRukhandAamir–alongwiththeirproductionhouses–resortedtouniquemarketing stylesinpromotingthemselvesasbrands(reflectedbrandimagefromthemoviestheyactedin,their personalitytype,thesocialcausesthattheyendorsed,andthegeneralbehaviourwithintheindustry andoutsidetheindustry,etc.)andtheirmovies.Althoughnotcorroboratedwithanyconcreteevidence, it was widely and constantly reported that there had been a cold war between both the Khans competingforNumberOne(afairytaletitle!)positioninBollywood.Forinstance,ontherelease day of Shah Rukh’s Rab Ne Bana Di Jodi, multiplexes’ staff showed up for the duty sporting Ghajini’shairstyle(asportrayedbyAamir)(ExhibitIV).Thismuchtalked-aboutpromotionalevent set the pace for Ghajini’s eventual success, as many industry experts observed. 6 510-091-1 ShahRukhKhanvsAamirKhan:WhoistheBetterMarketer? ExhibitIV Staff of Multiplexes with GhajiniHaircut Source: “Ghajini makeover sweeps Mumbai cinemas”, http://www.afaqs.com/perl/media/story.html?sid=22897, December16th2008 Media focused on the similar buzz and war of words between the two Khans, when Aamir launchedaninnovativemarketingcampaignAlternativeRealityGame(ARG)touringthelengthand breadth of the countryin disguise to promote the movie, 3 Idiots. However, the industryanalysts opinedthattheShahRukh-Aamirfightisameremarketinggimmickrythathitthemediajustbefore thereleaseoftheirfilms.9Therivalscenariocreatedapprehensionsoverthemarketingskillsofboth, whentwo Khansreceivedhigh corporateaccolades. OnFebruary1st2010,theleadcastofMyNameisKhan,ShahRukhandKajolrangtheopening bellofUSstockexchange,NASDAQ. Aamirisn’tfarbehind,though.3Idiots,inwhichAamirwas theleadandpivotalactor,wasrankedNo.1in2009BrandDerby.10 Eveninpayinguptheincometaxes,theKhansseemtobecompeting.WhileBollywood’sMr. Perfectionist,AamirKhanhaspaidINR12croreinincometax,theBadshah,ShahRukhKhantoo has paid INR12 crore for 2010.11 Caught in the neck and neck race of attaining the numero uno status, both the Khans have to churnoutavantgardesolutionsbytestingthewaters,bitingthedustandhoggingthelimelightona singleplatter.Withtheintensifyingcompetitionbetweenthem,themarketingexpertsandbusiness analystsdigwaydowndeeptofigureoutthebettermarketeramongthetwo. 9 Rai K.K., “Aamir Khan 3 IDIOTS promotion is Chhichhorapan-rowdy, says Shahrukh Khan!!”, http://www.magnamags.com/ index.php/200912225417/stardust/scoop-of-the-day/aamir-khan-3-idiots-promotion-is-chhichhorapan-rowdy-says-shah- rukh-khan.html, December 23rd 2009 10 Bhandari Bhupesh, “Idiots lead the pack”, http://www.business-standard.com/india/news/idiots-leadpack/394240/, May 10th 2010 11 “Top Highest tax payers In Bollywood”, http://www.fungur.com/top-highest-tax-payers-bollywood/aamir/ 7 510-091-1 ShahRukhKhanvsAamirKhan:WhoistheBetterMarketer? ShahRukhorAamir:WhoisBetterMarketer? WithShahRukhandAamirhittingbox-officewithhigh-grossermoviesduringthepastdecade, businessanalystsstartedassessingtheirmarketingprowessbyexaminingthechiefcharacteristics thatmakethemqualifiedtobebettermarketers–whichrangefromtheirmovies’successtobrand endorsements. What is the celebrity brand value of each of the stars? How does celebrity brand valueaffecttheirmarketingcapabilities? Theout-of-theboxmarketingeffortsandendeavoursofShahRukhandAamirborefruitsinthe nameofblockbusterssuchasShahRukh’s Chak DeIndia!(INR67.69crore)andOmShanti Om (INR79.42croreand160croreworldwide12)in2007,RabNeBanaDiJodi(INR86.78crore)in 2008 and My Name is Khan (INR 174.60 crore) in 2009, andAamir’s Taare Zameen Par (62.48 crore)in2007,Ghajini(around114crore)in2008and3Idiots(approximately196crore)in2009. However, Prabhat Chaudhary, head of Spice, a marketing agency had a different opinion when examiningtherealsuccessofthebigstars. AccordingtoPrabhatChaudhary,thebrandendorsements ExhibitV have become the true barometer of a star’s success and ShahRukhKhan’s appeal.13 If he is right, then Shah Rukh seems to be the most TigerEyes Perfume successfulstar. ShahRukhhasendorsedtheproductsranging from soaps and biscuits to two wheelers and durables, from watches and computers to cosmetics. The French perfume manufacturer, JeanneArthes introduced a new perfume line, ‘TigerEyes’–bothformenandwomen–inthenameofShah Rukh(ExhibitV). ThisisatestimonytosaythatbrandShah Rukh sells. On the contrary, Aamir is choosy in signing the accountsandcarefullyplansthattheseendorsementsmutually benefitthesuccessofthebrandaswellashisfilmpromotion. Source: Silva Judi, “Tiger Eyes – Now For instance, the ads of Titan watches featuredAamir in his Available!”, http://www.bollyvista.com/ handlebar moustache and long hair which was originally the article/a/32/4927,May26th2005 Mangal Pandey getup. The ‘Next is what?’ campaign of SamsungmobileseriesfeaturedAamirwiththesuperhitGhajinihaircut. However,beingamediasavvyandanexcellentcommunicator,ShahRukhisthefirstchoicefor the companies that want to promote their products. In contrast, the rivals of brands endorsed by ShahRukhalwayshadAamirastheirprimechoice.Samsung,therivalofNokiaropedinAamirto endorseitsproducts.Similarly,thecompetitors,PepsiandCocaCola,HyundaiandToyota,DishTV andTataSky,etc.(ExhibitVI),ropedinShahRukhandAamirrespectivelytoendorsetheirproducts. 12 “Who rules Bollywood – SRKorAamir?”, http://movies.indiatimes.com/rssarticleshow/msid-4254720,prtpage-1.cms, March 14th 2009 13 Iyer Meena, “Aamir bags record Rs 35 cr ad deal”, http://www.mumbaimirror.com/index.aspx?Page=article§name= Entertainment%20-%20Bollywood§id=30&contentid=201003052010030513121690281cf7bb8, March 5th 2010 8 510-091-1 ShahRukhKhanvsAamirKhan:WhoistheBetterMarketer? ExhibitVI TopBrandsEndorsedbytheBadshahs ShahRukhKhan AamirKhan Airtel Etisalat(UAE) Nokia–2007 Samsung TAGHeuer–2003 Titan CocaCola CocaCola DishTV TataSky Sunfeast(ITCFoods)2005 ParleMonacoSmartChips HyundaiSantro Toyota’sInnova ColgatePalmolive2009 ICICIBank2005 PepsiCo(dropped) HP(CompaqPresario)2006 LuxCozi LincPen DiageoRadico Belmonte Emami-SonaChandiChyawanprash EmamiFairandHandsome EarthHourIndia AIDSandPolioAwareness India(Tourism) Note: As of February 2010, Shah Rukh Khan endorses more brands while Aamir Khan earns more per endorsement. Compiledbytheauthor ShahRukh’srendezvouswithendorsementsbeganin1999withbrandslikePepsiandHyundai Santro.ShahRukhhasbeenendorsingTAGHeuerwatchessince2003andEmami’sSonaChandi Chyawanprash and Sunfeast (ITC Foods) since 2005. However,Aamir’s brand endorsements are limitedintimespanwhencomparedtoShahRukh. 9 510-091-1 ShahRukhKhanvsAamirKhan:WhoistheBetterMarketer? ShahRukh’sbrandendorsementsincreasedfrom8brandsclockingINR86lakhrevenuein2003 to 21 brands generating around INR 6 crore by 2005.14 In 2006, ICICIBank made Shah Rukh its global ambassador and the next year ITC Foods had commissioned Shah Rukh to endorse new brands.ByFebruary2010,despiteendorsingmorenumberofbrandstothatofAamir,ShahRukh clockedinaboutINR7croreperbrandandAamirINR12croreperadvertisementonanaverage.15 However, in January 2010, when Aamir charged INR 30–35 crore16 to endorse an UAE-based, EtisalattelecomoperatorforthreeyearsinIndia,mediareportedthatAamirovertookShahRukhin chargingsuchahugeamountforasingleproject. Dotheendorsementvaluessignifythecelebrityvalue?Whydobrandscommissioncelebritiesto endorse their brands? Celebrities (from sports, movies, social activists or great achievers) serve three important purposes for the brands they endorse: a celebrity can ensure that the ads for the brand get noticed; a celebrity confers trust on a brand, and a celebrity often “lends” the qualities associated with him/her to the brand being endorsed. How can a celebrity’s brand/endorsement valuebemeasured?This,asmanyargue,isthereflectedgloryofhowwellthecelebrityis“consumed” bythepublic?Doesagreaterconsumptionofacelebrityimprovethemarketingcapabilitiesofthe brand endorser?Akeyargument to decidewho isa bettermarketer amongst twoof theKhans is: Cancelebritiesbuildcelebratedbrands?Cancelebritiesmakeanordinarybrandacelebratedbrand usingalltheirstarpower?HowdoesthisworkoutinthecaseofShahRukhandAamir? Questions for Discussion 1. WhataccordingtoyouarethecriticalsuccessfactorsthathelpedShahRukhandAamirto becomethetopBollywoodcelebrities? 2. WhatarethebrandpromotionalstrategiesandmarketingpracticesofShahRukhandAamir? Compareand contrast the effectiveness of their strategies. 3. Analyzing the marketing practices of Shah Rukh and Aamir, debate on who is a better marketer?Substantiate yourviews withnecessaryexamplesfromthecase study. 4. Establishtherelationshipbetweenendorsementvalueandcelebrityvalueforboththeactors usingthefollowingparameters: 14 “Shah Rukh and the money he makes”, http://www.radiosargam.com/films/archives/633/shah-rukh-and-the-money-he- makes.html, November 3rd 2006 15 “The Other Khan:AMarketing Genius”, op.cit. 16 Diwan Piyush, “Aamir Khan to become Etisalat’s brand ambassador”, http://www.topnews.in/aamir-khan-become-etisalat-s- brand-ambassador-2252380, January 23rd 2010 10
Description:The list of books you might like
