Earlier it was Rohit Shetty who was featured as the Rs 100Crore hit king maker. Now there is another brand in re-making as the Rs 100 crore hit maker from Bollywood. Its none other than Salman Khan- the naughty boy of Bollywood. His new block buster “Ek Tha tiger” is roaring at the box office.
This is his fourth consecutive Rs 100 crore film in his shoulders. All together his four hits have crossed 550 crore and of course the phenomenal success record can be termed as “The tiger effect.”
For marketers, Salman Khan is something beyond an actor. He is an event, a phenomenon, a tsunami whose waves cover the audience with his enduring power. His connect with the audience that ranges from the youth to old has ended up in him winning a bunch of endorsements contracts, even giving tough competition to the ‘King of Bollywood’.
The brands that have endorsed Salman Khan range from Relaxo to Yatra.com where he holds a stake. Its celebrating time for Salman Khan with all the popular brands endorsement in his hands. Already we see him in the Suzuki (bikes) and Relaxo footwear ads.
In the ‘Being Human T-shirt campaign’ he was featured as noble and likeable man outside his macho man image which worked wonderfully for the Salman to re-brand himself.
Marketers are using his exaggerated playfulness character to convert a dull story to a comic book view which the audiences can easily connect to.
A few years back, the brand Salman Khan was badly hit by controversies (which are not alien to him..) like hit and run cases. But he has always been a fighter and came with a big bang with Rs60 crore collection from “Wanted” in 2009. However, marketers are in doubt as how much they can endure on the brand Salman as the controversies can any time come back to take away the glory from the brand.
Alas, Salman Khan as a brand has always been in news…be it 100 crore hit or the everlasting controversies. So I feel there is no stopping in re-making this brand.
