Live life ‘King Khan’ size!!!

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How SRK, the superstar lives in the shadow of Brand SRK

What is common between Pepsi, Hyundai, Sunfeast, Lux, Compaq, Emami, Airtel, Videocon, Dish TV? Well they surely don’t fall under the same category, nor do they share the same brand values. Then what is that one thing binding all the above brands. A ‘King’! But not just any king, we’re talking about the ‘King of Bollywood’. He’s done it all. He is a man who always hits the box office with his impeccable energy and talent, who has changed the whole outlook of the national sport of India, a man who added the oomph factor in the third series of most popular game show on Indian television, a man who is undoubtedly the Badshah of the Indian Film Industry – Shah Rukh Khan.

Bollywood’s ‘King Khan’ is the ultimate epitome of entertainment and has reinvented himself a million times. SRK as a brand is enormous; his charisma is magnificent and at times even magical. Whatever SRK does, it’s larger than life. At the age of 42 Shahrukh khan has once again become the talk of the town with his six packs and pony-tailed hair. Film critic Taran Adarsh says, “Look at the determination in him that he can do this at the age of 42.”

But at this age he has finally become larger-than-life. He thinks that he can endorse any brand, even a Sona Chandi. He’s becoming like Big B, who is the ambassador for any and every brand. Meet the new SRK, who feels he can sell any product.

No wonder from cars to biscuits, to hair oil, to banks, to soap and even fairness cream, all want to associate with him. States Arun Kumar Kapoor, CEO, Dish TV, “We’re in the entertainment business, with a technology product. We’re a vibrant young brand, but geekish at the same time. The guy who fitted the best in this was Shah Rukh Khan He embodies the brand personality of Dish TV & embodies the values this brand stands for.”

With the entry of brat packs like Hrithik and Abhishek, critics had literally written off Khan, but they are now eating humble pie after the super-duper success of first Chak De! India and now Om Shanti Om (OSO). Clearly the Badshah is back with a bang! Undoubtedly, in the ad world SRK takes home the fattest pay package. Rumour tongues wag that Khan rakes in close to Rs.100 crore annually in endorsements alone. And why not? When SRK endorsed the family car Santro in 1998, the sales of the Korean car shot up like anything.


The company is now hoping that the man with the midas touch does it again for Hyundai’s i10 brand, after all one can see the sorry state of Hyundai’s Getz and Elantra, which the star did not endorse. When 4Ps B&M caught up with Santosh Desai, MD & CEO, Future Brands, he opines, “He (SRK) has a charismatic star quality that he gives to all brands. He is able to get everyone to relate to him and suddenly at the same time he gets larger than life. He can empathise with the brand and also get the star power at the same time.” After all, who can forget, SRK lounging in a bath tub, with Bollywood beauties, and with his great élan giving ‘them’ a run for their money. And it seems that his clientele for endorsements is increasing, what with the news of SRK signing endorsement deals with Jet Airways & Essel group doing the rounds.

He is truly the harbinger of entertainment in India and globally. With plenty of shows abroad, the paparazzi in US & UK have put him on the same pedestal as Tom Cruise or Brad Pitt. Incidentally in the UK box office, with only 52 prints and a collection of half million pounds, the SRK starrer OSO has handsomely beaten Tom Cruise’s latest flick, Lions for Lambs, which could only muster 400,000 pounds from its 404 prints released.

Film critic Taran Adarsh says, “SRK bring to all brands his endless energy and the positive vibes. SRK makes watching all ads a delight.” However, some factions feel that by endorsing all that comes his way, SRK might be diluting his veritable brand image. “It does affect him and the brands. For instance, there is nothing that Sona Chandi Chyawaprash would take back from SRK. There should be the stature and the script should bring it out. Like Akshay has been doing comedy films but Thums Up put him back as the action star and that has impacted his value,” avers K. V. Sridhar, National Creative Director, Leo Burnett, India.

Incidentally, SRK’s absence in endorsing for social causes has become quite noticeable. In 2007, Big B topped the list, with 65% of such endorsements on TV. Juhi Chawla bagged the second spot with 18% and John Abraham stood at the third spot with 4%, but the prominent exclusion from the list was that of King Khan.

In fact it was supposed to be a grand battle between Big B and SRK. However, today’s youth identifies with SRK, as they have grown up watching his films. It’s a battle between two big wigs, between Rahul and Vijay. Or shall we say a battle between Belmonte and Reid & Taylor.


Vareen Gadhoke Ray


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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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