Recently I came across a brand philosophy of world renowned advertising agency Saatchi & Saatchi called 'Love Marks'. According to the 'Love Marks' study, Shahrukh Khan is the most loved brand in the world. Since then I am trying to figure out why he is being loved so much by the audience. Is it for his roles in movies like ‘Om Shanti Om’, 'Rab Ne Bana Di Jodi’ and ‘Billu Barber’ or for his flicks in movies like ‘Chak de India’ and ‘Swades’.
If we look at this from a marketer’s perspective, two suppositions can be made - firstly, SRK thinks his audience are foolish. Secondly, this is what the audience want and that they buy into such amateur movies, watch and make them a hit on the box office. The second supposition is more valid as the Indian audience today largely want movies which are out of the world and not realistic. That is why they buy into such spoofs and love stories which can never be practical in nature. SRK is a good marketer as he is being able to understand the tastes and preferences of his target group very well and deliver movies which appeal to the target group.
Mistri’s Diagnosis
Being the most loved brand in the world is a great achievement, but where is this going to take Shahrukh khan is a big question? From Kolkata Knight Riders to Red Chilies production, SRK is leaving no stone unturned to fulfill his entrepreneur aspirations. But in this process, SRK is a brand which has emotional appeal among the audience is seen getting commercialized and may lose his credibility. Therefore it’s a challenge for SRK to manage his brand image smartly.
Author: Ramesh
A very interesting take on the so called Most Loved Brand. There is also another colossal attribute that he possesses and that is his excellent Public Relations skills and his closely shared friendhip with the media that enhances his publicity and hence improves his brand image.
ReplyDeleteA good read.
Cheers