By Enkayaar, Glamsham Editorial
Recently, most of us who are cyber nerds got a mail in the mail box that the brand promoted by Salman Khan Being Human would now be available online as well. For the fans of Salman Khan it is one significant step forward underlining the impact the brands promoted by him have. Incidentally when Salman Khan had launched Being Human ladies versions for the apparel was not planned, but women started wearing the male apparels which forced the brand promoters to launch apparel for women and children as well. In the history of brand positioning this kind of phenomenon, at least in India has not been seen, and unable to cope with the demand Being Human has decided to go online to sell the merchandise. The hysteria for owning this brand is owing to its brand ambassador Salman Khan.
He is the only superstar presently in the world of Hindi cinema, which creates such hysteria before release of his new film that the distributors re-run his old films a week or two before new release to laugh all the way to the bank. This phenomenon is more so visible in the Saat Raasta area in Bandra, in the single screen theatres, a pocket burrow of Salman Khan.
Salman Khan has indeed become a one man money spewing ATM and nobody presently is able to come any way near him. Consider the statistics, during the last 4 years after Salman Khan reinvented himself with WANTED he has delivered six super hits in four years generating a revenue of more than Rs. 850 crores. It has never happened in the history of Hindi cinema so far, and this is primarily the reason every other star is trying to follow the template that Salman has sort of patented as a package.
The present template of Salman Khan is characterized by the following fundamentals:
a. He has stopped giving precedence to the ladies associated with him in his personal life and it is the career that gets prominence.
b. He has made a heady concoction of three traits, cocky, arrogance and fun as his defining parameters of the characters that he is enacting, and it indeed is the underlining motif from WANTED to DABANNG 2.
c. Providing a helping hand to those in need, and it being done through his Being Human foundation, which is translating into tremendous goodwill and enlarged fan following.
d. Promote healthy living either through cycling, or showing his rip roaring muscles at the drop of the hat to encourage the young generation to give a serious thought to body building.
So strongly has the brand Salman emerged that he has now even done away with his favorite days to release his movies, his favourite day being Eid which he has given to Shahrukh Khan to release his CHENNAI EXPRESS.
Having been working in the industry for now more than two decades what has also tilted the balance in his favour is the fact that a generation which swooned over him in MAINE PYAR KIYA, by the time DABANGG 2 released became parents and their offspring also drool over him, so a movie of Salman Khan is a family outing, a status which perhaps no other contemporary star could stake a claim to.
Salman indeed has become a one man revenue generation model that converts everything that he touches into gold.