A ‘brand idea’ becomes big when it starts to create an impact beyond the category it operates in. Shah Rukh as an idea impacts much beyond his films. The genesis of brand Shah Rukh lies in the way mainstream urban youth of India started to view themselves. Focused yet happy-go-lucky, politically incorrect, not 100% perfect but at ease with their imperfection and most importantly increasingly recognized as the centerpiece of the society. That was the birth of ‘Rahul’. Due credit should go to the brand manager Karan Johar for crafting the brand and sustaining it. But ‘Rahul’ was the most marked arrival of brand Shah Rukh. He may have acted in blockbuster movies before that but Rahul made him a strongly identifiable social force. Unlike Aamir, you consume Shah Rukh as Shah Rukh in every movie he acts in. You consume a certain sense of optimism, you consume a disarming charm, you consume a sense of self-confidence. In other words, through brand Shah Rukh, you every time end up consuming the spirit of mainstream urban youth of today’s India. Well, Rahul has undergone changes –– in brand management cliché ‘the brand has evolved’. There’s a change in the brand management team as well –– Farah Khan has joined the team. But somewhere the core of real urban youth has remained unchanged. In the evolved avatar, brand Shah Rukh has acquired some other traits which are extremely identifiable –– internationally competitive, comfort with global citizenship, the new-found confidence of reverse colonisation etc. In many ways, brand Shah Rukh keeps on reflecting the deeper motivations of today’s young India and the youthisation attempt rest of the country is going through. The impact of the brand idea Shah Rukh comes alive in the way KBC 2 got reinterpreted. From the awe-inspiring, shudh-hindi speaking, patriarchal Amitabh the show became comfortable, Hinglish speaking and an active encouragement for the participants to go for the biggie. That’s the impact of youthasiation in the society. There’s an active encouragement to go for any goal and brand Shah Rukh embodies the spirit. Shah Rukh doesn’t have a trademark hairstyle, he doesn’t have a trademark voice––the typical things that used to create fan following. Ask anyone, they can’t pinpoint any reason why they like Shah Rukh. Some will say his dimpled smile, others will say his personality. This actually makes me believe that what people are interested in is the idea and myth of Shah Rukh rather than the physicality of Shah Rukh.

Aamir Khan is the big, bigger and the biggest brand idea. No questions. Let me give you the full alphabetic Monty. Tried, tested and effective. Ability: Aamir can act––for brands, and not for himself. SRK unfortunately cannot assume a brand’s genes. He overpowers every brand, and keeps cloning himself. Branding: Something about Aamir reassures me that the brand will come first. Bigger than him. Communication: Aamir effortlessly connects and touches people every time. It’s a craft that amplifies brands. Dexterity: Aamir can bring alive any advertising character. That’s because he also knows a brand isn’t a stereotype. Sadly, SRK only delivers repetition. Empathy: As consumers warm up more to Aamir, brands get to yank more heart strings and purse strings. Friendliness: Aamir effectively removes barriers, while Shah Rukh inadvertently builds them. Consumers must get intimate with brands, not be intimidated. Grace: Aamir is elegance at work. Not sculpted artificiality. Honesty: Aamir is genuine and trustworthy. Not a Botox spectacle. Intensity: As relationships are cardiac, consumers will see a brand’s sincerity in Aamir’s depth. Jest: Aamir has a wonderful lighter side. People love someone who can laugh at himself. Knowledge: Aamir has grey cells in abundance as most brands hate brawn overdose. Leadership: He redefines benchmarks with every film, and so can he with brands. Machoness: Aamir isn’t about mean moustaches, he overtakes SRK with intelligent muscle. Newness: Aamir refreshes. SRK repeats. Simple. Originality: With constant newness, Aamir brings freshness to advertising. Patriotism: With unbridled Indianess, Aamir keeps rousing the nation. Quality: Aamir also brings a rare uncommonness. Much like many brands, I don’t ache for mass mediocrity. Respect: As acclaimed by critics, only Aamir can transfer his standing to brands. Softness: As all brands don’t need six packs, Aamir makes brands warmer. Talent: Aamir is multi-dimensional, multi-persona. SRK is monochromatic. How many more dancing brands do you need? Uniqueness: Instead of a rampant SRK, Aamir is as special as any brand. Value: Carefully under exposed as he is, Aamir is full bang for the advertising buck. Wisdom: Aamir’s marketing acumen and creative judgment are legendary –– right up to the Oscars. X Factor: Aamir is the multiplication factor. Youth: Aamir’s zest defines India’s bristling youth . Zeal. And as brands need to evolve, only Aamir brings that advertising resolve. So who’s the bigger brand idea? Aamir who can become your brand, or Shah Rukh who can only be his own brand? And that’s why he is a big brand idea. Amitabh’s Vijay was the voice of the marginalised section of the society. Shah Rukh’s Rahul is the voice of the mainstream youth. The youth which has got well accepted in the society and is driving things forward. Rahul undoubtedly is the biggest social brand idea post Vijay.

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