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Shah Rukh Khan: The Marketing Genius in the garb of an Actor


Discovery consists of seeing what everybody has seen and thinking what no one has thought. Have you observed Shahrukh Khan very closely? Whenever his film is scheduled to release, or some big-ticket event is around the corner, the superstar changes gears, and brings some fresh innovation to the table.

Year’s back he had given an interview to a famous glam magazine, which I happened to see recently on YouTube. His mannerisms even then stood out from the regular run of the mill stuff. The movie was ‘Darr’ and the cynosure of all eyes was Sunny Deol, who couldn’t stop but establishing his family credentials with the Chopra clan. But Shahrukh, even though his interview didn’t last beyond thirty seconds spoke about the script that made him agree to do the film. His confidence was visible, and he knew the knack of making his presence felt in a miniscule time frame.

Few years later, when he was releasing his first home production, Phir Bhi Dil Hai Hindustani, the contests he created for the audience, again was a first. Something which a lot of management students are taught today, the man has always been ahead of his pioneers when it comes to marketing his products.

I vividly remember, the year was 2008, and Mumbai had been hit by a major terrorist attack, that actually derailed his then big-ticket venture ‘Rab ne bana di jodi’. Yet, with whatever little space he got on the news media, with one stroke of genius promoted his film. He gave an interview to a leading daily, saying that ‘there exists a hero in each one of us. The common man is more brave and heroic when it comes to adversity, like the ones who laid their lives to save the city. That pretty much was the one liner of his movie too’.

Now as we await the release of his film ‘Happy New Year’ the Baadshah has taken promotions to an altogether new level. He has tied up with Zee TV and is promoting his film through a dance reality show. If industry insiders are to be believed, this idea has already generated about 100 crores to red chillies entertainment. Infact this time, his team has ensured that they are paid at every tele-based show they attend to promote their film.

Only time will tell how well the film is received by the audience but at the moment it definitely seems its Happy Diwali for this Yew Year team.

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