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During its peak time, the Brand AB was differentiated as relevant to the social, economic and political context. When it lost out on this advantage, the film-makers' hesitance to depart from the proven formula damaged the brand.
KBC repositioned the Brand AB from the angry young man fighting against corrupt society, to that of an achiever who, having journeyed from being an unknown common individual to most popular film star of Indian society, is willing to guide people along the path of achievement. Film-makers' responded to this repositioned Brand AB with films like 'Kabhi Khushi Kabhie Gham (2001)', 'Mohabbatein (2000)', 'Khakee (2004)', 'Black (2005)', etc.

Current Scenario - Threats

There are certain changes in today's society and cinema audiences. First of all, when we talk of Hindi film market of today, there is a substantial rise of the NRI market. Also there is a huge growth of multiplex audiences, as the number of multiplexes in India is growing in an exponential manner. Also the audience is younger. When we talk of the social context, it is the age of young achievers. Especially due to the growth of software business, more and more young people are becoming successful and rich at a younger age. These young achievers are also relaxed and fun-loving in nature. So the brand of Indian film heroes which is becoming more and more popular today is the Brand Rahul of 'Kuch Kuch Hota Hai (1998)', or the Brand Nicki of 'Salaam Namaste (2005)' - young, fun-loving, relaxed achievers. There are new age heroes who fit this brand image - Sharukh Khan, Hrithik Roshan, Saif Ali Khan. They can connect to the young audiences more spontaneously. All these factors can be a threat to the Brand AB.

Change Efforts & Conflicts of the Brand AB

Now the Brand AB is again trying to change, as it is trying to connect to younger audience. First hint of this change came with the change in packaging of Brand AB in KBC-2. Amitabh Bachchan appeared in leather jackets and open-necked shirts in KBC-2; spoke Hinglish, the language of the modern generation. Even the advertisements in which he appears tries to showcase the younger side of the brand or the brands endorsed are having a young image in itself. The "Pappu Pass Ho Gaya" ad of Cadbury, the other brands he endorsed like Pepsi, ICICI or Hajmola, etc., point to this direction only. Also the character played by the Brand AB in the film 'Kabhi Alvida Naa Kehna (2006)' - "Sexy Sam" is a colorful but old flamboyant character young at heart; who has aged in years but behaves like a young teenager flirting with the females.

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* Contributed by: -
Shirshendu Ganguli,
Research Scholar,
ICFAI Institute for Management Teachers, Hyderabad.