In an era where youth drives consumerism, Amitabh Bachchan’s endorsement crown is slowly slipping to younger stars. Today his brand worth equals that of actors like Saif Ali Khan and Akshay Kumar while Shah Rukh Khan rules the roost, write Sonali Krishna and Ratna Bhushan in The Economic Times
The original Don of Bollywood seems to be losing his grip over the endorsement space as a result of what some industry watchers are calling the Twenty20 effect. In an era where youth is driving consumerism, Amitabh Bachchan’s endorsement charisma is clearly showing cracks. Box-office failures and the many political rows too seem to have hurt Brand Bachchan’s career.
Sample this: Mr Bachchan today commands the same value as Saif Ali Khan and Akshay Kumar, which stands at nearly Rs 3-4 crore per ad deal. Bollywood Badshah Shah Rukh Khan, who seems to have snatched Big B’s crown in the last one year, garners as much as Rs 5.5-6 crore per ad.
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