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Case
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Reference no. 519-0173-1
Subject category: Marketing
Authors: Sushree Das
Published by: Amity Research Centers
Published in: 2019

Abstract

From playing the angry young man in the 1970s to the cool old gentleman in recent years, Amitabh Bachchan (Bachchan) successfully extended his superstardom in the Indian cinema more than anyone else. During his career he essayed the role of a film actor, film producer, an occasional playback singer, a popular television show host, a politician, a philanthropist, an entrepreneur as well as a brand endorser. With his share of ups and downs in the initial phases of his film trajectory, Bachchan created a niche for himself as a versatile film personality, a brand, as well as a good human being. He was not only a sought-after actor since the last fifty years, but also a popular iconic figure in the country. Besides, Bachchan's contributions to the society were immense. He made efforts to help people in distress specifically during natural disasters, as well as promoted health, tourism and overall development on behalf of the Government. For his fans, Bachchan was a living legend, for brands he was their face, which being a septuagenarian also could not deter. Inspite of several setbacks including health issues, bankruptcy in business and movie failures, Bachchan had the ability to reinvent himself in a new role after every failure. Although his reputation in the film and entertainment industry grew over the years, experts somehow felt that he was overused as a brand. They warned this could lead to a decline in his brand recall value and his influence on potential customers of a brand. While Bachchan was widely considered as a brand that had no age barriers, will the same considerations remain constant forever?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2019.

Geographical setting

Region:
World/global
Country:
India

About

Abstract

From playing the angry young man in the 1970s to the cool old gentleman in recent years, Amitabh Bachchan (Bachchan) successfully extended his superstardom in the Indian cinema more than anyone else. During his career he essayed the role of a film actor, film producer, an occasional playback singer, a popular television show host, a politician, a philanthropist, an entrepreneur as well as a brand endorser. With his share of ups and downs in the initial phases of his film trajectory, Bachchan created a niche for himself as a versatile film personality, a brand, as well as a good human being. He was not only a sought-after actor since the last fifty years, but also a popular iconic figure in the country. Besides, Bachchan's contributions to the society were immense. He made efforts to help people in distress specifically during natural disasters, as well as promoted health, tourism and overall development on behalf of the Government. For his fans, Bachchan was a living legend, for brands he was their face, which being a septuagenarian also could not deter. Inspite of several setbacks including health issues, bankruptcy in business and movie failures, Bachchan had the ability to reinvent himself in a new role after every failure. Although his reputation in the film and entertainment industry grew over the years, experts somehow felt that he was overused as a brand. They warned this could lead to a decline in his brand recall value and his influence on potential customers of a brand. While Bachchan was widely considered as a brand that had no age barriers, will the same considerations remain constant forever?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2019.

Geographical setting

Region:
World/global
Country:
India

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