When the Tata Sky unraveled its new campaign with its brand icon Aamir Khan knowingly or unknowingly it was able to seek inspiration from the Indian mythology of existence of both the forms male and female in a person, which was referred to as Ardhnarishawar. Our literature has been emphasizing and underlining about existence of both the traits in an individual and it indeed took a long time for somebody to visualize along these lines. The context might have been changed to give it a modern texture; however the idea is a precinct one which has been emphasized in various works of literature and Lord Shiva is considered to be one of its embodiments.
It takes courage to do both the getups in a single frame and Aamir has done it with aplomb. In the present generation he was the first person who enacted the role of a female character in BAAZI, which incidentally was an Ashutosh Gowarikar film and it had started a trend of drag characterizations, and Govinda had emerged as one of the actors who frequently adorned the female characterizations in his various roles.
The actors down the ages to get close to the female actors have used as a matter of fact getting converted into female role as a favorite prop. In the black and white era Rajinder Nath used to specialize in this get up, even Shammi Kapoor did it with aplomb in KASHMIR KI KALI, while Pran did it in DILLI KA THUG along with Kishore Kumar. It has however happened for the first time that an actor has enacted both the female and male roles in a single frame and this is what makes this campaign interesting one.
It would indeed be interesting now in light of Shah Rukh and Aamir pitching for the two major dish companies Dish TV and Tatasky, who is going to become the brand icon for Big B. Would it be the Big B family embodying the family value, or Big B himself. The viewers are in a guessing mode.