Enkayaar, Bollywood Trade News Network

An innocuous development that has mostly gone unnoticed, though it is associated with Mallika Sherawat, is that she has converted herself into a brand. What this would mean that now nobody can use her name for any thing without having her formal approval, and would have to pay for using her name. Purists may scoff at this development and could consider it as anti-thesis against the spirit of creativity associated with the medium called cinema.

But the development is going to have a profound impact for the industry in the long run. Now nobody can pass a remark or a joke involving Mallika's name and it would really become difficult to use her name without giving her the benefit of using it. This is how the system of branding in entertainment industry functions in the other places, and as a matter of fact the icons of the Indian cinema should have taken this step much earlier. They spent all their lives to evolve themselves and create a brand around their persona and then allow people to use it as putty for their own benefits, without giving any thought to pay a tribute to the original brand creator.

In the present times, it is the intellectual property around the name or the brand, which is the deciding factor, more so the person who holds the authority to use the name or the brand. It therefore is a good beginning that the person who has evolved into the brand, takes it upon himself to nurture the brand.

Branding would ensure that people would think twice before making any spoof on the individual. Be it a Mallika or anybody else, one should not have the liberty to pass a comment on the individual just to serve his purpose. It should spawn further new developments of this kind, as then industry would start appreciating the need for originality and would strive to be as original as possible in its evolution.


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