December 17, 2009 4:46:08 PM IST Enkayaar, Bollywood Trade News Network
SHAHRUKH KHAN and AAMIR KHAN
Would Aamir Khan be flattered that Shah Rukh has emulated him in the ad world space or would Shah Rukh Khan feel that he has brought about a grace in growing old in the arm of the beloved. There are indeed two ways to look at, at this proposition.
While Aamir Khan mesmerized the world with his old grandfather act in the TataSky ad in a defiant sort of way, Shah Rukh Khan took the same leaf out of Aamir Khan's book and decided to grow old to sell the cable TV Dish TV, but with aroma of romance flowing out from his bald pate and his not-so wrinkled face.
It has happened for the first time that the two competitors have been positioned against each other at a short interval, as their clash on the silver screen has rarely been coterminous, i.e. producers and directors associated with both the actors have consciously tried not to be in the striking distance of each other. Though they have been promoting rival brands of soft drinks, they have seldom appeared in the nearly same story line as they have featured in the ads of rival satellite television companies. Is it a manifestation of the relationship that they are having which has cajoled the copywriters to adapt nearly similar story lines?
The satellite and cable television is preparing itself for some exciting action as the plans are on the anvil to open the sector for foreign participation. It would also lead to interesting advertisements being released as both these stars have indeed evolved into brand identities for the respective brands that they endorsed and have over a course of time have subsumed their identities to let the brands talk about themselves, rather than allowing the star element to overpower the brand. From marketing perspective it is a healthy development as the brand is given the necessary push. It needs to be underlined that Aamir Khan never got a cover story for his films in the recent memory, but he made it to the covers of the Outlook magazine for his dual role in the Tata Sky campaign, the Mohini form.
With battle between the two stars really moving to the next levels, the day is not far off when they both could feature on the cover page of a news magazine for the respective brands that they endorse. It would also be interesting to see whether Shah Rukh Khan also do a parkour as Aamir Khan has done for his new biscuits advertisement? After all, Shah Rukh Khan also endorses a biscuit brand!