After the feeling has set down that SLUM DOG MILLIONAIRE has been one of the biggest hits at the Oscars, and the Indian party comprising of Rahman, Anil Kapoor and Irfan Khan, when it returns home, may find that there salability as a brand marketing and endorsing products has suddenly expanded.
While Rahman and Irfan Khan are already there in the market, Rahman being the band ambassador for Airtel, it would indeed have a far-reaching benefit for Airtel, if it were to capitalize on the success achieved from the SLUM DOG MILLIONAIRE. Airtel is one of the advertising partners for Indian Premier League or the IPL, whose second season is going to roll from April. It is the case with Irfan Khan. Incidentally, he is also associated with a communication brand, Vodafone, where he has made a mark for himself as a brand ambassador with his deadpan acting.
The choice of both of these personalities in marketing a communication related product seems to have generated curiosity, is a manifestation of creativity and is the outcome of the imaginative swipe of mind to use them. The choice of Rahman and Irfan is also guided by the fact that they continue to be on a forgetting curve, instead of being on a learning curve. This trait is also a hallmark of Anil Kapoor as his film career is also a career of forgetting curve i.e. forgetting what has happened in the past and getting along in life.
Drawing a leaf from this forgetting curve may be Anil Kapoor, after the success SLUM DOG MILLIONAIRE has received would start an innings in the world of endorsements and advertising as well. SLUM DOG MILLIONAIRE should serve as an example for all of those who are associated with the business of filmmaking we need to change our approach of filmmaking.
SLUM DOG MILLIONAIRE has emerged as an Outlier that could give a new definition to the manner in which filmmaking is done in India, in terms of sound, in terms of technology and in terms of incorporating the printed words into dream scripts. It should be seen more as an example of cooperation between novel writers and scriptwriters, and tightening the loose ends in conversion of the written word into a script, then whole world would indeed bow to the creative prowess of India on a regular basis.