The phenomenal success of Salman's 'Being Human'
January 19, 2013 01:37:57 PM IST
By Enkayaar, Glamsham Editorial
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So finally, the brand has made its debut in the fashion mecca of the country, aka Mumbai, the brand which has been making buzz from the time its proponent started promoting it, the brand being 'Being Human', and the brand promoter and its celebrity endorser being Salman Khan. The catalyst for opening of the brand would have in one way or the other been the phenomenal successes that Salman Khan has enjoyed recently at the box office, especially after DABANGG 2. After Salman evolved the brand, he has been promoting it through all the events that he publicly graces and endorses, and it included 'Big Boss' as well. The other trigger for opening of the brand store could be the fakes of 'Being Human' flooding the market.
As a matter of fact the success or failure of a brand is determined by the volumes of its fakes available in the market and from that perspective 'Being Human' indeed has evolved as a brand which does not have the backing of a media plan or a marketing strategy, but has been a success owing to its brand promoter Salman Khan. Indeed, such has been the success of the 'Being Human' brand, that it would become a case study for the media strategists and market gurus of how a brand can be built without chalking up a strategy, then buying media time to push it. 'Being Human' indeed could be one of the biggest brands that have evolved from India in the recent times to take the world of fashion by storm, manifest from the fact that anybody and everybody who is conscious about brands and fashion has the desire to own a brand displaying the brand name ''Being Human''.
It is one of the apparent paradoxes of the world of cinema in India, that with such a phenomenal fan following in the country and around the world it has not been able to create, cultivate, nurture and foster brands in association with the icons who dominated and continue to dominate the day to day life of the average Indian cinema fan, 'Being Human' being the only exception.
Salman Khan with a dogged persuasion and relentlessly pushing it by endorsing it at all the available planes including wearing it day in and day out at various public forums that he appeared at. Besides, those who are associated with him were either cajoled to push the brand by wearing it, or were pushed to do it, whatever be the case; this effort created a buzz around the brand and the followers took it up. For instance, Arbaaz Khan at the premiere of DABANGG 2 was seen wearing a 'Being Human' T-shirt, while Salman Khan had taken the brand to a new level by wearing a T-shirt with the slogan 'Being Dabangg'.
To push the brand further, Salman Khan incorporated his brand identity in his micro blogging account as well. Salman Khan also leveraged on the goodwill that he exercised in the industry among his contemporaries to use them as brand managers in fashion shows to push his brand, and the icing on the cake was involving small children from the film fraternity to create a buzz around the brand, as Salman Khan had done in one of the fashion shows were he picked up Sushmita Sen's daughter to promote the brand. Salman Khan has been rather a lucky fellow in the Hindi film industry that he has worked with one of the most successful female actors across the time span and he has roped them in to model for his brand at various fashion shows.
CHECK OUT: Salman launches Being Human store in India
What has done the trick for Salman Khan is the fact that he has not otherwise been in the business of endorsing and pushing brands per se as his fellow actors have been doing for quite a long time. So for him it was rather easy to launch a brand of his own and let his fans take it over from there to establish it as a brand which is now the talk of the cinematic fraternity.
The title of the brand also is an extension of the kind of charitable works that he is associated with and therefore its acceptance was rather swift and fast. After all, at the back of the mind we all aspire to Being Human, and there is no other fashion brand in vogue presently which rides piggy bag on charity and could this also be one of the reasons why the brand 'Being Human' is slowly but firmly expanding its horizon. Indeed, the concoction that Salman Khan has brewed with his iconic brand 'Being Human', of weaving a synergy between fashion and charity is one of the few rare examples of such kind.
Endorsing or being associated with a fashion statement, brand or an event, but for the participants and the associates is always viewed through a prism of guilt, but this kind of exercise is not associated with 'Being Human' at all. For the fans of Salman Khan, his loyalty to the brand that he has promoted is also a motivating factor. Though Salman has endorsed other brands, while endorsing 'Being Human', Salman Khan has ensured, that it's an extension of his own brand identity, so that the message of the product is never diffused, as it happens in case of most of the endorsements that the film stars of his ilk do.
Salman Khan wears his brand with pride and this creates the fan following and positioning of the brand. May be, the success of 'Being Human' would inspire others to have a relook into the whole process and build up another brand like Being Human. It is high time the same is done and is done on an urgent basis. Aamir Khan could think about a brand 'Satyamev Jayate' instance!
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