“KHAN ” THEY SURVIVE ?

“Sometimes legends make reality, and become more useful than the facts.” – Salmaan Rushdie

But how legitimate are those facts? The famous Khan trio have been worshipped like idols by their fans for over a decade now. Be it Shah Rukh, Salmaan or Aamir, they remain a voodoo, which works well not only for big production banners but also for other aspects of the entertainment and advertising industry. The Khans have a charisma of their own that creates an echoing euphoria amongst many. Their magnetism attracts the young and the old not only in India, but across global boundaries as well. Individually each one of them have become a brand in themselves and one can guarantee that they are ambassadors of Brand India globally.

Has the brand image raged a war between them, is always a simmering question. There is always speculation among the pundits to know if one Khan has taken on the rejected offer? Or is the King Khan the highest paid?

The journey of the Khans has been truly energized with no dull patch, Shah Rukh has been the ‘badshah’,  who pulls crowds and melts the glaciers with his warm smile. He can turn the direction of the tidal waves with his charm. Salmaan has the charm to make a place in every house on every table in every heart, while Aamir stirs the intellect in a surprising way time and again almost like endorsing it.

No news is complete without the Khans. Be it SRK’s race in reality TV, Salmaan’s never ending love sagas or Aamirs elusiveness to award functions, the trio are hogging the limelight some way or the other.

The influence of the Khans in every household is felt to a great magnitude. Hence every marketing head of any brand wants to have one of the Khans onboard. The result – SRK is seen selling a head oil, the ‘bad boy’ Salmaan convinces the viewers to buy his endorsed shoes and lastly Aamir wants us to use his promoted dish TV.

The trio is more like an investment, like an equity account. Be it a producer or an advertiser or even the ‘aam janta’, a general feeling amongst all is that the Khans are bankable and dependable. However, in today’s world where life moves faster than time, the Khans sustainability is being put to test.

With the urban audiences gaining intellect with times, a saturation point appears to be closing in, could there be a threat to the ‘sultanate’ of the Khans?

It has not gone unnoticed that only one Khan in terms of box office has made huge block busters and meaningful cinema. Aamir, in the recent past, gave India an Oscar nominee in ‘Lagaan’, an emotional ‘Taare Zameen Par’ and a fun-filled ‘3 Idiots’. However, the other two Khans seem to have fallen flat with the box office numbers. Neither Salmaan’s much anticipated ‘Veer’ performed nor SRK’s ‘My Name is Khan’ created the King Khan’s magic on screen.

Does the common man now expect the Khans to do meaningful cinema rather than just endorsing worthless products? Have the audiences’ expectation varied with changing times?

Most filmmakers and brand managers look to capture the mind of the youth, who represent a growing nation. It is exactly this cream of the intelligent society that is attempted to engage first. However, the urban youth today want more meaningful cinema and look forward to brain stimulating content – a clear reason why a Hollywood flick like ‘Inception’ continues to remain housefull on the 3^rd week in Indian metros. The cinegoers want something beyond the usual drama. Hence a doubt has surfaced in our minds as to How long with the Khan effect last in this era?

Though Aamir Khan’s battle for survival seems to be more productive in India, his test globally is yet to be ascertained. The other two Khans continue to create immense euphoria globally and in rural part of the country. However, the urban masses seems to have made a shift to endorse their own statement and not emulate either SRK or Salmaan. Hence the question arises – Is the Khan brand deteriorating? ‘Khan’ they survive?