Karan Johar tops the poll as the living director/ producer with the highest brand value with Rohit Shetty coming a close second.
From candy-floss flicks like Kuch Kuch Hota Hai to a family drama like Kabhi Khushi Kabhi Gham to the dramatic My Name Is Khan to the breezy Student Of The Year, Karan Johar has helmed every genre of films with finesse.
In fact his Kuch Kuch Hota Hai ranks fourth as a film with the highest brand recall over the last 100 years.
His presence on the social networking sites has also enhanced his brand value as has his presence on television shows, which like 84 per cent voters say, adds brand value to a film personality.
And it came as no surprise that he topped the Screen Annual Survey 2013 in the living director/producer with the highest brand value.
Karan Johar, who has reinvented himself with every film, now stands tall as the top director/producer with 14 per cent votes. Without doubt it is Johar’s showmanship to put together an ensemble with power-packed elements of extravagant sets, a yen for music and unique stories that have left a stamp on people’s minds.
“(One) can never self evaluate one’s brand worth, but I suppose one’s inherent personality is a large part of our brand equity. Apart from the work factor the personality is the add-on X factor. Connectivity is what makes the difference between a working actor and a star and that comes from off screen communication to the media,” said the media savvy Karan Johar.
Close on his heels with 13 per cent votes is Rohit Shetty. A pleasant surprise as Shetty is not exactly known to be a favourite with critics, who generally label his films like the Golmaal series as no-brainers. But the director, who is now synonymous with taking the audience on a joy ride of rib-tickling comedy and high octane action.
His action comedies has made him an audience favourite. His latest Chennai Express where he teamed up with Shah Rukh Khan for the first time has broken all box-office records,