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, which clearly explains the clout he enjoys.
"My USP is that I make films for the family audience. Mention that it is a Rohit Shetty film and the entire family is all excited to watch it. No one gets uncomfortable as there is no vulgarity. More than anything else you have to connect with the audience. If your name brings them to the theatres then you are a brand,” said Shetty very clearly.
Rajkumar Hirani is said to be the modern-day Hrishikesh Mukherjee with his simple stories and quaint brand of humour in films 3 Idiots and the Munnabhai series. He has often proved that funny does not have to be low-brow. Hirani’s penchant for sugar-coating social messages has struck an unbreakable chord with the audience and gets 11 per cent votes.
It’s not surprising that new-age director Anurag Kashyap with his dark and gritty films like Dev D and Gangs Of Wasseypur has made a deep impact. Kashyap ranks fourth in the survey with nine per cent votes, just a notch higher than Rakeysh Omprakash Mehra. The latter, who’s synonymous with patriotic, real life stories like Rang De Basanti and Bhaag Milkha Bhaag gets 8 per cent votes.
Other film-makers, who made it to the list for creating a strong brand connect with cinegoers are Mahesh Bhatt (7 %), Aditya Chopra (7 %), Farhan Akhtar (6 %), Sanjay Leela Bhansali (4 %), Ram Gopal Varma (4 %) and Ashutosh Gowarikar (3 %) — in that order.
Be unique, be individualistic – seems to be the message of the results of Screen Annual Survey 2013 for film-makers with strong brand value.
Screen asks the stars as to what they think is their Unique Selling Proposition (USP) and what contributes to an actor becoming a brand name?
Connecting to fans
I am really not sure about my USP, but I can say that I try to be simple and connect to people’s heart. Every star has his own USP and uniqueness. There cannot be one thing which can be applicable to everybody. Having said that, I would like to add that you become a brand when you connect to people’s hearts.
My USP as brand Kangana Ranaut is that I am quite fearless when it comes to what I believe in. And this is reflected in what I speak and the kind of choices I make when it comes to selecting my films.
Off the beaten track
My USP as a brand is that as a film-maker, I stay off the beaten track! The brand value of a star is defined by one who he intrinsically is as a person. He could be passionate, money-minded, prolific etc., but has his own individuality.