The invite to the Big Bash called it a ?second innings?. And what a second innings it has been thus far for superstar Amitabh Bachchan. This man, rising from the debris of Amitabh Bachchan Corporation Ltd (ABCL), his troubled company which was recently relaunched, now commands an even higher stature than what he did when he churned out hit after hit every Friday. A close industrialist friend of Mr Bachchan?s told me recently that the actor could be making more money today than he ever did when he was virtually riding the Mumbai film industry as a one-man show. Today, as AB Corp (as his company is now known) prepares to hold hands with some of the biggest corporate groups ? it could be the Birlas or the Tatas as Mr Bachchan told this paper some time ago ? it?s worthwhile to examine the kind of contribution the man can make as he bats on effortlessly in his second innings.
Only last week, one witnessed a spontaneous standing ovation for Mr Bachchan (a rare occurrence for Indian audiences who generally need to be goaded to applaud at shows), as he came onstage to receive the Lycra MTV Maha Style Icon award, visibly embarrassed by this latest sobriquet. But Maha Style Icon he indeed is. And few ? including those who aren?t used to chanting the ?Rishtey mein to hum tumhaare baap hotey hain? line even before he mouths the dialogue on screen ? would disagree with the fact that his iconic status in Indian cinema has only grown.
Mr Bachchan probably agreed when we had pointed out to him during an interview earlier this year that his ABCL experiment was, perhaps, ahead of its time as a concept. He had candidly admitted he had made mistakes and hadn?t managed it as it should have been. But the manner in which companies like Balaji Telefilms, Cinevista, Creative Eye, Mukta Arts and others have raised capital is proof enough that the road he wanted to take wasn?t the wrong one. Indian cinema, at that point, was in urgent need of transparency, professionalism and a good dose of corporate culture.
Today, as the Indian film industry continues its drive towards a cleaner and more professional image, with financial institutions like Industrial Development Bank of India already having successfully funded a clutch of films and some other banks getting into the business, it?s clear that the movement needs a push from someone of Mr Bachchan?s stature. And while he has endorsed a slew of brands as part of his second coming ? from ICICI Bank to Pepsi to Parker to Reid & Taylor and Nerolac now ? Mr Bachchan?s brand identity is probably most required by the industry which he still continues to dominate like never before.
With a Madame Tussaud?s wax statue and the Superstar of the Millennium tag under his belt (both of which he chooses to brush aside casually), he is best positioned to be the brand ambassador for Indian cinema to the world. He has made a beginning towards that with his India International Film Awards (IIFA) affiliation, but much more needs to be done. And now, having admittedly become more free with his roles at 61, he can do more than he could when the entire burden of a film?s fate was on his shoulders.
As Indian cinema turns increasingly global ? and not just because Aishwarya Rai features on the cover of Time ? Mr Bachchan can play a huge role in getting the Indian film industry to be even more transparent in funding, accounting and the manner in which it conducts itself. Besides, if a person of his standing decides to lend his name only to projects which have good, attractive scripts, professional directors and to projects of international quality, he can make a huge difference to Indian cinema. Mr Bachchan now has the counsel of close friends from the corporate sector and can easily transform himself into a brand ambassador for the Indian film industry. While his home state of Uttar Pradesh has just got him to become its brand ambassador, it?s high time the biggest star Indian cinema has seen moves ahead from merely playing patriarch on screen to taking on the role of patriarch of the over Rs 3,500 crore Indian film industry.