At 75, Brand Amitabh Bachchan is showing no signs of fatigue. With an estimated ₹15,000-20,000 crore riding on him through films, television shows and endorsements, the Shahenshah of Bollywood is as relevant to the younger generation today as he is to older people.
“There is a certain gravitas about Amitabh Bachchan that no other celebrity can match. From a brand perspective, he is a safe bet even though he is overexposed,” says Sandeep Goyal, Chairman, Mogae Media.
Goyal notes that for brands, the Don is a fail-proof endorsement cutting across age groups.
Bachchan endorses some 10 brands, including Oneplus, Lux Cozi, Kalyan Jewellers, Gujarat Tourism, Just Dial and even GST. He has also been the face of Sony’s Kaun Banega Crorepati in its ninth season and 17th year. “We believe there is about ₹15,000-20,000 crore riding on him,” says Goyal.
“Bachchan continues to be the constant force behind a phenomenon like Kaun Banega Crorepati. His ability to empathise with people from various backgrounds, his command over languages, and his ability to entertain and inspire the entire country creates the magic around KBC,” says Danish Khan, EVP and Business Head, Sony Entertainment Television.
Big earner
A Forbes list of rich actors puts Bachchan senior in the ninth place with cumulative earnings of $9 million.
“With KBC, Amitabh Bachchan has reinvented himself into a household name,” says Varun Gupta, MD, Duff & Phelps, a brand valuation firm. Bollywood experts believe that a film with Amitabh Bachchan can create magic. The Padma Vibhushan winning actor has essayed roles from a grumpy old father in Piku to being Abhishek Bachchan’s son in Paa to playing a bipolar-disorder suffering lawyer in Pink in recent Bollywood hits.
“The success of Pink is a reflection of his credibility and the aura he can create. He has managed to reinvent himself according to the changing times,” says a trade watcher.