Bollywood actor Shahrukh Khan (SRK), mired in controversy in the middle of the Indian Premier League (IPL), appears to have retrieved some lost ground with his team’s resounding win in the final of the tournament.
“SRK is an ‘Olympian’ brand and consumers connect with him emotionally,” said Darshana Bhalla, chief executive officer, MATES (the entertainment arm of Madison). “He has reached a stage where small MCA-like incidents create more of a buzz for him rather than becoming a barrier.”
“Marketers recognise that SRK is high on the RoI barometer, and brings value to any brand he works with, in most cases delivering 2-3 times returns on investments,” said Bhalla.
According to industry estimates, SRK charges Rs 4-6 crore a year for brand endorsements, and currently has 8-10 brands under his kitty. Nokia and Hyundai are his long-time partners.
“Unfortunate events dent brand values,” said Komal Nahta, trade analyst. “But for SRK, this does not come as a setback, but boosts his brand equity marginally.”
“People want to see more of him,” said Nahta.
Not everyone is all gung-ho about Khan’s brand value benefiting from the IPL win of his team. “In the past few years much negative was being written about SRK,” said Mahesh Ranka, CEO and founder, Indus Sports and Sponsors.
“His brand quotient was waning. The (IPL) win may bring something positive for him, but he needs to sustain it. The benefit will also trickle down to KKR franchisees, especially Gautam Gambhir. From now on whatever he does will be measured by his recent public demeanour,” Ranka added.