They are young, restless and are out to change the concept of stardom. Gone are the days of the inaccessible star in his ivory tower. Today’s star is everywhere — from your newspaper to the fuel station to the biscuit you eat and the evening TV news.
So, while Abhishek Bachchan does Dhoom2 and sways to AR Rahman’s music in Guru, he can also be seen selling one or the other brand. Same applies for other actors too. Even the ice maiden Aishwarya Rai can be seen around more than before, especially after her Hollywood stint.
Of course, it helps in flooding the mind of the audience with the star’s image, which ensures that the people don’t forget the name, the face and the film. Walking the ramp is the latest trick to bombard the viewer with oneself and attending various parties and appearing on TV too are catching up. Recently, John appeared on the sets of Big Boss. Says Shah Rukh Khan, who will soon be seen on KBC: “Till now, I’ve been living in the hearts of people, now I’ll enter their bedrooms as well.” Feels trade analyst Taran Adarsh: “Actors today are more aware of their careers and want to make the best in the given time.”
Doesn’t this lead to over exposure? Says Big B, “At 60 plus, I’m more concerned about exposure, leave alone over exposure.” In India you can never have enough of Bollywood.