INT NAuP0R

Aamii Khan
A PERFECT Buman Bianu

Aakash 1yag| (2010002)

9]2]2011

Brand Aamir khan`s Product Portfolio:

As an Actor:
O Yaadon Ki Baarat in the year 1973, where he played the role oI Young Ratan
O adhosh in the year 1974, where he played a child artist
O oli in the year 1984 , where he played the role oI adan Sharma
O "ayamat Se "ayamat Tak in the year 1989, where he played the role oI Raj which won him
the National Film Special Jury Award, the best Debut (male) at FilmIare award and a
Nomination Ior the Best Actor (FilmIare Award)
O Raakh in the year 1989 where he played Aamir ussein, which won him a National Film
Special Jury Award in addition to being nominated Ior the best actor (FilmIare Award)
O ove ove ove in the year 1989 where he played the character oI Amit
O Dil in the year 1990 where he played the character oI Raja Ior which he was nominated Ior
the best actor (FilmIare Award)
O Awwal Number in the year 1990 where he played the character oI Sunny
O Tum ere o in the year 1990 where he played the character oI Shiva
O Deewana ujh Sa Nahin in the year 1990 where he played the character oI Ajay Sharma
O Jawani Zindabad in the year 1990 where he played the character oI Shashi
O Dil ai Ke anta Nahin in the year 1991, where he did the role oI Raghu Jetley which got
him a nomination Ior the best actor (FilmIare Award)
O AIsana Pyaar Ka in the year 1991, where he did the role oI Raj
O si Ka Naam Zindagi in the year 1991, where he did the role oI Chotu
O Daulat Ki Jung in the year 1991, where he did the role oI Rajesh Chaudhry
O Jo Jeeta Wohi Sikandar in the year 1992, where he did the role oI Sanjaylal Sharma which got
him a nomination Ior the best actor at the FilmIare Awards
O um ain Rahi Pyar Ke in the year 1993, where he did the role oI Rahul alhotra which got
him a nomination Ior the best actor at the FilmIare Awards
O Parampara in the year 1993, where he did the role oI Ranbir Prithvi Singh
O n the year 1994, Aamir was seen in Andaz apna apna as Amar anohar Ior which he was
nominated Ior the best actor (FilmIare Award)
O Rangeela in the year 1995, where he did the role oI unna which got him a nomination Ior
the best actor at the FilmIare Awards
O Baazi in the year 1995, where he did the role oI nspector Amar Damjee
O Aatank i Aatank in the year 1995, where he did the role oI Rohan
O Akele um Akele Tum in the year 1995, where he did the role oI Rohit
O Raja industani in the year 1996, where he did the role oI Raja industani and won the best
acor award at the FilmIare Awards
O shq in the year 1997, where he did the role oI Raja
O hulam in the year 1998, where he did the role oI Siddharth arathe and was Nominated Ior
the Best Actor (FilmIare Award) in addition to being Nominated Ior the Best Playback Singer
(male) at FilmIare Awards
O SarIarosh in the year 1999, where he did the role oI Ajay Singh Rathod and was Nominated
Ior the Best Actor (FilmIare Award)
O ann in the year 1999, where he did the role oI Dev Karan Singh
O arth (1947) in the year 1999, where he did the role oI Dil Navaz
O n the year 2000, he did the Iilm ela and played the character Kishan Pyare.
O agaan in the year 2001, where he did the role oI Bhuvan that won him the best actor award
at the FilmIare Award
O Dil Chahta ai in the year 2001, where he did the role oI Akash alhotra and was Nominated
Ior the Best Actor (FilmIare Award)
O angal Pandey in the year 2005, where he did the role oI angal Pandey and was Nominated
Ior the Best Actor (FilmIare Award)
O Rang De Basanti in the year 2006, where he did the role oI Daljit DJ` Singh and was
Nominated Ior the Best Actor (FilmIare Award) and the Award Ior the Best Actor (FilmIare
Critics)
O Fanaa in the year 2006, where he did the role oI Rehan "uadri
O Taare Zameen Par in the year 2007, where he did the role oI Ram Shankar Nikumbh and was
Nominated Ior Best Actor in a supporting role (FilmIare Award)
O hajini in the year 2008, where he did the role oI Sanjay Singhania and was Nominated Ior
the Best Actor (FilmIare Award)
O uck by Chance in the year 2008 in a special appearance
O 3 diots in the year 2009, where he did the role oI Chanchad (Rancho)/Ranchhoddas
Shamaldas/ Phunsukh Wangdu and was Nominated Ior the Best Actor (FilmIare Award)
O Dhobi hat in the year 2011, where he did the role oI Arun
O Delhi Belly in the year 2011, where he did the role oI Disco Fighter in a special appearance
O n the year 2012, the Iilm Dhuan which is being Iilmed


Producer
n 2001 Khan set up a production company known as Aamir Khan Productions. ts Iirst Iilm was
Lagaan. The movie was released in 2001, starring Khan as the lead actor. The Iilm was selected as
ndia's oIIicial entry to the 74th Academy Awards in the Best Foreign anguage Film category.
Year- Film
2001 -Lagaan
2007- Taare Zameen Par
2008 -Jaane Tu Ya Jaane Na
2010 -Peepli Live
2011 -Dhobi Ghaat
2011 -Delhi Belly
2012 -Reema Kagtis Untitled Profect


As a director and a writer:
O "ayamat Se "ayamat Tak in the year 1988 as a story writer
O um ain Rahi Pyar Ke in the year 1993 as a screen writer
O Taare Zameen Par in the year 2007


5ansion of brand into Different Markets:

Aamir Khan has decided to host a talk show on television. owever, unlike the other two Khans,
Aamir's is not going to be a game show but will in Iact be on the lines oI Oprah WinIrey's show.

The show, believed to address the common man's problems, instantly took to Aamir's Iancy, who has
really begun warming up to the show.
The Iormat involves picking common people, who will talk about the problems they're Iacing,
reported. t will include a documentary based on the person's liIe and the issue they're struggling with.

Finally, Aamir will come into the picture as he has a one-on-one interactive with the person in
the studio. The show has a very strong human interest angle to it. And oI course, r
PerIectionist wants to get more involved. n Iact he wants to meet each oI the participants beIorehand
as well.

hanges In Market share Of the Brand:
Since 2011, many things have changed Ior the industry, many actors came and gone, but those who
have stayed, are the ones who were the best. AIter the success oI sarIarosh in 1999, Aamir was
considered as an actor oI class. I we go on by the ratings oI Iorbes ndia during the year 2001;
Rank Actor Age Most Recent Films
1.
Amitabh
Bachchan
58 ohabbatein (2000), romance; Hindustan Ki Kasam (1999), action
2. rithik Roshan 23
Kabhi Khushi Kabhie Gham (2001), Iamily comedy; ission Kashmir
(2000), police-terrorist thriller
3. Aamir Khan 35
ela (2000), police drama; Sarfarosh (1999), ndian version oI A Few
Good en
4. Aishwarya Rai 27
Josh (2000), ndian version oI West Side Story; Kandukondein
Kandukondein (2000), adaptation oI Sense and Sensibility
5. adhuri Dixit 33 Pukar (2000), espionage thriller; Gafa Gamini (2000), drama
Sources: exis-Nexis, Dow Jones nteractive, oogle.com, DB.com, bollywoodonweb.com,
Forbes.
Aamir was considered on the third spot even then. But, after a decade long of transformation of the
industry and the people associated with it, we can conclude that Aamir Khan is a brand to reckon
with and this is what the ratings also suggest. Below are the ratings given by a popular Bollywood
rating website.
Criteria Ior determining Top 10 Bollywood Actors are:-
1. Commercial Success: Only the ndian Box OIIice collections are calculated upon.
2. Previous 3 movies oI each star are taken into account.
3. ow big a movie is hit or Ilop is evaluated depending upon the box oIIice collections and the cost
oI the Iilm aka RO (Return on nvestment). Blockbuster, Super it, it, Average, Flop, Disaster, etc
4. mportance oI Role - whether it's a supporting role or lead actor perIormance.


#1 - Aamir Khan
Dhobi hat: Below Average (14 cr)
3 diots: All-Time Blockbuster (202 cr)
hajini: All-Time Blockbuster (114 cr)


#2 - Salman Khan
Ready: Blockbuster (120 cr)
Dabangg: All-Time Blockbuster (140 cr)
Veer: Flop (49 cr)


#3 - Shahrukh Khan
y Name is Khan: it (72 cr)
Rab Ne Bana Di Jodi: Blockbuster (86 cr)
Om Shanti Om: Blockbuster (79 cr)
**Billu (Cameo only, not counted)

#4 - Ajay Devgn
Singham: Super it (97 cr)
Dil Toh Baccha ai Ji: Flop (28 cr)
olmaal 3: Blockbuster (107 cr)


#5 - Ranbir Kapoor
Anjaana Anjaani: Average (47 cr)
Raajneeti: Super it (92 cr)
Rocket Singh - Salesman oI the Year: Disaster




#6 - mran Khan
Delhi Belly: Super it (55 cr)
Break Ke Baad: Flop
ate uv Storys: it (43 cr)



#7 - SaiI Ali Khan
Kurbaan: Flop
ove Aaj Kal: Super it (66 cr)
Thoda Pyaar Thoda agic: Disaster



#8 - mraan ashmi
urder 2: Super it (45 cr)
Dil Toh Baccha ai Ji: Flop (28 cr)
Crook: Disaster



#9 - Farhan Akhtar
Zindagi Na ilegi Dobara: Super it (91 cr)
Karthik Calling Karthik: Flop
uck By Chance: Disaster



#10 - rithik Roshan
Zindagi Na ilegi Dobara: Super it (91 cr)
uzaarish: Disaster (39 cr)
Kites: Disaster (48 cr)




hanges in turnover of the brand:
With annual income oI nearly $12 million, Aamir khan has been cited as one oI highest Tax paying
ndian celebrity with only Akshay Kumar and Shahrukh Khan leading him in the race with $13.5 and
15 million respectively Ior the year 2011.
The change in the brand`s earning perIormance is due to two reasons- product/ brand associations,
stake holding in every upcoming movie. We will talk about both:
arlier Aamir was Iollowing the lead by asking money Ior doing the job in the movie. But since he
has realize that he`s a brand capable enough oI gathering crowds to the big screens, e has started
charging less salaries and asking a stake in the movie shared with the promoters. This gives him a bit
more oI a risk but a lot more in return. No doubts he`s making one movie at a time and this actually
raises the odds oI success oI any movie than doing a bunch together as the lead character is
completely Iocussed on a singular project at hand.
Brand associations and product associations will be dealt upon in detail in the next section.

inning Leveraging Strategies Of The Brand:
As we all know, a great deal oI leveraging oI brand equity oI any big celebrity comes Irom
endorsements. t becomes even more important in case oI Aamir khan because he takes his job as
brand ambassador extremely seriously.
For example, he drives the nnova car which he publicises in the media, also he drinks the same
mineral water he endorses in coca cola commercial; Also, he is a social icon with his movies like
Rang De Basanti and hence associated with various social causes like the one we have already
witnessed in New Delhi Ramlila round during Anna azare`s Iast.
People relate Aamir with whatever he endorses in the true sense unlike the other superstars (eg,
Shahrukh endorsing Iairness cream and the like) and hence he`s a breed apart.
Following are some oI the brands endorsed by Aamir Khan till date.
oca ola






Titan atches






Toyota "innova"






Misc






Samsung






Parle Monaco biscuit

Tata Sky






Incredible India






F 60 arth Hour






Ambassador for Lead India 2009








Failed Leveraging Strategies which ost Aamir Dearly:
Since 1992 till 1999, Aamir was doing really well on the box oIIice with one movie each year policy
and making them a success. Until came a disaster in the year 2000.
Aamir wanted to relaunch his brother Iaisal and had requested his Raja industani director Dharmesh
Darshan to come and see Iaisal perIoming in a Play and Iind a suitable role Ior him and he will blindly
do the Iilm. AIter seeing Faisal play, Dharmesh darshan decided to do ela keeping Faisal`s
personality in mind which Aamir agreed without any question as he totally believed in dharmesh
darshan ability as he had Iollowed his instruction and did what he told him Ior Raja industani`s
Character and which was a huge success on the box oIIice.
Though in near future Aamir reali:ed it was a biggest mistake of his film career.
The movie Iell oII the screens and it gave a huge loss to the brand image oI Aamir, r. PerIectionist
was not in his real magic because oI the weak storyline and unruly cast oI the movie. What he did
later on, through getting a great deal oI indulgence and interest in the projects he was part oI, he could
begin doing in this movie itselI and save it Irom an ultimate death. But, a person learns Irom his
mistakes and aamir is a great example oI this philosophy as he came up with more promising projects
having a higher involvement oI the actor.


As year went Aamir grew as more mature filmmaker, a better 5erson, a better actor. very
year giving more meaningful films. He is trendsetter in all way. He was first actor to start a best
debut award when his first film become a huge success at a time when there were no takers for
newcomer as Amitabh, Anil ka5oor and all old actors were ruling the industry, he came at that
time when industry required a fresh face bringing with that ho5e for other as5iring actors.
ith Aamir starting a trend soon followed other actor like Salman Khan and Shahrkh khan