If Michael Jackson could style himself as the King of pop, our celebrities in India have taken personal branding to the next level.
If one film star is called a Rebel Star, the other is called a Cute Star. Creating avatars of themselves is one way of staying relevant and larger than life. And sometimes, avatars can be hereditary, passed down like titles. Don’t believe me? Check this out!
One South Indian actor is called ‘Mega Star’. His brother is called ‘Power Star’. The Mega Star’s son takes on a chutnified mantle from his father and uncle, and is called ‘Mega Power Star’. In Bollywood, Big B’s son is called ‘Baby B’ or ‘Junior B’, his grand-daughter – ‘Beti B’.
These chutnified avatars or celebrity brand names have a very pragmatic purpose. In this attention deficit entertainment economy, they help producers market their films to millions and get cash registers ringing. For the film stars, it is an attempt to enhance their brand value in this fickle, transient market place. Perhaps, it is also a survival mechanism, a means to make themselves more marketable in this multi-million-dollar business.
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