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Shah Rukh Khan Vs Aamir Khan: Who Is the Better Marketer?

Shah Rukh Khan Vs Aamir Khan: Who Is the Better Marketer?

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Shah Rukh vs : Who is the Better Marketer?

No one doubts the celebrity or endorsement power of ’s Badshahs – Rukh Khan (Shah Rukh) and Aamir Khan (Aamir). What started as a professional rivalry is also getting played out in the brands endorsed by them, making it a keenly-watched and most-talked about celebrity war. However, the most intriguing question doing rounds, both in Bollywood as well as corporate world, these days is: who is the better marketer – Shah Rukh or Aamir? While some thank them for having set in motion refreshingly new brand of Indian marketing with their exquisite marketing blitzkrieg, many still wonder who would be a better marketer – both for their home productions’ movies, their respective business ventures as well for as their movies. Business Today reported on the scaling up of an entertainment conglomerate by Shah Rukh – consisting of the segments ranging from film-making and visual effects to television commercials and cricket. Highlighting Aamir as ‘a marketing genius’, it stated, “ are his bread and butter, and endorsements his jam.Aamir Khan, in contrast to SRK, has fewer irons in the fire but he’s as effective”.1 How both of them invented elaborate mental construct to manage the stardom in the backdrop of Bollywood’s transformation since early 1990s, sounds interesting.

Film Promotion: Scripted by Hollywood, Executed by Bollywood Bollywood movies, prior to 1990s, were marketed and promoted by distributors through traditional means such as television, radio and paid advertisement in print media. However, rapid commercialisation of movies and advent of online media platforms through the 1990s and first decade of the new millennium have augmented the traditional methods of movie promotion and marketing. Bollywood’s foray into overseas market during the same period helped it to pick up a few strings from movie promotional tactics scripted by Hollywood. Post-liberalisation, Hum Aapke Hain Kaun (1994) became the first Bollywood movie to be released overseas targeting the Indian diaspora successfully. The following year, a musical love

1 Subramanian Anusha, “The Other Khan: A Marketing Genius”, Business Today, February 21st 2010

This case study was written by Prashanth Vidya Sagar Thalluri under the guidance of Dr. Nagendra V. Chowdary, IBSCDC. It is intended to be used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. The case was compiled from published sources.

© 2010, IBSCDC. No part of this publication may be copied, stored, transmitted, reproduced or distributed in any form or medium whatsoever without the permission of the copyright owner.

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Shah Rukh Khan vs Aamir Khan: Who is the Better Marketer? story portraying the life of Non-Resident Indians (NRIs) and their Indian sentiment, Dilwale Dulhania Le Jayenge (DDLJ) – which set a new record at the Indian Box Office collections – was also a major hit overseas. Bollywood got a new vigour when was selected as the ‘Greatest Star of the Millennium’2 in BBC online poll in July 1999, surpassing many Hollywood legendary stars. Consequently, a number of movies such as , Taal, , , Hum Saath Saath Hain, Kaho Naa Pyar Hai, etc. were released overseas. With each release, Bollywood attempted to adopt and execute the Hollywood- promotional strategies. Implementing Hollywood’s film promotional techniques in – such as creating buzz, showing small movie clippings during a television show,talk shows involving crew and cast of the film describing technical details of the film and their experiences respectively – became a common practice of top Bollywood stars. Leveraging on growing information technology, Bollywood promoted films in the virtual world by creating websites containing movie trailers, rushes from the film and even virtual games. Ramesh Taurani, a leading film producer states, “Marketing a film in today’s times is absolutely imperative as our audiences want to get a taste of the film before they make up their minds to see it. Marketing not only needs to spread in terms of demographics but it should also be relevant, interactive, engaging and competitive.”3 Many a Bollywood stars such as (Salman), Akshay (Akshay), Shah Rukh andAamir attempted to promote their movies through buzz, viral and digital marketing. For promoting his movie, Veer, Salman created buzz by announcing that he would ride a filly named Wild Rose at the Million Horse sponsored by Hello magazine in . He visited the multiplex, Prasad’s IMAX in Hyderabad and also visited Jamnabai Narsee School’s Cascades annual day celebrations in the suburban Mumbai along with Bollywood actress and delivered an electrifying message to children – how to triumph in their lives in the Veer way. Akshay, on the other hand, went a step ahead by promoting Singh is in Silver City in Toronto and by roping in singer Snoop Dogg for performing a promotional song for the movie. His marketing team tied up with an entertainment portal, .com, to launch an online quiz game4 to promote Kambakht Ishq and gave away the movie merchandise as prizes to the winners. The way Shah Rukh’s Chak de India!, and Aamir’s Ghajini and were promoted, brought an innovative difference to movies and their success. The Ghajini hair cut with the multiplex ushers and the online ‘missing’ campaign of the 3 Idiots redesigned the craft of film promotions in India. Their innovations hinged on unconventional platforms like personal promotion, buzz marketing, viral marketing and digital marketing. Over a period of time, Shah Rukh andAamir graduated to scale up their own production houses – Red Chillies Entertainment (RCE) and (AKP) respectively – aimed at fostering environment for experimentation to find path-breaking ways in film production and to venture into allied businesses.

2 Srivastava Sanjeev, “World: Bollywood superstar ‘surprised’ by vote”, http://news.bbc.co.uk/2/hi/south_asia/ 394226.stm, July 14th 1999 3 Bhat Varada, “The marketing of Bollywood”, http://www.thehindubusinessline.com/catalyst/2010/01/14/stories/ 2010011450050100.htm, January 14th 2010 4 “qUIZ”, http://sify.com/movies/bollywood/quiz/kambakht_ishq/

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Business Today and even some analysts claimed that Shah Rukh and Aamir, among all star promoters, succeeded in receiving high collections for their movies due to their marketing prowess and business skills. However, the charm and charisma of Shah Rukh and Aamir created by their performances and careers also helped them become the icons of Bollywood.

Shah Rukh andAamir: A Profile Comparison By the end of 2009, Shah Rukh’s production house, RCE had a net worth of INR 1,500 crore, while AKP clocked in revenues of INR 350 crore.5 However, the paths chosen by these two to achieve this stardom indicate stark differences ranging from their background to business ventures’ success. Shah Rukh had no background while Aamir is closely associated with the film industry. Shah Rukh’s father Taj Mohammed Khan was a lawyer and a freedom fighter, and mother Lateef Fatima was a social worker and a first class magistrate.6 He began his acting career with television serials such as Fauji and Circus in late 1980s and made his first film debut with Deewana in 1992. On the other hand, Aamir was a descendant of freedom fighter and the first Minister of of Independent India, Maulana and also of the former Indian President, Dr. .7 The longest serving Deputy Chairperson of the Rajya Sabha, Dr. Najma Heptullah isAamir’s second cousin. His father, is a film producer while his late uncle, was a producer, director and an as well. Aamir began his film career with the film, Holi (1984), though he had acted as a child artiste in Nasir Hussain’s film, (1973). Having no godfather in the film industry, Shah Rukh struggled to build the stardom from scratch, whileAamir having film industry background attempted to consolidate and go ahead with the bubbly, next-door neighbour boy image. But the genre – range and breadth – of the movies that each of these actors acted in, over the years had been pretty much very narrow, as both the actors acted largely in only one genre of the movie category .e. romance – such as Shah Rukh’s Deewana, DDLJ, etc., and Aamir’s , Ranageela (Annexures I, II, III and IV). However, both the Khans – apart from the regular commercial movie plots – consciously selected the plots championing the national and social cause also. For instance, Shah Rukh’s Dil Se portrayed the quest of a media person to stop the terrorist activities and espoused the cause of India- amity, while Aamir’s exposed the stringent efforts put in by police force in containing the arms-smuggling and cross-border terrorism. Shah Rukh’s Chak De India! underscored the triumph of galvanising teamwork in true letter and spirit while Aamir’s highlighted the triumph of villagers in Central India on their unjust colonial rulers. Shah Rukh’s Swadesh dealt with the problems troubling the village inhabitants, whileAamir’s dealt with dyslexic children.

5 “qUIZ”, op.cit. 6 “SHAH RUKH KHAN - Biography - Fact File”, http://www.shah-rukh-khan.info/homepage/shahrukh_khan_biography.html 7 “Aamir Khan Biography”, http://www.chakpak.com/celebrity/aamir-khan/biography/11059

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Shah Rukh is media savvy and associated himself with masses and media, presenting himself as one among them to gain their love and admiration (Exhibit I). Filmmaker states, “...the fact is that all his films sell like hot cake and media loves to write about him. He knows how to play the game and has played it to the gallery.”8

Exhibit I Shah Rukh’s PublicAppearance

Compiled by the author

8 “SRK’s Khantastic PR skills!”, http://movies.indiatimes.com/News__Gossip/News/SRKs_Khantastic_PR_skills/articleshow/ msid-2823399,curpg-1.cms, February 28th 2008

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However, on the other hand, Exhibit II comparatively reserved,Aamir makes a style Aamir’s Style Statements statement, by donning a new get up in his every new release. For instance, his moustache in , tonsured head in Ghajini, goatee in , etc., catches the public and media attention (Exhibit II). Having huge public attention and charisma, the two actors were also selected by the National Government to endorse public Compiled by the author welfare campaigns. Both the Khans have lent their celebrity status to endorse several social causes. As a successor to Amitabh Bacchan, Shah Rukh endorsed the Government’s social welfare campaigns such as Pulse Polio Immunization and AIDS prevention programmes launched by Union Ministry of Health and Family Welfare, UNICEF, National Aids Control Organization (NACO), National Rural Health Mission (NRHM), Rajasthan State AIDS Control Society (RSACS) and Bihar State Aids Control Society (BSACS). On the other hand, Aamir became the brand ambassador for the Athithi Devo Bhava (Sanskrit word meaning ‘The guest is God’) campaign for launched by Indian Tourism Ministry. In addition, for the 2009 parliamentary elections,Aamir in association with an Ahmedabad-based NGO, Association for Democratic Reforms (ADR) – founded in 1991 by IIM and NID professors which focuses on electoral reforms – launched an all India ad campaign Sache ko chune, Achche ko chune (Vote for integrity, Vote for good people) and appealed to the citizens to elect the right person. Aamir was the Indian face of global ‘Earth Hour’ campaign launched by World Wildlife Fund (WWF) in March 2009 to create awareness on climate change and global warming.All such events made both the Khans to rub the shoulders with Hollywood celebrities such as Richard Gere, Angelina Jolie, Scarlett Johansson, George Clooney, who have been ambassadors for many a social cause across the globe. Over a period of time both the Khans proved themselves as actors, brand ambassadors, PR persons and socially responsible citizens. While this is on one side of the coin, there is another side to it – as business persons. With the establishment of their own production houses, they became well known celebrity CEOs in the country. Shah Rukh teamed up with actress, and director,Aziz to start a production house, Dreamz Unlimited in 1998, but the low success rate of its first two movies (Phir Bhi Dil Hai Hindustani and Asoka) coupled with industry tussles emasculated the production house. Later in 2002, Shah Rukh along with his wife, established RCE.Aiming to blitzkrieg the world of entertainment and sports, RCE forayed into the production of Bollywood films and television commercials – for major global brands such as , , Hyundai, ITC, Emami etc. RCE also branched into other spheres of production such as VFX, aimed at bringing Hollywood’s slick sophistication of special effects to Indian cinema, Idiot Box – creating showiness to Indian small-screen industry and Equipment division offering top-end devices and technology helpful for multi-media production. In addition, The Knight Riders (KKR), one of the 8 (IPL) teams, is aimed at amalgamating entertainment with sports. On the other hand,

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Shah Rukh Khan vs Aamir Khan: Who is the Better Marketer? when none of the producers took up the script of Lagaan for making, Aamir resorted to start his own production house AKP in 2001 and took up the mammoth challenge of making the movie. Eventually, Lagaan scored high in India and overseas and was even nominated for Oscars. Since then, Aamir’s AKP aimed at exploring new thematic concerns and visual styles to develop and produce films on par with the international standards in both content and technique. Both RCE and AKP produced blockbusters that not only proved a big hit with local audience, but also the international audience (Exhibit III). In addition to film production, RCE andAKP also promoted the movies in a variety of styles.

Exhibit III Achievements of Khans’ Production Houses Red Chillies Entertainment Aamir Khan Productions (2005) Lagaan - Once Upon A Time In India (2001) – Directed byAshutosh Gowariker - The Chase Begins Again (2006) Coca Cola commercials - all directed byAshutosh Gowariker (2007) Baal ki Dukaan, Hyderabadi, Punjabi, Paanch, Nepali Billu (2009) Taare Zameen Par - Directed by Aamir Khan – comedy show Jaane Tu... Ya Jaane Na - Directed by First Ladies with Abu Sandeep Knights and Angels; India’s first reality show

Compiled by the author

While Aamir had been an introvert, Shah Rukh’s behaviour largely corresponds to an extrovert’s traits. Both Shah Rukh andAamir – along with their production houses – resorted to unique marketing styles in promoting themselves as brands (reflected brand image from the movies they acted in, their personality type, the social causes that they endorsed, and the general behaviour within the industry and outside the industry,etc.) and their movies.Although not corroborated with any concrete evidence, it was widely and constantly reported that there had been a cold war between both the Khans competing for Number One (a fairy tale !) position in Bollywood. For instance, on the release day of Shah Rukh’s Rab Ne Bana Di Jodi, multiplexes’ staff showed up for the duty sporting Ghajini’s hairstyle (as portrayed byAamir) (Exhibit IV). This much talked-about promotional event set the pace for Ghajini’s eventual success, as many industry experts observed.

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Exhibit IV Staff of Multiplexes with Ghajini Haircut

Source: “Ghajini makeover sweeps Mumbai cinemas”, http://www.afaqs.com/perl/media/story.html?sid=22897, December 16th 2008

Media focused on the similar buzz and war of words between the two Khans, when Aamir launched an innovative marketing campaignAlternative Reality Game (ARG) touring the length and breadth of the country in disguise to promote the movie, 3 Idiots. However, the industry analysts opined that the Shah Rukh-Aamir fight is a mere marketing gimmickry that hit the media just before the release of their films.9 The rival scenario created apprehensions over the marketing skills of both, when two Khans received high corporate accolades. On February 1st 2010, the lead cast of , Shah Rukh and rang the opening bell of US stock exchange, NASDAQ. Aamir isn’t far behind, though. 3 Idiots, in which Aamir was the lead and pivotal actor, was ranked No.1 in 2009 Brand Derby.10 Even in paying up the income taxes, the Khans seem to be competing. While Bollywood’s Mr. Perfectionist, Aamir Khan has paid INR 12 crore in income tax, the Badshah, Shah Rukh Khan too has paid INR 12 crore for 2010.11 Caught in the neck and neck race of attaining the numero uno status, both the Khans have to churn out avant garde solutions by testing the waters, biting the dust and hogging the limelight on a single platter. With the intensifying competition between them, the marketing experts and business analysts dig way down deep to figure out the better marketer among the two.

9 Rai K.K., “Aamir Khan 3 IDIOTS promotion is Chhichhorapan-rowdy, says Shahrukh Khan!!”, http://www.magnamags.com/ index.php/200912225417/stardust/scoop-of-the-day/aamir-khan-3-idiots-promotion-is-chhichhorapan-rowdy-says-shah- rukh-khan.html, December 23rd 2009 10 Bhandari Bhupesh, “Idiots lead the pack”, http://www.business-standard.com/india/news/idiots-leadpack/394240/, May 10 th 2010 11 “Top Highest tax payers In Bollywood”, http://www.fungur.com/top-highest-tax-payers-bollywood/aamir/

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Shah Rukh or Aamir: Who is Better Marketer? With Shah Rukh and Aamir hitting box-office with high-grosser movies during the past decade, business analysts started assessing their marketing prowess by examining the chief characteristics that make them qualified to be better marketers – which range from their movies’ success to brand endorsements. What is the celebrity brand value of each of the stars? How does celebrity brand value affect their marketing capabilities? The out-of-the box marketing efforts and endeavours of Shah Rukh and Aamir bore fruits in the name of blockbusters such as Shah Rukh’s Chak De India! (INR 67.69 crore) and Om Shanti Om (INR 79.42 crore and 160 crore worldwide12) in 2007, Rab Ne Bana Di Jodi (INR 86.78 crore) in 2008 and My Name is Khan (INR 174.60 crore) in 2009, and Aamir’s Taare Zameen Par (62.48 crore) in 2007, Ghajini (around 114 crore) in 2008 and 3 Idiots (approximately 196 crore) in 2009. However, Prabhat Chaudhary, head of Spice, a marketing agency had a different opinion when examining the real success of the big stars. According to Prabhat Chaudhary, the brand endorsements Exhibit V have become the true barometer of a star’s success and Shah Rukh Khan’s appeal.13 If he is right, then Shah Rukh seems to be the most Eyes Perfume successful star. Shah Rukh has endorsed the products ranging from soaps and biscuits to two wheelers and durables, from watches and computers to cosmetics. The French perfume manufacturer, Jeanne Arthes introduced a new perfume line, ‘Tiger Eyes’ – both for men and women – in the name of Shah Rukh (Exhibit V). This is a testimony to say that brand Shah Rukh sells. On the contrary, Aamir is choosy in signing the accounts and carefully plans that these endorsements mutually benefit the success of the brand as well as his film promotion. Source: Silva Judi, “Tiger Eyes – Now For instance, the ads of Titan watches featured Aamir in his Available!”, http://www.bollyvista.com/ handlebar moustache and long hair which was originally the article/a/32/4927, May 26th 2005 Mangal Pandey getup. The ‘Next is what?’ campaign of mobile series featured Aamir with the super hit Ghajini hair cut. However, being a media savvy and an excellent communicator, Shah Rukh is the first choice for the companies that want to promote their products. In contrast, the rivals of brands endorsed by Shah Rukh always had Aamir as their prime choice. Samsung, the rival of Nokia roped in Aamir to endorse its products. Similarly, the competitors, Pepsi and Coca Cola, Hyundai and Toyota, Dish TV and TataSky, etc. (Exhibit VI), roped in Shah Rukh and Aamir respectively to endorse their products.

12 “Who rules Bollywood – SRK or Aamir?”, http://movies.indiatimes.com/rssarticleshow/msid-4254720,prtpage-1.cms, March 14th 2009 13 Iyer Meena, “Aamir bags record Rs 35 cr ad deal”, http://www.mumbaimirror.com/index.aspx?Page=article§name= Entertainment%20-%20Bollywood§id=30&contentid=201003052010030513121690281cf7bb8, March 5 th 2010

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Exhibit VI Top Brands Endorsed by the Badshahs Shah Rukh Khan Aamir Khan Airtel Etisalat (UAE) Nokia – 2007 Samsung TAG Heuer – 2003 Titan Coca Cola Coca Cola Dish TV TataSky Sunfeast (ITC Foods) 2005 Parle Monaco Smart Chips Hyundai Santro Toyota’s Innova Colgate Palmolive 2009 ICICI Bank 2005 PepsiCo (dropped) HP (Compaq Presario) 2006 Cozi Linc Pen Diageo Radico Belmonte Emami-Sona Chandi Chyawanprash Emami Fair and Handsome Earth Hour India AIDS and Polio Awareness India (Tourism) Note: As of February 2010, Shah Rukh Khan endorses more brands while Aamir Khan earns more per endorsement.

Compiled by the author

Shah Rukh’s rendezvous with endorsements began in 1999 with brands like Pepsi and Hyundai Santro. Shah Rukh has been endorsing TAG Heuer watches since 2003 and Emami’s Sona Chandi Chyawanprash and Sunfeast (ITC Foods) since 2005. However, Aamir’s brand endorsements are limited in time span when compared to Shah Rukh.

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Shah Rukh’s brand endorsements increased from 8 brands clocking INR 86 lakh revenue in 2003 to 21 brands generating around INR 6 crore by 2005.14 In 2006, ICICI Bank made Shah Rukh its global ambassador and the next year ITC Foods had commissioned Shah Rukh to endorse new brands. By February 2010, despite endorsing more number of brands to that of Aamir, Shah Rukh clocked in about INR 7 crore per brand and Aamir INR 12 crore per advertisement on an average.15 However, in January 2010, when Aamir charged INR 30–35 crore16 to endorse an UAE-based, Etisalat telecom operator for three years in India, media reported that Aamir overtook Shah Rukh in charging such a huge amount for a single project. Do the endorsement values signify the celebrity value? Why do brands commission celebrities to endorse their brands? Celebrities (from sports, movies, social activists or great achievers) serve three important purposes for the brands they endorse: a celebrity can ensure that the ads for the brand get noticed; a celebrity confers trust on a brand, and a celebrity often “lends” the qualities associated with him/her to the brand being endorsed. How can a celebrity’s brand/endorsement value be measured? This, as many argue, is the reflected glory of how well the celebrity is “consumed” by the public? Does a greater consumption of a celebrity improve the marketing capabilities of the brand endorser? A key argument to decide who is a better marketer amongst two of the Khans is: Can celebrities build celebrated brands? Can celebrities make an ordinary brand a celebrated brand using all their star power? How does this work out in the case of Shah Rukh and Aamir?

Questions for Discussion 1. What according to you are the critical success factors that helped Shah Rukh and Aamir to become the top Bollywood celebrities? 2. What are the brand promotional strategies and marketing practices of Shah Rukh andAamir? Compare and contrast the effectiveness of their strategies. 3. Analyzing the marketing practices of Shah Rukh and Aamir, debate on who is a better marketer? Substantiate your views with necessary examples from the case study. 4. Establish the relationship between endorsement value and celebrity value for both the actors using the following parameters:

14 “Shah Rukh and the money he makes”, http://www.radiosargam.com/films/archives/633/shah-rukh-and-the-money-he- makes.html, November 3rd 2006 15 “The Other Khan: A Marketing Genius”, op.cit. 16 Diwan Piyush, “Aamir Khan to become Etisalat’s brand ambassador”, http://www.topnews.in/aamir-khan-become-etisalat-s- brand-ambassador-2252380, January 23rd 2010

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Certain parameters postulating compatibility between the celebrity and brand image are: 1 Celebrity’s fit with the brand image 2 Celebrity—Target audience match 3 Celebrity associated values. 4 Costs of acquiring the celebrity. 5 Celebrity—Product match. 6 Celebrity controversy risk. 7 Celebritypopularity. 8 Celebrityavailability. 9 Celebrity physical attractiveness. 10 Celebritycredibility. 11 Celebrity prior endorsements. 12 Whether celebrity is a brand user. 13 Celebrity profession.

Source: Katyal Saurbh, “Impact of Celebrity Endorsement on a Brand”, http://www.chillibreeze.com/articles/Celebrity- endorsement.asp

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Annexure I Award Winning Movies of Shah Rukh Khan Year Movie Awards Net Gross Unadjusted for Inflation (in INR) 1992 Deewana • Best Male Debut Award 1993 • Filmfare Best Actor Award 1993 • Filmfare Critics Award for Best Performance 1994 • Filmfare Best VillainAward 1995 Dilwale Dulhania Le Jayenge • Filmfare Best Actor Award • Star Screen Award Best Actor • Rupa Cinegoers Award for Best Actor 580,000,000 1997 Dil To Pagal Hai • Filmfare Best Actor Award • Zee Cine Award Best Actor – Male • Sansui Viewers’ Choice Movie – Best Actor 1998 Kuch Kuch Hota Hai • Filmfare Best Actor Award • Zee Cine Award Best Actor – Male • Bollywood Movie Award – Best Actor • Aashirwad Award for Best Actor • Rupa Cinegoers Award for Best Actor • Sansui Viewers’ Choice Movie – Best Actor 500,000,000 1999 Dil Se • Bollywood Movie Award – Most SensationalActor 2000 • Filmfare Critics Award for Best Performance • Sansui Viewers’Choice Movie Best Actor • All India Freelance Journalists Association (AFJA) – Best Actor

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2001 Asoka • Rupa Cinegoers Awards for Best Actor • Sansui Viewers’ Choice Movie Jury – Best Actor 2001 Kabhi Khushi Kabhie Gham • Star Screen Award Jodi No. 1 (along with Kajol) • Rupa Cinegoers Award for Best Actor 490,000,000 2002 • Filmfare Best Actor Award • Star Screen Award Best Actor • Star Screen Award Jodi No. 1 (along withAishwarya Rai) • International Indian FilmAcademy (IIFA) Best Actor Award • Zee Cine Award Best Actor – Male • Bollywood Movie Award – Best Actor • Rupa Cinegoers Award for Best Actor • Sansui Viewers’Choice Movie Best Actor • Disney Kids Channel Awards for Best Actor 2003 Kal Ho Na Ho • Zee Cine Award Superstar of the Year – Male • Sansui Viewers’Choice Movie Jury Best Actor 2003 Chalte Chalte • MTV Immies Indian Music Excellence Awards for Best Male Performer in a Song, Tauba Tumhare Ye Ishare... 2004 Veer-Zaara • Star Screen Award Best Actor • Star Screen Award Jodi No. 1 (along with ) • IIFA Best Actor Award • Zee Cine Award Best Actor—Male • Bollywood Movie Award – Best Actor • Global Indian FilmAward (GIFA) Best Actor

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• Rupa Cinegoers Award for Critic Best Actor • Sports World FilmAwards for Best Actor 2004 • Filmfare Best Actor Award • Rupa Cinegoers Award for Jury Best Actor 2004 Main Hoon Naa • Rupa Cinegoers Award for Best Actor 2005 The Inner and Outer Worldof • Documentary directed by Shah Rukh Khan British-based author and director 2006 • Star Screen Award Jodi No. 1 (along with Rani Mukherji) 2006 Don - The Chase Begins Again • Fun Cinema Entertainer of the Year 514,300,000 2007 Chak De India • Filmfare Best Actor Award • Star Screen Award Best Actor • IIFA Best Actor Award • Zee Cine Award Best Actor – Male • Apsara Film and Television Producers Guild Award – Best Actor 676,900,000 2007 Om Shanti Om • Star Screen Award Jodi No. 1 (along with ) 794,200,000 2008 Rab Ne Bana Di Jodi • Apsara Film and Television Producers Guild Award—Best Actor 867,800,000 2009 My Name Is Khan • MuslimPublicAffairs Council 1,950,000,000 Foundation – Media Award – Best Director

Compiled by the author

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Annexure II SpecialAwards andAccolades Received by Shah Rukh Khan

• 2002: Filmfare SpecialAward Swiss Consulate Trophy • 2004: Filmfare Power Award • 2004: Global Indian FilmAward—Most Searched MaleActor on Internet • 2005: Filmfare Power Award • 2005: Samsung & MTV Youth Icon of the Year • 2005: Sahara One Sangeet Award—Best Actor Singer Apun Bola Josh • 2008: Zee Icon Award • 2009: IIFA Star of the Decade • 2010: Star Screen Award Best Jodi of the Decade (along with Kajol) • 2004: Guild Award for Best Actor of the Decade • 2004: 11th Lions GoldAward for Excellence in his Field • 2007: V. Shantaram Award for Best Actor for Chak De India • 2008: “MyAmazingActor” Award by Pogo channel • Star’s Sabsey Favourite Kaun Awards: • 2004: Sabsey Favourite actor • 2005: Sabsey Favourite actor • 2006: Sabsey Favourite actor • 2007: Sabsey Favourite actor • 2008: Sabsey Favourite actor. • 2007: HT Café Film Awards Best Actor Award for Chak De India • 2007 CNBC-TV18’s Entertainment Business Leader Award • Sexiest Man in Asia (Jade Magazine, 2001) • Sexiest Asian Man (Eastern Eye, a British Magazine, October 2007) • 2008 IDEA ITA Best Anchor/Show Host • 2008 Annual Central European Bollywood Award for Chak De India (Best Actor) • The Nokia 14th Annual Star : Best Actor Award for his performance in Chak De India • 2009 Apsara award Best Actor in a Leading Role Rab Ne Bana Di Jodi.

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National Honours • 2002 – Rajiv GandhiAward for Excellence in the Field of Entertainment • 2005 – , India’s fourth highest civilian award from the • 2009 – Among the 10 recipients of the IIFA-FICCI Frames Awards for the “Most Powerful Entertainer of the Decade” • 2009 – He was among the list of the most powerful people on earth declared by People magazine. International Recognitions • In 2004 TIME magazine in their third annual special selected himalong with 19 otherAsians as the 20 Asian Heroes under the age of 40 • In 2004, he received the British Asian Guild Award for Best Actor of the Decade • In February 2005, he appeared on the cover of the Asian edition of the National Geographic magazine. This was a rare honour extended by National Geographic since unlike many other magazines celebrities are not their natural choice for a cover page image • In 2007, Khan has been accorded the Ordre des Arts et des Lettres (Order of the Arts and Literature) award by the French government for his ‘exceptional career’ • In 2003, a rare species of orchid, was named after him, Ascocenda Shah Rukh Khan, in • In October 2008, he was conferred the Darjah Mulia Seri Melaka which carries the Datuk by the Yang di-Pertua Negeri Tun Mohd Khalil Yaakob, the Head of State of in Malaysia, for “promoting tourism in Malacca” by filming One Two Ka Four there in 2001 • His life-like wax statue was installed in ’s Wax Museum in 2007 • Khan’s life-size wax statue was displayed in Grévin museum in in 2007 along with only one other Indian who got this honour, Mahatma Gandhi • In 2008, named him one of the 50 most powerful people in the world where he is currently ranked 41 • In 2009, the organisers of the 66th Golden Globe Awards function entitled him to present the motion picture, . This is the first time for an Indian actor to be invited • In 2009, Britain’s University of Bedfordshire rewarded him with an honorary doctorate inArts and Culture • In 2009, he was conferred with a ‘Black Belt’ honour in Taekwondo from the South Korean Government • In 2009, he was declared one amongst the 500 most influential by Georgetown University,US.

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Shah Rukh Khan vs Aamir Khan: Who is the Better Marketer?

Annexure III High Grossers or Award Winning Movies of Aamir Khan Year Movie Awards Net Gross Unadjusted for Inflation (in INR) 1988 Qayamat Se Qayamat Tak • Filmfare Best Male Debut Award 1989 • National FilmAward – Special Jury Award/Special Mention (Feature Film) – Actor 1995 Rangeela • Bengal Film Journalists’Association Awards – Best Actor 1995 • Bengal Film Journalists’Association Awards – Best Actor 1996 Hindustani • Filmfare Best Actor Award • Star Screen Award for Best Actor 500,000,000 1999 Sarfarosh • Zee Cine Award Best Actor – Male 2001 Lagaan • Filmfare Best Actor Award • National FilmAward for Best Popular FilmProviding Wholesome Entertainment • Bengal Film Journalists’Association Awards – Best Actor • Zee Cine Award Best Actor – Male • IIFA Best Actor Award • IIFA Best Movie Award • Bollywood Movie Award – Best Actor • Bollywood People’s ChoiceAwards: Best Actor 2001 Dil Chahta Hai • Bollywood Movie Award – Critics Award Male 2005 Mangal Pandey: The Rising 2006 • Filmfare Critics Award for Best Performance 511,500,000

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Shah Rukh Khan vs Aamir Khan: Who is the Better Marketer?

2006 Fanaa 547,900,000 2007 Taare Zameen Par • National FilmAward for Best Film on FamilyWelfare • Star Screen Award for Best Supporting Actor, Best Director and Most Promising Debut Director • Zee Cine Award for Best Director • Gollapudi Srinivas MemorialFoundation Awards: Best Debut Director • Planet Bollywood People’s Choice Awards: Best Director • Planet Bollywood People’s Choice Awards: Best SupportingActor • V. Shantaram Awards: Best Film GoldAward • V. Shantaram Awards: Best Director Silver Award • Apsara Awards: Best Movie and Best Director 624,800,000 2008 Ghajini • Bollywood Hungama Surfers Choice Movie Awards 2008: Best Actor Award 1,148,000,000 2009 3 Idiots 1,960,500,000

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Shah Rukh Khan vs Aamir Khan: Who is the Better Marketer?

Annexure IV Honours and Recognitions Received by Aamir Khan

• In 2001, he was named ‘Man of the Year 2001’ by Times • In 2003, he was awarded the Padma Shri, India’s fourth highest civilian award from the Government of India • In 2003, TIME magazine featured himin its list of Bollywood’s Brightest Stars and named him as Bollywood’s most respected young actor • In April 2008, he received a ‘Special Award’ from Master Dinanath Mangeshkar Smruti Pratishthan for his exceptional services to Indian cinema • In January 2009, he received ‘Indian of The Year in Cinema’Award from NDTV • In January 2009, he received the ‘Indian of the Year in Entertainment’Award from CNN-IBN • In February 2009, he was among the 10 recipients of the IIFA-FICCI Frames Awards for the ‘Most Powerful Entertainers of the Decade’.

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