Celebrity aamir khan brand ambassador

CELEBRITY AAMIR KHAN THE BRAND AMBASSADOR & MARKETING
GENIUS
PROJECT REPORT
Submitted in the fulfillment of the Requirements
For the Award of
The INTERNATIONAL MBA IN
ADVERTISING & MEDIA
BY
VIKAS J SHARMA
“ULSU/MBA/I/OCT12/12411”
Under Guidance
of
Various Website/Wikipedia/Google.
Jaro Education Mumbai <BATCH(OCTOBER 2012)>

DECLARATION
I, Mr Vikas Sharma hereby declare that this project report titled “CELEBRITY AAMIR KHAN
THE BRAND AMBASSADOR & MARKETING GENIUS”
Submitted in partial fulfillment of the requirement for the “International MBA in ADVERTISING &
Media is my Original work and it has not formed the basis for the award of any other degree
VIKAS J SHARMA
Place : Mumbai
Date : 12/07/2013

ACKNOWLEDGEMENT
I feel Fortunate to get support of numerous sources and people in making this project a success
I take this golden opportunity to express my profound gratitude and thank to various website like
Hindustan time , Times of India, Google, Wikipedia and Various other site for there valuable
guidance by giving me the knowledge for transforming my ideas into reality.
I would like to give special thanks to Jaro Education for helping me out with this project.
VIKAS J SHARMA

INDEX
SRNO PARTICULARS PAGE
N O
1 PHASE 1965-1988 5-6
2 PHASE 1988-1992 7-9
3 PHASE 1992-2000 10
4 PHASE 2001-2013 11
5 BIOGRAPHY & SOME PHOTO 12-15
6 FILMOGRAPHY 16-18
7 BRAND ENDORSEMENT &
INFLUENCE ON CONSUMER 19-36
BUYING BEHAVIOUR
8 BOX OFFICE STATICS 37-38
9 100 MOST INFLUENTIAL PERSON 39-41
10 MARKETING GENIUS 42-43
11 AWARD & ACHIEVEMENT 44-54
12 AKP FILM PVT LTD 55-59
13 VOTED FAVORITE BRAND AMBASSADOR 60-61
14 CONCLUSION & RECOMMENDATION 62-63
15 REFERENCES/BIBLIOGRAPHY 64
16 APPENDIX & NOTE 65-67

PHASE 1965-1988
All Precious thing comes in Small package. The same phrase is right for Aamir Khan.
It was a Sunny day in month of march the day was 14th
a holiday entire nation was playing holi
and in Holy family Hospital Bandra area in Bombay now Mumbai along with many children, a
child was born in family of Tahir Hussain father of a newly born child and Mother Zeenat . This
child born was no other than Aamir Mohammed Hussain Khan. No one knew that time this Child
with Big ear will become one of the best actor and legend of Indian cinema
Aamir is a second child in his family, before him he has a sister name nikhat and after him he
has one brother name faisal and he has younger sister . He was brought up in Local area of
bandra one of the posh locality in Bombay along with his sibling. He also had His uncle nasir
hussain who was a famous producer and director of his time with lot of hit movie like Yadoon ke
barat, hum kisse se kam nahin, zameena ko dekhna, caravan and many more, which in near
future also launched Aamir for his first film Qayamat se Qayamat tak. His father also was a
producer of various hindi movie like Anamika.
When Aamir was In KG he used to go to girls school Avabhai petit which was next to his Home.
But during his school day he went to St Anne School in Bandra till 7th
. As he was interested in
Sports he shifted himself to Bombay Scottish school which is one of the best and
posh School of Mumbai , where most of the rich people children used to study. Though Aamir
family had a car, but he used to leave a middle class life. He used to go by bus and also used to
travel by train. Where most of the other student used to come in there car. He Shifting to
Bombay Scottish because none of the other school had a extra circular activities like cricket or
tennis. As Aamir was very much interested in Sports specially in tennis. He used to play at
national level. If he would have not being a Actor definitely he would have being a good tennis
player. Anyway but it was very hard for him to manage both sports and studies as Bombay
Scottish didn’t had a normal studies it had ICSE studies which was harder than SSC. But even
after difficult Aamir managed to pass his ICSE with first class.. And after that even manage to
play for national in tennis. He was brilliant chess player also. But Destiny had Planned
something else only for him.
During his School day he did a documentary for his friend Aditya in which he only had to give a
expression there was no dialogue in it. When Shabana azmi saw that documentary she told that
this child have a very expressive face. Though during his childhood day Aamir never used to
like acting or shooting. As a child he was a very shy and also was very emotional about his
sibling, which he is still, but just that he doesn’t show it. If somebody used to hit Faisal his
brother he used to take that person to task..There was a incident of him in his school where
there was a race during his annual sports day. Aamir at that time was in junior school. When the
race was on some of his Mothers friend was cheering for him, telling him come on Aamir,
hearing them instead of finishing the race he went to those people and in there lap. Wasn;t that
cute. Every child have some innocence in them and Aamir was not much too different than all of
us.
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Aamir as a young was a charmer and used to get his work done with his charm. He was also
intelligent in his study whenever his sister had any problem they used to come to him for help,
but at cost as he used to make them do all of his work like get me a cup of tea or water, he was
a prankster right from his young age. No one right from his sibling to his friend and even his co
actor were not spare with his prank.
Aamir had worked as a chid artist in his uncle movie. He had worked in a movie Madhosh
and yadon ke barat. He was one of the three child in the song yadoon ke barat. In the song
Aamir had to go to bedroom during the scene he put his hands up and give a gesture to his
mother in the movie. After that in his school everybody used to tease him and used to make fun
of him. He never used to like shooting in his childhood as they have to wear makeup and he
used to hate it. He used to fight with his Co-child. He was suppose to another small cameo in
the movie for his uncle Movie of small Shashi Kapoor but he refused it as he never used to like
going for shooting. So finally his brother Faisal did it.
Aamir did his junior college from Narsee Monjee College in vile parle Mumbai. After his 12th
he
stopped his studies as he was interested in film making. It’s not that he stopped his studies as
he wanted to have fun but he wanted to do something in direction line and he wanted to start
right away without wasting his time. In India We have Junior School, Senior School, Junior
College and Senior College before Junior School there is kinder garden. Junior school is from
!st to 4th
, Senior school is from 5th
to 10th
there is two level of examination one is secondary
school examination also called as S.S.C. and Indian Certificate of Secondary education. I.C.S.E
students are considered more intellectual than S.S.C student, discrimination over here also.
Junior College is from 11 to 12th and senior college is from 13th
to 15th
. Junior College also
have various faculty like Arts/Commerce/Science. After 12th
student have option to take any line
like Accoutant, company secretary, Hospitality industry, entertainment line and many more line.
Aamir opted for film line and started his journey in this line.
As a start Aamir requested his uncle to allow him to work in his production company as a
assistant director. When Aamir had decided and told his family about his decision to join his
Uncle production company and his desire to become a director, His family didn’t support him as
they never thought Aamir to be such a outgoing person as he was very reserve, shy and to
himself, His parents always thought of their younger brother Faisal to become a actor as he was
very outgoing. But once Aamir decided to become a part of film making he went with his instinct.
He started working as a assistant director in his uncle production company. He did Assistant
direction for Manzil Manzil starring Sunny deol and Dimple Kapadia also for movie Zabardast
starring sunny deol, jaya pradha. When he used to work as a assistant director he used to see
star and there behaviour and he decided that once if he at all becomes famous as he used to
think about direction he will not behave this way. One of the reason Aamir is still down to earth
as he has gone through this and he exactly know how people who are working behind the
camera are treated and he decided that he will never do what he saw other actor are doing.
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PHASE 1988-92
Aamir started his career as a actor accidentally, though he wanted to become a director but
deep inside he felt of being a actor also. His uncle nasir hussain was planning to make a movie.
His son mansoor khan had written a screenplay and showed it to his father, his father liked it
very much and told him to make a film and direct the same. He further decided to produce the
film as financier would have never financed movie for a new people as during that time only big
star and big name were working and there was no scope for newcomer, Being a Nasir Husain
production financer would finance the movie and it did happen. Mansoor Khan was very
skeptical of doing the movie as this was a simple movie with a newcomers never tried in
industry before and most of the movies of Nasir Husain had a lavish set , lavish costume a high
budget, He used to think will he be able to delivery the good. After various thought he finally
decided to go ahead with the movie. Since it was a project by a newcomer all the cast and crew
were new comer in the movie. Aamir was doing assistant direction for this movie and they were
looking for some new faces for the characters to be portrait in the movies. They went to various
audition for main lead in the movie, but they didn’t found any one suitable for the character. At
that moment Aamir would think inside why his uncle is not asking him to give audition for the
same role, But he never told his uncle about this. Aamir was very close to his uncle more than
his father. Whenever he used to go out for a date he used to take his uncle car. After searching
and going through so many audition for the main character neither Mansoor Khan nor Nasir
Husain got the main lead which they were looking for. After someday His uncle told Aamir since
we are not able to find any suitable actor for the role, why don’t you give the audition for the
same, after hearing this aamir thought his uncle is joking, but he was serious, after hearing
some where deep inside aamir felt good as at last his uncle recognized him, but whether he will
pass the audition he was not sure as after all he never decided to be a actor and he has not
done any acting class, So Aamir did the Audition for the movie and Mansoor Khan got the main
lead actor who will portrait Raj character in the movie, At first they decided to give moustache to
Raj character but before the first shot they decided to go without moustache, which was a right
decision. Now the main actor was finalized they have to search were new actress, there was lot
of audition of heroine and finally Juhi chawla was decided as a main actress. Amazing thing is
Aamir took the audition of Juhi and she was not told that he is playing the main lead.. Aamir
approved her as a main lead and this is how the main lead for qayamat se qayamat tak was
finalized. After cast was finalized Music Director, playback singer and entire production team
was finalized and shooting of Qayamat se Qayamat tak. There was two ending one was a sad
and other one was happy. There was a division of opinion for climax some wanted Happy
ending and other wanted sad ending, But final decision was left with mansoor khan the director
of the movie, Since it was his first movie and pressure from the distributor as it was totally new
set up and all newcomer any wrong decision will effect the movie completely and will end the
career of all consist person. But Mansoor went with his instinct and result was there to be
seeing. Aamir was married during shooting of the movie, but he was told not to talk about it as it
will effect the movie, but once the movie was released he disclosed it and broke heart of many
female. When the movie was released in his first week it attracted very less people as most of
the people did not wanted to see any newcomer movie. But whoever saw the movie liked it and
through word of mouth it started growing collection started to increase in second week.
Aamir had told his distributor and theatre owner to at least keep the movie for four weeks and if
it doesn’t grow they can by all mean remove the movie from theatre all over. But craze of the
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Movie grew and by fourth week it become a super hit and Aamir Khan become the star , so did
Juhi chawla.
After release of this movie Aamir still used to travel by Auto. Once a fan of his saw him and
give him a lift till his home. After that he decided to take his own car. Previous to that he used to
drive his uncle car. Once he was going in his uncle car after release of Qayamat se Qayamat
tak suddenly he saw people from adjoining car seeing him and talking to each other and that
moment he thought maybe something is wrong on his side after sometime he released Oh my
movie have released and they have recognized me. This was for the first time he realized that
he has become a star a public figure. So with qayamat se qayamat tak his film career started,
though he always wanted to become a director, but Aamir started enjoying challenge of acting.
Along with this film his relationship with his wife also grew as most of the people after the
release came to know about there marriage and Aamir shifted to his uncle flat what was given to
him as a appreciation of his work in qayamat se qayamat tak, which was in same building as his
parents. With this a full long acting career of Aamir started, bringing fame, joy, and respect of
thousand and million of people not only in India but all over the world.
As time grew Aamir got involved with many project which later on he realized was a mistake. In
this project there was only two or three project which he was proud to be associated, which
made him to think again about his career which he did after 1992. Since he had already
committed he had to finish is project. He did it without much expectation.
By year 1992 Aamir finished his all so called average movie as per his standard. In the Year
1992 he decided to do only one film a year as he still had previous commitment which he had to
finish till that time he didn’t took any further project . After qayamat se qayamat Aamir had
signed so many not so good movie and after QSQT which was released in year 1988 none of
Aamir movie were working at the box office he had a hit in year 1989 with Tum mere ho, but it
was not a superhit, in span of 2 years from 1988 and 1990 there was many not so good movie
of Aamir Khan like Jiwani zindabad, aawal number, Rakh(it was critical acclaim and one of the
best movie but not a hit as star power in India depends upon hit movie given by a actor not
about performance), Afsana pyar ke, love love love, deewane mujhe se nahin. With all this
movie except Tum mere ho Industry people were calling Aamir a One film wonder and
everybody were comparing him to Kumar gaurav who was the son of late Rajendra kumar and
you had given only one film hit in the name of Love story, after that none of his movie worked
and he was soon forgotten, Every industry people were saying same thing about Aamir that he
is a one film wonder and soon his career will get over. But Aamir had different idea not only he
came back with a bang but he started to rule again in hearts of many people. Aamir came with a
bang in year 1990 along with Madhuri dixit in the movie Dil. Which was one of the most
entertaining movie of that year and which broke all the records that year, If that movie would
have released during this multiplexes days would have being a biggest hit of all time. Not only
Aamir Khan status as a star increased But Aamir Khan was now taking seriously as a actor.
Though he lost out best actor award to sunny deol who got it for Ghayal.
After Dil Aamir khan career got a new breathe of life. But when Indra Kumar had come with
story line of the movie to Aamir , he didn’t wanted to do the film as he taught that movie
doesn’t make any sense, but when his secretary at that time Mr Shashi SInha read the story
he liked it and insisted him to do the movie and as Indra kumar was very eager to take Aamir in
that movie as he was confident that he can carry the Character of Raj very well.
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He somehow convinced him and finally he decided to do the film and it was a good decision as
without this movie his career would have not taken off again. With Dil becoming a hit confident
of Aamir increased as before this he was doubting about his ability as an actor. Now that Dil
Movie was a hit Aamir started planning his career ahead as he wanted to finish all his previous
movie which he had signed and with whom Aamir had no hopes. So after Dil there were movie
like Deewana mujhe se nahin, Iski naam Zindagi, daulat ki jung in which only deewana mujhe
se nahin was a average movie. Aamir was very disappointed with his choice of movie and with
all this mistake he decided to first read the script of the movie and than only say yes to the
project. Reading of the script is secondary in Indian film Industry as most of the actor working
don’t even know the script of the movie. Aamir started demanding bound script and if producer
were not able to give it he used to frankly say no to the project. As he decided to draw a line
somewhere to work in a quality movie than to work in a big banner nonsense movie. At that
moment he was working with yash chopra in the movie Parampara which he regretted later to
be a part of it. He had also got the offer of the movie Darr , but he didn’t did as Yash chopra
refused to give joint narration of story to both Him and sunny deol as Aamir didn’t wanted any
rift between him and sunny deol after the release of the Movie regarding length of the role or he
has more space than me. Which happened after the movie released and sunny deol Sweared
not to work with yash chopra after that, as he had keep him in a dark regarding his scene and
his character. So with Darr out of the way and most of the not so good movie of Aamir coming
to end, He came to position in his career where he could do only one movie at time.
In year 1991 his third biggest hit was released movie name was Dil Hai ka manta nahin. It was a
huge Success, Turning point and stubborn decision to do very less amount of film came after
release of this movie. At this moment his frustration level of previous film have got into him as
he stopped signing any movie after Dil Hai kai manta nahin was released. As it was easy again
to fall into trap of signing meaningless cinema and again come into that situation which he was
trying to avoid. Since his back lock work was still not over he decided not to sign anymore movie
and once he finish all his previous project after that only he sign any new project, So with this
decision till 3 years he signed few films. So day by day Aamir back lock was getting over and he
was coming into a situation where he wanted to be and from where he can do only one film in a
year. After 1991 every year Aamir was given one hit. With this Slowly and steadily Brand Aamir
was emerging who in few year will become the Most Powerful Person in Billywood.
9

PHASE 1992-2000
After 1992 there was change in the way Aamir worked. He had decided once and for all that whatever
happens he will finish all this old project and will do only one film at a time. Which means he will start the
film and end the film at one go which actually happened only in year 2000 when he started his first home
production Lagaan. It took Aamir nearly 8 years to work the way he wanted to work. Though when he had
first decided to do that he was criticized and was also backmouthed saying that he will not survive even a
single year. But after this decision we saw only up in his career with most of his movie becoming a super
hit like Jo Jeeta Wohi Sikander (1992), Hum hai rahi pyar kai(1993),Andaz Apna Apna (1994), Rangeela
and Akele hum Akele tum(1995),Raja Hindustani (1996), Ishq(1997),Ghulam(1998), Sarfarosh, Mann
and 1947-Earth(1999). All this movie a memorable one and all a super hit movie only one movie which
was release on eve of millennium Mela released in year 2000. Aamir has seeing that movie along with his
Lagaan crew in Bhuj where he was starting his film shooting. Most of the crew member didn’t like it. Aamir
wanted to relaunch his brother Faisal and had requested his Raja Hindustani director Dharmesh Darshan
to come and see faisal performing in Play and find a suitable role for him and he will blindly do the film.
After seeing Faisal play Dharmesh darshan decided to do Mela keeping Faisal personality in mind which
Aamir agreed without any question as he totally believed in dharmesh darshan ability as he had followed
his instruction and did what he told him for Raja Hindustani Character. Though in near future Aamir
realized it was a biggest mistake of his film career.
10

PHASE 2001-2013
Aamir persistent of doing one film a year paid off as after 2000 he had given most memorable
movie like Lagaan (2001), Dil Chahta (2001), Mangal Pandey(2005), Rang de Basanti(2006),
Fanaa(2006) and Taara Zameen par (2007), Ghajini(2008), 3 Idiot(2009), Talaash (2013)
Though Aamir film career was growing from the year 2002- 2005 he had gone through trauma in
his personal life.He Divorced his long term wife Reena datta in year 2003 and got married
Assitant Driector of Lagaan Kiran rao in year 2006. which came as a shock to most of the
people and to his fan as he was consider as perfect husband, But this proof that no one is
perfect.Ups and lows happens in person life all you have to bear and grin it which exactly Aamir
did. Though even now Reena Datta and Aamir share a very good relationship and Aamir is a
very good father, a son and also a very good husband. Break ups happens but that doesn’t
make people a bad person it is just that sometime spark between two individual die off and
make it difficult for two people to leave together it is better to part ways than to leave miserable
for rest of there life. It was difficult for Aamir after all he was famous and criticizing famous
people is way of life of common people without realizing how they must be going to it.
As year went Aamir grew as more mature filmmaker, a better person, a better actor. Every year
giving more meaningful film. 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 kapoor and all old actors were ruling the industry, he came at that
time when industry required a fresh face bringing with that hope for other aspiring actors. With
Aamir starting a trend soon followed other actor.
He was even trend setter for number of film actor must do. As when Aamir had decided most of
the actor was doing 30 to 40 movies and doing 3 to 4 shifts.,Now most of the actor doing 1or
maximum 2 movies in year. When Aamir sang in Ghulam other actor followed the same. When
Aamir directed Soon other actor is following the same. A true trendsetter. Now that he has
started Blogging most of the actor have started writing blog. And those who are not will start
writing blog in near future.
Aamir have always giving importance to his fan. As he knows because of them his existence is
there, if people will not see his movie he will not be what he is today. Does inspiring him to do
more meaningful work.
Aamir rules he is a true Living legend and have become a brand who is associated with Quality
which never fails.
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BIOGRAPHY
NAME : AAMIR HUSSAIN KHAN
ADDRESS : 5, MARINA APT
PALI HILL, BANDRA,
MUMBAI – 50
DATE OF BIRTH : 14/03/1965
ZODIAC : PISCES
HEIGHT : 5FT.7INCHES
EX WIFE : REENA DUTTA
WIFE NAME : KIRAN RAO
CHILDREN NAME : JUNAID, IRA AND AZAD RAO
FAVOURITE BOOK : THE LITTLE PRINCE
FAVOURITE AUTHOR : LEO TOLYSTOY
FAVOURITE COLOUR : BLACK
FAVOURITE DISH : BAIGAN KE BHARTHA
FAVOURITE FOOD : INDIAN AND MOGLAI
FAVOURITE PERFUME : JOVAN
FAVOURITE HOLIDA Y SPOT :MAHABLESHWAR AND PANCHGANI
FAVOURITE AFTER SHAVE : PATRICK
FAVOURITE SHMAPOO : FINESSE
FAVOURITE MUSICE : OLD HINDI MELODIES
FAVOURITE INDIAN ACTOR :
GURU DUTT, DILIP KUMAR,NASERRUDIN SHAH,RAGHUVIR YADAV
OM PURI AND GOVINDA
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FAVOURITE INDIAN ACTRESS : WAHEEDA REHMAN AND SREEDEVI
FAVOURITE HOLLYWOOD ACTOR: HARRISON FORD, ROBERT DE NIRO
FAVOURITE HOLLYWOOD ACTRESS: MERYL STREP
FAVOURITE QUOTE : YEAH
FAVOURITE FILM : PYASA AND KAGAZ KA PHOOL
FIRST MOVIE : HOLI (1985)
FIRST MOVIE AS A ACTOR : QAYAMAT SE QAYAMAT TAK (1988)
FIRST MOVIE AS A CHILD : YADOON KI BARAT
13

Aamir Khan Completed 25 year in Film Industry in 2013. In all this year He has
not only grown as a Actor and Producer But most importantly as a Human being.
14

FILMOGRAPHY YEAR WISE
1)YAADON KI BARAT - 1974 AS A CHILD ARTIST
2)MADHOSHI - AS A CHILD ARTIST
3)HIM KISKI SE KUM MAHI - AS A CHILD ARTIST
4)PARANOIA - SHORT FILM 1983
5)HOLI - 1984
6)QAYAMAT SE QAYAMAT TAK - 1988
7)RAKH - 1989
8)TUM MERE HO - 1989
9)AFSANA PYAR KE - 1989
10) LOVE LOVE LOVE - 1989
11)AAWAL NUMBER -1989
12)DIL - 1990
13)DAMINI -1990 (SPECIAL APPEARANCE)
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14)PEHLA NASHA (SPECIAL APPEARANCE)
15)DEEWANA MUJH SE NAHIN - 1990
16)DIL HAI KAI MANTA NAHIN - 1991
17)DAULAT KI JUNG - 1991
18)ISI KA NAAM ZINDAGI - 1992
19)JO JEETA WOHI SIKANDER - 1992
20)PARAMPARA - 1993
21)HUM HAI RAHI PYAR KE - 1993
22)ANDAZ APNA APNA - 1994
23)BAAZI - 1995
24)AATANK HI AATANK - 1995
25)RANGEELA - 1995
26)AKELE HUM AKELE TUM- 1995
27)RAJA HINDUSTANI - 1996
28)ISHQ - 1997
29)GHULAM -1998
30)SARFAROSH - 1999
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31)MANN - 1999
32)1947-EARTH - 1999
33)MELA - 2000
34)LAGAAN - 2001
35)DIL CHAHTA HAI -2001
36)MANGAL PANDEY - 2005
37)RANG DE BASANTI - 2006
38)FANAA - 2006
39)TAARE ZAMEEN PAR - 2007
40)GHAJINI -2008
41)LUCK BY CHANCE - 2008(SPECIAL APPEARANCE
42)3 IDIOTS - 2009
43)DHOBI GHAT - 2011
44)DELHI BELLY - 2011(SPECIAL APPEARANCE)
45)TALASH-2012
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BRAND ENDORSEMENT
Aamir Khan has being associated with various Brand, With involvement of him there has being rise in that
product sales.
• Pepsi Cola -
It was the First Ad which showed Beauty queen Aishwarya Rai before she
contested for Miss India
• Coca Cola
For the many regulars at downtown Atlanta’s world of Coca-Cola center, the highly jagged pesticide
controversy over the locally based, globally-renowned soft drink major was a strange story. Until now
that is. Thanks to the mighty presence of coke especially in this part of US and its Thanks to the mighty
presence of coke especially in this part of US and its reach in almost all parts of the world. the fact of
Coca-Cola being loaded with dangerously high amounts of pesticides in a country whose presence here
is ponderous if not overwhelming, is a developing news byte that has piqued even the casual reader.
So much so that recently a leading daily carried a report on how Coke was salvaged by aggressive
celebrity endorsement in India.
Enter Aamir Khan, an actor with as much mass appeal as niche repute.
Known for being acutely selective about his roles, his films and his productions, Khan is also someone
who enjoys a tremendous fan-base, both in India and amongst Indians abroad.
It was therefore, a no-brainer to see him redeem the goliath brand’s image when he appeared in a
television commercial not so long ago, endorsing, seriously, Coke’s toted security standards.
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Being an actor above the socially responsible do-gooder citizen, his was a testimonial that the company’s
stakeholders would have considered infallible. They may have been right.
A controversy that reared its head nearly three years ago when a neutral research group (Center for
Science and Environment, an independent public interest group) alleged that soft drinks manufactured by
Coke and Pepsi contained harmful pesticide residue, the soft drink drama had consumers either
disowning aerated drinks completely or consuming them grudgingly.
The unaffected few, in any case, believed that companies as big as Coke and PepsiCo would take
corrective action at the earliest and resolve the aberration if in fact, it was true.
Contrarily, demonstrations against the soft drinks major may have been a mere whimper to begin with;
they did not fail to leave their mark.
Reportedly sales plummeted and the brand image of coke took a beating. In Kerala, coke was banned.
Instead of being the friendly neighborhood (chai ki dukaan and dhaba) offering that at one point became
more affordable than locally brewed coolers, Coke was being viewed as the ‘firangi’ usurper that trifled
with a formidable consumer base and did nothing to appease it.
Coke’s nearly invisible strategy of denial in the early days garnered a response that was, at best,
measured.
It’s slightly more aggressive tactic of conducting tests and showing results comparable to European
standards too, had hardly any takers, for consumers considered it mere technical mumbo-jumbo.
Little did one know that a couple of minutes worth ad-spot would do the trick. While celebrity endorsement
has been a dream solution for advertisers, especially in India where zealous fans are held captive by very
few ‘heroes’; Aamir Khan’s engrafting, as it were, into the coke ‘situation’ has become the stuff that
newsreels are oft times made of- advocacy.
In a significantly emerging, dominant market, Coke’s strategy to have Khan defend it and go the extra bit
by gulping a bottle of the beverage fearlessly on TV, posters and kiosks seems to have paid off in more
ways than one.
We knew about the downslide in the company’s sales after the December 2004 Supreme Court ruling that
necessitated warning labels on Coke and Pepsi products. Equally, we are all privy to the fact that Coke’s
sales registered an increase after a long time during the third quarter this year.
Bringing Aamir Khan into the picture through target marketing, Coke has adopted a surer, more
successful strategy.
Jingle was Thanda Mitlab coca cola and was in the Mouth of everybody, still it is though Now Aamir Khan
is no longer the brand ambassador.
Aamir Khan, Coke had—finally— wrested the buzz from its arch rival Pepsi. Aamir’s Thanda Matlab Coca
Cola and Panch Matlab Chota Cokewere not only popular but delivered volume growth that earned Coke
India its first and only Woodruff Cup—named after Robert W. Woodruff, one of Coca-Cola’s most
influential chairmen who was with the company for over 50 years.
20

In 2002, after years of lacklustre ad campaigns, the Coca-Cola team settled on an advertising
strategy that caught the imagination of the Indians. Breaking the Coke tradition they hired a
celebrity spokesman who was none other than the Bollywood movie star, Amir Khan. The
campaign equated Coke with the concept of ‘thanda’ which is the Hindi word for cold a
commonly used generic term for any soft drink. Coke had to break a lot of its rules for India, in
India, who quit Schweppes after Cokebought it in 1999. The 200ml campaign endorsed by
Aamir Khan paid off in a big way.
more at http://www.citeman.com/15534-case-coke-edited.html#ixzz2YZGNlZHr
21

3 – Titan Watches-
Effie 2005 : Titan rides high on ‘What’s your style?’ campaign
By agencyfaqs news bureau,
October 26, 2005 Section: News Category: Advertising
The campaign helped Titan achieve a growth of 45 per cent in volume sales and 52 per cent in
value
At the Effie Awards, 2005, O&M won a Gold in the ‘Consumer Durables’ category for the Aamir
Khan-starring ‘What’s your style?’ campaign for Titan watches. But this particular campaign has
a bigger story to tell than just winning awards.
The campaign helped Titan achieve a growth of 45 per cent in volume sales and 52 per cent in
value.
The story behind the campaign goes back to 2003, when executives at Titan realised that while
people owned four pairs of shoes, or changed their mobile phone every year, or upgraded their
wardrobe every few months, they were totally complacent when it came to watches. The same
consumers felt that watches were just a utility item to help them tell the time, and they would
think of changing their watch only after seven years or so. It was also found that only 9 per cent
of watch users owned more than one watch.
This implied that there was a market for watches, but the challenge was to change the mindset
of the consumers. This was the point at which O&M, the agency behind the campaign, decided
to bring Bollywood actor and style icon Aamir Khan into the ‘What’s your style?’ campaign. The
idea was to get people to match their clothes with their watches, making the product less of a
necessity and more of a style statement. The campaign involved television, outdoor, press and
posters.
As per an independent survey, around 85 per cent of the consumers who saw the Titan
campaign got the message of matching their watches with their clothes. As a result, there was
an overall growth in the sales of high-end watches for people started buying more than one
watch. The company’s average sales price also increased by Rs 90 from Rs 1,599 to Rs 1,689.
In addition, the Titan Exchange Offer garnered an increase in the secondary sales volume by 27
per cent in 2004 vis-à-vis 2003. The cherry on the cake was that Titan share prices also moved
up by 340 per cent from Rs 110 in July 2004 to Rs 487 in July 2005.
Effie 2005: The event was sponsored by Yahoo! India
22

With Association with Aamir Khan the Brand Titan sale increased and the Advertisement with him
reached not only the classes but also to masses as whenever Brand Aamir Khan is involved in a project,
People perception of the same changes and there buying motive increases with the fact that if Aamir
Khan is using it has to be good.
23

4- Toyota Innova
Toyota Innova ” Brand Identity
Very few actors in Bollywood possess the international standards of expertise that Aamir Khan does.
Aamir managed to carve out a niche for himself among the superstars as well as changed his persona in
tune with the character he was playing incase of “Toyota Innova ”. It is precisely this characteristic of this
talented actor that is sought to be celebrated in the new Toyota Innova advertisement.
The advertisement begins with Aamir in his latest avatar – the cool dude of his forthcoming film, ’’Rang de
basanti chola ’’ – driving the latest Toyota vehicle, the Innova . The focus is on the lavish space that the
car offers. So next to the driver’s seat sits Siddharth of ’’ Ghulam ’’ , who spits his chewing gum out of the
window. But since the windows are shut, the damn thing sticks to the pane. Siddhu sheepishly puts the
gum back into his mouth. Munna (of ’’ Rangeela ’’ ) who is on the back seat, starts having an argument
with Siddhu and calls him “ Angoothe ke dukaan ”, referring to his multiple rings on fingers. Seated next to
Munna is our Akash (of DCH ) who asks them to shut up – then mischievously asks both of them if they
are twins. Finally, we see Bhuvan (of ’’ Lagaan ’’ ) perched in the rear along with his cricket gear. As the
car glides along the highway, it meets a police barricade. The car is stopped by a CBI officer – none other
than Ajay Singh Rathod (of ’’ Sarfarosh ’’ ) – who asks them where they are headed. Each Aamir has a
different answer – Siddhu says “ Khandala ”, Munna says “ Pinky Theatre”, Akash says “Goa” and so
on…
“ Toyota Innova ” Brand Positioning
Innova is positioned as a luxury MPV. The brand has the latest technology and is refined to perfection.
The brand has roped in Aamir Khan as the brand ambassador. Innova is positioned as a vehicle for all
purposes . The brand uses the tagline " All you desire " and the ads are also catchy. The brand is priced
at a premium and is targeting families which are SEC A A + and large in size. Innova has effectively used
the charisma of Aamir Khan to promote itself.
The advertisement of Corolla with Rahul Khanna suggests that Toyota is bugged by celebrity paranoia.
The basic positioning of Innova is as a getaway vehicle that is spacious, trendy and upmarket. Innova has
tried to distance itself from the Qualis ,its successful predecessor which was popular as a Taxi . So it was
necessary that Innova be promoted as an upmarket car that can be associated with the successful. So
24

Aamir make sense. The execution was perfect so was Aamir . Let us see why Toyota has used Aamir for
its product.
Camera Effects: 5 Concept: 5 Execution: 5 Model Choice: 5 Model Performance: 5 Jingle: 5 An Ode to
Versatility Pros: Aamir and his multiple identities Cons: None
“ Toyota Innova ” Brand Image & Personality
Brand Image The commercial effectively drives home the core Innova values of “perfection, innovation,
versatility and performance” . The message – about the generous space inside the vehicle – comes
across quite clearly, even as you marvel at this genius called Aamir ! Brand Image & Celebrity
“ Toyota Innova ” Brand Repositioning
Brand : Innova Company : Toyota Agency: Densucomm Brand Ambassador : Mr. Aamir Khan Toyota
Innova is an interesting brand. Interesting because it redefined the MUV segment in India and also it
replaced the famous Toyota Qualis . Innova was launched in 2005. It replaced the successful Qualis
when the sales of Qualis was at its peak.
25

Innova Adertisement
Endorsing Toyota Innova.
26

5- Samsung Mobile
Samsung has been doing much the same. From a tie-up with 40 Nokia priority dealers to a big
splash with actor Aamir Khan the investment has paid off. It’s the new number two.
'I am Samsung Mobile' advertisement featuring Aamir Khan doubled the sales of Samsung
handsets. According to Sunil Dutt, country head, Samsung Mobile, the campaign that was
launched in May 2008, raised brand awareness by 6% and brand preference by 8%.
"Sometimes the choice of brand ambassador is very crucial to leverage the brand properly," he
says.
28

Some Images of Brand Aamir Khan With Samsung Mobile
29

6- Tata Sky - Reaching for the skies
Last year turned out to be a pretty 'Jhingalaala' year for DTH player Tata Sky. Starting from
January and going right up to the end of the year, the brand rolled out announcements and
innovative advertising (its creative agency is Ogilvy India) campaigns.
Last year turned out to be a pretty 'Jhingalaala' year for DTH player Tata Sky. Starting from
January and going right up to the end of the year, the brand rolled out announcements and
innovative advertising (its creative agency is Ogilvy India) campaigns.
The year began with the brand's Tata Sky+ offering at the price point of Rs 5,999. This was
followed by the brand's 'Cold War Campaign' that ran to promote Tata Sky+ as a tool to the
rescue for the battle of the remote during the IPL season. In June 2010 Tata Sky launched its
high-definition (HD) products; this was timed to coincide with the FIFA World Cup and
Wimbledon.
July was special in a different way. Tata Sky broke its touching education-centric 'Badalte India
Ke Badalte Classrooms' Campaign, comprising interactive services that help viewers learn via
Tata Sky. Brand ambassador Aamir Khan, brought on board in 2008, featured in this campaign.
Popularising interactive services on television, Tata Sky covered a gamut of areas, with special
focus on educational services through applications such as Actve Wizkids, Actve Stories, Actve
Learning and Actve English.
Wizkids is designed for preschoolers. It has learning games and stories that let children enjoy
their favourite stories on television. Actve Learning lets the viewer take daily quizzes covering
Mathematics, Science and General Knowledge while Actve English helps viewers improve their
English-speaking skills. The TV campaign was supported by extensive outdoor promotions.
This initiative, that invented a new way of learning on TV in 10 lakh Tata Sky households,
served to take the brand's earlier Actve English initiative forward. First broken in January 2010,
this had aimed at enhancing conversational English skills amongst Indians, particularly
housewives who, as per consumer research and insights, were found to harbour insecurities
while speaking in English. It was also found that a majority of them lack the time and confidence
to join a coaching centre.
30

A development that helped the brand further its educative offering was when Turner
International India and Tata Sky came together to form a strategic content partnership. As part
of the association, Turner had its linear branded block from its kids' channel, Cartoon Network
(CN) made available on Tata Sky. This partnership gave Tata Sky subscribers access to CN+
daily from 6:00 am to midnight. CN+ linear branded block is part of Tata Sky's Actve services,
which comes at a cost of Rs 30 per month.
In August 2010, the brand launched its 'Once-a-year Subscription Holiday' plan popularised by
the Milkman Campaign in which Khan puts forth the question, 'Why pay for DTH while away on
a vacation?' to viewers. This was the first time in the DTH industry when once-a-year
subscription holiday plans were introduced such that subscribers could temporarily discontinue
services for a maximum of 15 days, once every year.
In September, a pre-Diwali price drop offering was conveyed when Tata Sky was made
available at Rs 999 - the USP was the fact that no conditions applied. October upped the party
mood when Tata Sky's TruChoice Packages were launched. These allowed customers to
customise their channel combination such that the subscriber could get started on any of the
Popular Packs (including two free regional racks) beginning at Rs 150 per month, after which
he/she could add channels from a bouquet of Optional and Regional Packs.
Optional Packs comprise genres such as Hindi movies, music, English news, kids, etc, while
Regional Packs comprise language channels such as Marathi, Bengali, Tamil or Gujarati. A
couple of fascinating ads featured Khan in the garb of a pesky salesman and that of an
annoying barber.
Tata Sky underwent a change in top-level management as Harit Nagpal moved in from
Vodafone and took over as managing director. He stepped into the shoes of Vikram Kaushik,
who had been with the group since 2004 and led Tata Sky to emerge as a strong DTH brand
since its inception.
According to Vikram Mehra, chief marketing officer, Tata Sky, giving maximum value to a
subscriber for every rupee spent has been the brand's motto since its launch. "Year 2010 took
this promise forward," he says, adding, "The brand is not just about smart advertising, it's also
about the product living up to it promise and commitment of delivering value and superior
content. It's always about convenience for the consumers and customer-centric propositions
based on strong consumer insights." Everything that Tata Sky did seemed to work. For
instance, the brand's new gaming application (with Hungama) is a new innovation that, within
the first 15 days, got over 40,000 subscriptions.
31

7- Godrej ropes in Aamir Khan as group brand ambassador
The new master brand campaign will be launched on the March 25 and will strategically
associate with the group initiatives throughout the year.
MUMBAI: The Godrej Group has embarked on the next phase of its journey by launching an
integrated campaign of "ideas that make life brighter" which is focused on enhancing the brand's
emotive appeal by showcasing the breadth of fresh ideas from within the group to its
consumers.
As part of this initiative, the group has roped in Aamir Khan as the groupwide brand
ambassador. Khan will be the face for the new campaign - Har Idea Se Zindagi Muskuraye
(Ideas that make life brighter).
"Over the last 5 years we have walked on the exciting journey of managing the Godrej brand as
an invaluable strategic asset. This journey has been marked by the creation of a more
contemporary entity that has created an even stronger connect with the 500 million Indians who
use a Godrej product or service everyday,'' said Tanya Dubash, executive director and Chief
Brand Officer, Godrej Group.
Further, our commitment to brighter living has been ingrained in Godrej culture leading to
breakthrough products and services offered by the group that have delighted consumers owing
to their performance, usage experience and design aesthetics. 'Ideas that make life brighter', is
essentially our showcase of brighter living and it is through this integrated campaign that we aim
to communicate the ethos of our group. It is our belief that this campaign will harness the
strength of the masterbrand through leveraging the diverse innovations across the Group and
presenting them in a very engaging manner", said Dubash.
The new masterbrand campaign will be launched on the March 25 and will strategically
associate with the group initiatives throughout the year.
According to Shireesh Joshi, head-strategic marketing, Godrej Group: "Given the Godrej
Group's wide portfolio of offerings that covers everything from personal care to property and
microwaves to moulded furniture, nearly 70% of a modern home can be furnished with Godrej
products.
32

The new chapter of our brand journey aims to bring to light this culture of innovation that has
been intrinsic to the group. With this new campaign- 'Ideas that make life brighter' and the iconic
Aamir as our groupwide brand ambassador, we are certain that consumers will see the width
and scale with which we fulfil our brand promise of brighter living."
In 2011, the Group had conducted a valuation exercise wherein the Godrej brand value was
estimated at $2.86 billion. The Group said the exercise resulted in a few imperatives that
identified opportunities of enhancing the emotional connect with the consumers by leveraging
on the Godrej brand across multiple products and services within the group portfolio.
33

Above 2 Slide is a Godrej Ad In 1st
Aamir Khan is trying to Hide from Sam Wife whom he posed
as Soniya previously as shown in Slide 2. Above Godrej Ad is one of the best this summer
which have increased the perception of Godrej product and also interest among people due to
Involvement of Brand Aamir Khan who believe in quality.
34

Few other brand Endorsed.
• Mahindra Stallio – Mahindra Group
B . Parle – G Biscuit
When Celebrity Endorse a Brand they themselves become a Brand and that Brand speaks with
the people who normally are stimulated by the endorsement by there favorite celebrity and most
of the time there is a increase in the sale of that brand and they get a Positioning in the mind of
the consumer. We Indian are Celebrity crazy people and normally try to follow our idle and now
most of the Company are targeting customer by bringing all this celebrity as there brand
ambassador to boost up there company image and sale effectively.
Brand Aamir khan has grown from strength to strength and have positioned itself in the mind of
consumer as nothing but the best.
35

Brand Aamir Khan is also associated and is Ambassador of various Social Causes,
Mr. Perfectionist who has been much popular among kids equally as he is adored by the adult
world has one more reason to celebrate as he is being appointed as the Brand Ambassador for
UNICEF. We think that his bold act of reaching to kids with his movies and also touching the
sensitive topic such as 'Dyslexia' though his movie 'Taare Zamen Par' seems to have added to
the reasons why he should be the brand ambassador.
Aamir Khan is endorsing the following causes and development initiatives:
Brand ambassador of the Incredible India campaign, as part of which he promoted Atithi Devo
Bhava Brand ambassador of the Women and Child Development Ministry for spreading the
message of curbing malnutrition among children Being approached by the Railway Ministry
along with Sachin Tendulkar Part of the National Voter Motivation Campaign in 2004 to urge
people to step out of their homes and vote A brand ambassador for TOI's Teach India
campaign, and for the Teach For India campaign which was actively supported by TOI.
Bollywood superstar Aamir Khan is appointed the national brand ambassador of UNICEF to
promote child nutrition and the actor said he takes his new job as a responsibility and not as a
burden.
Aamir is the third Bollywood celebrity after Amitabh Bachchan and Priyanka Chopra to
represent United Nations International Children's Emergency Fund in India.
The 48-year-old actor, who will be working towards solving the problem of malnutrition in
children under two years, said he is honoured to be a part of the UNICEF family
36

Box Office Statistics :
Total Films 37
All Time Blockbusters 3
Blockbusters 0
Superhits/Hits 19
Averages 7
Semi-Hits 0
Flops 8
Total Hits (including
semi-hits) 22
Hit Ratio 22/37 =59.45 %
Average Ratio 7/37 : 18.9 %
Flop Ratio 8/37 = 21.62%
Upcoming Movies P.K, Dhoom 3
Some Memorable
movies
Dil Chahta Hai, 1947 Earth, Andaz Apna Apna, Jo
Jeeta Wohi Sikandar, Sarfarosh, Ghulam,
Raakh,3Idiot,Ghajini, Taare Zameen par,Talaash
Majority of Flop were in his initial period of the career. If take a track record of last few year after
2001 All movie of Aamir khan is a huge hit
Aamir Khan the name is enough to make box office cash register ringing. His name is itself a
brand of good films. He is having one of his best career phases and his films are garnering gold
one after another. He is the first one to show the 100 and 200 crore club for his contemporaries
in India. He is the first one to show the 300 crore club worldwide. Problem with Aamir is that he
hardly do a movie a year and that's why he had hardly any significant releases in last few years.
We are going to consider his last four films to see what kind of trend he is carrying now in box
office India. Dhobi Ghat and Delhi Belly are not considered as one is not promoted as
commercial film and in other he was just having a special appearance.
Aamir Khan recent movies (2010-2013) and how they fared at the Box Office India Market -
Talaash (2012) - Lifetime Box Office - 94 cr nett (approx). Hit. More or less all have made profit
from the film.
3 Idiots (2009) - Lifetime Box Office - 202.5 cr nett (approx). All Time Blockbuster. All Time
Records are broken. One of the most profitable venture in history of Bollywood.
First film to cross 200 crore nett in India.
Ghajini (2008) - Lifetime Box Office - 114.7 cr nett (approx). All Time Blockbuster. One of the
most profitable venture in history of Bollywood. First film to cross 100 crore nett in India.
Taare Zameen Par (2007) - Lifetime Box Office - 62.5 cr nett (approx). Super Hit. All associated
with the film has made good profit.
37

Out of Aamir Khan last 4 films, 2 films are ATBB,1 film is Super Hit and 1 film is Hit.
All Time Blockbuster - 2.
Blockbuster - None.
Super Hit -1
Hit - 1
Semi Hit/Above Average/Average/Below Average - None
Flop/Disaster/All Time Disaster - None
Hit Ratio - 100%*.
100 Crore Club - 2
Aamir Khan upcoming new movies are - Dhoom 3 (2013) and Peekay (2014)
*If Dhobi Ghat is included then Hit Ratio of Aamir Khan comes around 80% which is still
excellent. We have not consdiered Dhobi Ghat as it is dark film as it is not promoted as regular
commercial port-boiler. For your reference Lifetime Box Office of Dhobi Ghat is around 16 crore
nett. Verdict - Semi Hit. It production cost including promotion was around 5 crore.
38

Aamir Khan emerges as one of the 100 most influential people
Bollywood star Aamir Khan has been featured on one of the seven special covers of the Time
magazine listing the world's 100 most influential people.
The list includes Finance Minister P. Chidambaram, Delhi lawyer Vrinda Grover and California's
Indian-American attorney general Kamala Harris besides teenaged Pakistani activist Malala
Yousafzai and US President Barack Obama.
Like Aamir Khan, Malala Yousafzai, "the Pakistani schoolgirl whose advocacy for girls' rights is
just beginning" is also featured on one of the special covers.
Aamir Khan, 48, the Bollywood star who wins praise from composer A.R. Rahman, "has been
chosen for using his influence to raise social awareness in India."
"In a world of false diplomacy and evasiveness, Aamir is a straightforward man," writes Rahman
noting, "He uses his gifts as a charmer to give his audience the most bitter medicine.
Hypnotized, we take it without complaint."
"Aamir has started a movement that will help change the world in which Indians live. Jai ho!"
adds the Academy Award-winning composer.
39

US based news magazine -TIME's annual survey of the 100 most influential people in the
world for the year 2013 is out and guess who landed an exclusive cover with the magazine.
Billed as a film star and activist by the magazine, the Bollywood actor and host of the television
show-Satyamev Jayate has been profiled by world celebrated music composer A.R Rahman.
What is more remarkable is that the magazine has selected just 7 people out of the 100 chosen,
to each have their separate cover. And Aamir Khan is one of the select 7. The other 6
includeteenage Pakistani activist Malala Yousafzai, Oscar winning actress Jennifer Lawrence,
hip-hop mogul Jay-Z, Kentucky Senator Rand Paul, inventor and entrepreneur Elon Musk and
Chinese tennis star Li Na. The covers vary internationally, but in the U.S. 4 different versions
will hit the newsstands.
P. Chidambarm has been praised for his 'unsurpassed experience', strong work ethic, a no non-
sense approach towards governance among other things. A noted human rights lawyer and
more importantly an advocate for women's rights in India-Vrinda Grover has been lauded for her
efforts post the tragic Delhi gang-rape case.The magazine notes that "her determination to force
an often recalcitrant political and legal system to change was evident in these past few heated
months, as a particularly tragic rape in Delhi brought women’s rights center stage." It also
states, " In the conservative backlash that followed the waves of women’s protests, Grover’s
voice — loud, uncompromising — was raised again and again in the rambunctious theater of
Indian TV."
Another noteworthy point is that Aamir hasn't been listed under the 'Artists' category but under
the section 'Pioneers'. Clearly his social activism has trumped his Bollywood credentials this
time.The 100 influential people have been classified under the categories Titans, Leaders,
Artists, Pioneers and Icons.
40

In a glowing profile of the actor, A.R Rahman writes much about Aamir's sense of social
responsibility and lauds his effort to make blockbuster movies that tackle themes of poverty and
education. Terming his TV show Satyamev Jayate- part journalism and part talk show, that
confronts India’s deepest social ills, from sexual abuse to caste discrimination, Rahman praises
Aamir for "showing the courage to ask hard questions". "Aamir has started a movement that will
help change the world in which Indians live.", he adds.
This is Aamir's second TIME cover.He had earlier been the focus of a cover story 'Khan
Quest' in the Asian edition of the magazine in 2012.
41

Aamir, the marketing genius
Aamir Khan is a master strategist in marketing as far as films are concerned and everybody
knows he can never go wrong with it. Just recall his films- ‘Ghajini’, ‘3 Idiots’, etc, and you will
remember that their success at the box- office was more of his marketing strategies than
anything else
Delhi Belly: ‘Negative marketing.’ Though, he is not acting in the movie, but he definitely entered
your drawing rooms with a warning stating that the movie not suitable for everything due to the
presence of ashleel (vulgar) stuff followed by many beeps (one of which appears as the ‘F’ word
coming from Aamir). He has subtly did his job - raised your curiosity!
Ghajini: Aamir Khan the man went out on roads and gave ‘Ghajini’ cut to common people. Not
just this, close to the release, the staff of many multiplexes was spotted wearing the Ghajini
look. Now that we say was a bit too much!
42

3 Idiots: He travelled across various nooks and corners of the country in different avatars and,
the lucky one who recognized him won a prize. All this was telecasted in TV creating the
required buzz.
Rang De Basanti: How cool would it be to sip a soft drink bottle labeled with stars of an
upcoming movie peeping out on the label? Or for that matter, wearing what they wear! Aamir
thought just that and hence, co-branding with a soft drink brand and an apparel brand happen
for the first time ever.
And you saw the results in the immense success of the movie.
Lagaan: While other film makers were trying really hard o appear different, reticent Aamir had
already got it right. For the promotions of his movie Lagaan, he had a subdued approach.
Rather than talking loads about the movie, thus raising expectations, Aamir and his clan kept it
a low key affair.
After all lesser expectations = lesser disappointment. And it worked! The final product stunned
all.
Following footstep Aamir Khan All actors have started promoting there movie and some of them
also come up to Brand Aamir for advice which he give it with all his heart that is the power.
43

List of awards and nominations received by Aamir Khan
Amir Khan awards and nominations
Aamir Khan is known for not attending Indian film
award functions
[hide]Awards and nominations
Award Wins Nominations
Totals
Awards won 46
Nominations 40
44

This is a list of awards and nominations of Aamir Khan, an Indian actor.
1 National Film Awards
2 Non-attendance for Popular film award functions
3 Filmfare Awards
4 Screen Awards
5 International Indian Film Academy Awards (IIFA)
6 Apsara Awards
7 Gollapudi Srinivas Award
8 Bengal Film Journalists' Association Awards
9 Zee Cine Awards
10 Bollywood Movie Awards
11 Stardust Awards
12 Global Indian Film Awards (GIFA)
13 BIG Star Entertainment Awards
14 Other awards
15 Honours and recognitions
16 References
National Film Awards
Winner
• 1989 – National Film Award - Special Jury Award / Special Mention (Feature Film)[1]
–
Actor for Raakh and Qayamat Se Qayamat Tak
• 2001 – National Film Award for Best Popular Film Providing Wholesome
Entertainment for Lagaan (shared with Ashutosh Gowarikar)
• 2008 – National Film Award for Best Film on Family Welfare for Taare Zameen Par
45

Non-attendance for Popular film award functions
Aamir Khan has a reputation for not attending award ceremonies like Filmfare Awards, Screen
Awards, IIFA Awards, Zee Cine Awards, Bollywood Movie Awards, Stardust Awards, GITA
Awardsetc. Though nominated many times, Khan does not attend any Indian film award
ceremony as he feels "Indian film awards lack credibility".[2]
In 2007, Khan was invited to have a wax imitation of himself put on display at Madame
Tussauds in London.[3]
However, Khan declined stating that, "It's not important to me... people
will see my films if they want to. Also, I cannot deal with so many things, I have bandwidth only
for that much."[4]
He supposedly gave a nod to attend the Dadasaheb Phalke Academy Awards,
presented on 3 May 2012,[5]
but gave it a last-minute miss.[6]
When asked about the selection
procedure and authenticity of popular Indian Film awards, Aamir Khan says, “fact is that I have
no objections to film awards per se. I just feel that if I don’t value a particular film award, then I
won’t attend it either. Apart from the National Film Awards, I don’t see any other award
ceremony that I should give value to. My personal experience about these award ceremonies is
that I don’t trust them. I have no faith in them so I would prefer to stay away.” [7][8][9][10]
Filmfare Awards
Winner
• 1989 – Filmfare Best Male Debut Award for Qayamat Se Qayamat Tak
• 1997 – Filmfare Best Actor Award for Raja Hindustani
• 2002 – Filmfare Best Actor Award for Lagaan
• 2002 – Filmfare Best Movie Award for Lagaan
• 2007 – Filmfare Critics Award for Best Actor for Rang De Basanti
• 2008 – Filmfare Best Movie Award for Taare Zameen Par
• 2008 – Filmfare Best Director Award for Taare Zameen Par
Nominated
• 1989 – Filmfare Best Actor Award for Qayamat Se Qayamat Tak
• 1990 – Filmfare Best Actor Award for Raakh
• 1991 – Filmfare Best Actor Award for Dil
46

• 1992 – Filmfare Best Actor Award for Dil Hai Ki Manta Nahin
• 1993 – Filmfare Best Actor Award for Jo Jeeta Wohi Sikandar
• 1994 – Filmfare Best Actor Award for Hum Hain Rahi Pyar Ke
• 1995 – Filmfare Best Actor Award for Andaz Apna Apna
• 1996 – Filmfare Best Actor Award for Rangeela
• 1999 – Filmfare Best Actor Award for Ghulam
• 1999 – Filmfare Best Male Playback Award for the song Aati Kya Khandaala in Ghulam
• 2000 – Filmfare Best Actor Award for Sarfarosh
• 2002 – Filmfare Best Actor Award for Dil Chahta Hai
• 2006 – Filmfare Best Actor Award for Mangal Pandey: The Rising
• 2007 – Filmfare Best Actor Award for Rang De Basanti
• 2008 – Filmfare Best Supporting Actor Award for Taare Zameen Par [11]
• 2009 – Filmfare Best Actor Award for Ghajini[12]
• 2010 – Filmfare Best Actor Award for 3 Idiots[13]
Screen Awards
Winner
• 1997 – Screen Award for Best Actor for Raja Hindustani
• 2002 - Screen Award for Best Film for Lagaan
• 2008 – Screen Award for Best Supporting Actor for Taare Zameen Par
• 2008 – Screen Award for Best Director for Taare Zameen Par
• 2008 – Screen Award for Most Promising Debut Director for Taare Zameen Par
Nominated
• 2002 – Screen Award for Best Actor for Lagaan: Once Upon a Time in India
• 2006 – Screen Award for Best Actor for Mangal Pandey: The Rising
• 2007 – Screen Award for Best Actor for Rang De Basanti
47

• 2007 – Screen Award for Best Villain for Fanaa
• 2008 – Screen Award for Best Film for Taare Zameen Par
• 2009 – Screen Award for Best Actor for Ghajini [14]
• 2010 – Screen Award for Best Actor for 3 Idiots [15]
International Indian Film Academy Awards (IIFA)[edit]
Winner
• 2002 – IIFA Best Actor Award for Lagaan: Once Upon a Time in India
• 2002 – IIFA Best Movie Award for Lagaan: Once Upon a Time in India
• 2009 - IIFA Movie of the Decade for Lagaan: Once Upon a Time in India
Nominated
• 2002 – IIFA Best Actor Award for Dil Chahta Hai
• 2007 – IIFA Best Actor Award for Rang De Basanti
• 2009 – Star of the Decade – Male
• 2010 – IIFA Best Actor Award for 3 Idiots [16]
Apsara Awards
• 2009 - Apsara Award for Best Film - Taare Zameen Par
• 2009 - Apsara Award for Best Director - Taare Zameen Par
Gollapudi Srinivas Award[edit]
Best Debut Director for Taare Zameen Par [17][18][19]
Bengal Film Journalists' Association Awards[edit]
Winner
• 1995 – BFJA Awards, Best Actor for Akele Hum Akele Tum & Rangeela
• 2001 – BFJA Awards, Best Actor for Lagaan: Once Upon a Time in India
Zee Cine Awardst
Winner
• 2000 – Zee Cine Award Best Actor- Male for Sarfarosh
48

• 2002 – Zee Cine Award Best Actor- Male for Lagaan: Once Upon a Time in India
• 2008 – Zee Cine Award for Best Director for Taare Zameen Par
Nominated
• 1998 - Zee Cine Award Best Actor- Male for Ishq
• 1999 - Zee Cine Award Best Actor- Male for Ghulam
• 2002 – Zee Cine Award Best Actor- Male for Dil Chahta Hai
• 2007 – Zee Cine Award Best Actor- Male for Rang De Basanti
Winner
• 2002 – Bollywood Movie Award - Best Actor for Lagaan: Once Upon a Time in India
• 2002 – Bollywood Movie Award - Critics Award Male for Dil Chahta Hai
Stardust Awards
Nominated
• 2008 – Stardust Best Film Award for Taare Zameen Par
• 2008 – Stardust Dream Director Award for Taare Zameen Par
• 2008 – Stardust Star of the Year Award - Male for Taare Zameen Par
• 2009 – Stardust Star of the Year Award – Male for Ghajini [
• 2010 – Stardust Star of the Year Award – Male for 3 Idiots
Global Indian Film Awards (GIFA)
Nominated
• 2007 – Best Actor for Rang De Basanti
BIG Star Entertainment Awards
Nominated
• 2010 – BIG Star – Film Actor of Decade (Male)
49

Other awards
Winner
• 2001: Bollywood People's Choice Awards: Best Actor for Lagaan: Once Upon a Time in
India
• 2008: Planet Bollywood People's Choice Awards: Best Director for Taare Zameen Par
• 2008: Planet Bollywood People's Choice Awards: Best Supporting Actor for Taare Zameen
Par
• 2008: V. Shantaram Awards: Best Film Gold Award for Taare Zameen Par
• 2008: V. Shantaram Awards: Best Director Silver Award for Taare Zameen Par
• 2009: Bollywood Hungama Surfers Choice Movie Awards 2008: Best Actor Award
for Ghajini
• 2010: Dadasaheb Phalke Awards: Phalke Memorial Performance Award for 3 Idiots.
• 2009
: Padma Bhushan Award for his outstanding contribution to Hindi cinema.
Honours and recognitions
• In March 2001, he was ranked 3rd Most Powerful Indian Film Star by Forbes.
• In December 2001, he was named "Man of the Year" by Bombay Times.
• In August 2003, he was voted No.2 "Greatest Actor" in the film personalities category in the
Best of India poll conducted by Zee News. Amitabh Bachchan tops the poll.
• In April 2008, he received a "Special Award" from Master Dinanath Mangeshkar Smruti
Pratisthan for his exceptional services to Indian cinema.]
• In January 2009, he received "Indian of The Year in Cinema" Award by 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".
50

• In May 2009, he received "Raj Kapoor Smriti Vishesh Gaurav Puraskar" by the Government
of Maharastra for outstanding contribution to the Indian cinema.
• In July 2010, he topped the Filmfare Power List for the third year in a row.
• In August 2012, he was voted No.2 "India's Greatest Actor" in NDTV poll. Amitabh
Bachchan tops the poll.
• In August 2012, TIME magazine put his picture on its cover page.
• In April 2013, he was among TIME magazine's 100 Most Influential People in the World List.
51

The Most Important Award which Brand Aamir Khan care for his people appreciation and there
liking for his work, That is the biggest award for him as told by him.
I love my fan appreciation and love they give it to me, It encourage me to do to more good work.
I don’t care about award function. My award is Love and affection of my fan and there
unrelenting support towards me.
54

Aamir Khan Productions
Aamir Khan Productions
Type Private Limited Company
Industry Motion picture
Founded 2001
Headquarters Mumbai, Maharashtra, India
Key people Aamir Khan
Kiran Rao
Mansoor Khan
Products Film Production
Film Distribution
Website www.akpfilms.com
Aamir Khan Productions is an Indian motion picture production and distribution company,
based in Mumbai. The company was founded in 2001 by actor Aamir Khan and started with the
production of Lagaan.
55

B. Shrinivas Rao is the Executive Producer for Aamir Khan Productions and Khan's wife, Kiran
Rao also serves as a producer; she was the Associate Producer for both Taare Zameen
Par and Jaane Tu Ya Jaane Na.[1]
Contents
1 History
2 Films produced
3 TV shows produced
History
Aamir khan Founder of Aamir Khan Productions
Aamir Khan Productions (AKP) was set up in 1999 by Hindi film actor Aamir Khan with the
purpose of producing the film Lagaan. He decided to produce Lagaan after the script was not
56

purchased by any other studio. B. Shrinivas Rao also joined Aamir Khan Productions as the
Line Producer on Lagaan. The movie was released in 2001, starring Khan as the lead actor.
The film was both a major critical and commercial success, and was nominated for the 74th
Academy Awards in the Best Foreign Language Film category. It was eventually chosen and
nominated in that category along with four other foreign films but lost to No Man's Land. The film
won many major awards at several award functions such as Filmfare and IIFA.
B. Shrinivas Rao later served as the Executive Producer on Khan's directorial debut Taare
Zameen Par and became the Executive Producer for the production company, supervising all of
its productions. Khan also starred in Taare Zameen Par, sharing the screen with the debut of
child actor Darsheel Safary and Tisca Chopra. The film was initially conceived of and developed
by the husband and wife team, Amole Gupte and Deepa Bhatia. It tells the story of a young
child who suffers in school until a teacher identifies him as dyslexic. The movie was critically
acclaimed, as well as a major box office success. Taare Zameen Par won the 2008 Filmfare
Best Movie Award as well as a number of other Filmfare and Star Screen Awards. It was
declared tax free by the Government of Delhi. Khan's wife, Kiran Rao also worked as the
Associate Producer for Taare Zameen Par.
The third film produced by the company is Abbas Tyrewala's Jaane Tu Ya Jaane Na, which was
released in July 2008. It marked the debut of Aamir Khan and Mansoor Khan's nephew Imran
Khan and it was co-produced by Ritesh Sidhwani. The movie was both commercially and
critically acclaimed.]
The latest film produced by the production company is Anusha Rizvi's Peepli Live. The film
released on 13 August 2010 having a very low budget starring Omkar Das Manikpuri, Raghubir
Yadav, Shalini Vatsa, Malaika Shenoy, Nawazuddin Siddiqui, Naseeruddin Shah. Story was
based on the suicides committed by the Indian farmers due to bad conditions of theirs financial
status. Peepli Live had its Melbourne premiere at the Melbourne International Film Festival
MIFF 2010 on 6 August 2010 at the Regent Theatre, Melbourne. In 2004, Rizvi asked Amir
Khan to read her script and, although he initially refused as he was preoccupied with
shooting Mangal Pandey: The Rising, he eventually relented and decided to finance the film
after she described the plot to him. In 2011, the English (partly Hindi) Delhi Belly was released,
and was a departure from the "clean, family entertainment" tag of Aamir Khan Productions.
57

Films produced
Year Film Director Release Date Verdict Other notes
2001 Lagaan
Ashutosh
Gowariker
15 June 2001 Super Hit ] Filmfare Best Movie
Award
2006
Rang De
Basanti
Rakeysh
Omprakash Mehra
26 January
2006
Super Hit
Filmfare Best Movie
Award
2007
Taare Zameen
Par
Aamir Khan
21 December
2007
SuperHit
Filmfare Best Movie
Award
2008
Jaane Tu Ya
Jaane Na
Abbas Tyrewala 4 July 2008 Super Hit
Nominated-Filmfare
Best Movie Award
2010 Peepli Live Anusha Rizvi
13 August
2010
Hit
Nominated-Filmfare
Best Movie Award
2011 Dhobi Ghat Kiran Rao
21 January
2011
Semi Hit
2011 Delhi Belly Abhinay Deo 1 July 2011 Super-Hit
Nominated-Filmfare
Best Movie Award
2012 Talaash Reema Kagti
30 November
2012
Semi Hit
2014 P.K. Rajkumar Hirani 2014
58

TV shows produced
Year Show Channel Airing Dates
2012 Satyamev Jayate STAR, DD1
6 May 2012 (started),
29 July 2012 (ended)
Satyamev Jayate (English: Truth Alone Prevails) is an Indian television talk show that aired on
various channels within Star Network along withDoordarshan's DD National.[1]
The first
season of the show premiered on 6 May 2012 and marked the television debut of
popular Bollywood actor and filmmaker Aamir Khan.[2]
Work on the second season has begun.[3]
The show highlights sensitive social issues prevalent in India such as female foeticides, child
sexual abuse, dowry, medical malpractice, honor killings, insensitivity towards the physically
disabled, domestic violence, overuse of pesticides leading to pesticide
poisoning, alcoholism,untouchability, plight of senior citizens and water crisis. While Hindi is the
primary language of the show, it was also dubbed and simulcast in other Indian languages such
as Bengali, Malayalam, Marathi, Tamil and Telugu, and subtitled in English.
Satyamev Jayate received an overwhelming positive response and feedback from both the
critics as well as the public. The show was widely appreciated by several film and television
personalities, politicians and social activists for its research, format, presentation and content.
Satyamev Jayate
Logo of the show, which features the words Satyamev Jayate as written
in Devanagariscript
Hosted Aamir Khan
Directed Satyajit Bhatkal
59

INDIAN BLOGGERS DECLARE AAMIR KHAN AS THE MOST FAVORITE BRAND AMBASSADOR :
2012 INDIAN BLOGGERS MINDSET SURVEY
In Today's world blogging has become more than a way to express someone’s feeling, it is now
inclined towards social media and marketing. Blogging has become a source of not only
expressing one’s thoughts but it has also become a source of income and it also has enabled
people throughout the world to come in contact with each other thus building itself to a social
media. People use blogs to sell their products and offer services that in turn provide them
money, thus making blogging a profitable source of income.
Blogging has come a long way from simple web pages to extremely sorted and read content of
the internet. Comments on blogs and the speed of passing blog links among users with similar
interest show the power of blogging and its popularity on a global dais.
Slowly and gradually bloggers have garnered a decent fan following and have established
themselves as thought leaders. As a result, today there is more number of people who have
taken up blogging as a full time profession. Social media has played its role by giving bloggers a
platform to showcase their perspective and engage with their audiences.
The ‘2012 Indian Bloggers Mindset Survey’ shares insights on how bloggers are shaping
opinion, how brands are engaging with them as well as the opportunities and challenges before
brands when it comes to building relationships with these key digital influencers.
The survey was conducted by 20:20 MSL during New Delhi’s first Blogathon on May 26, 2012,
in partnership with Blogathon India. This high-impact meet provided a unique opportunity for
brands to engage with bloggers who have become very influential in this age of social media.
The blogging world is also dominated by males, 63% of the bloggers are male while only
37%are women.
Among the key findings of this survey are:
• Facebook and Twitter are emerging as the top preferred social platforms to connect with
bloggers in India. Google+ is the (non-Facebook, non-Twitter) social network bloggers spend
the most time on, while Pinterest is fast emerging in popularity
• CSR campaigns are the most recollected digital campaign
60

• Conventional brand ambassadors like Aamir Khan, Sachin Tendulkar, Amitabh Bachchan and
Shah Rukh Khan, still make for the favourite brand ambassadors.
• Dell and Samsung (in this order) engage with bloggers the most
• Most bloggers believe that no social network would be able to beat Facebook, in terms of the
number of users, in the next 5 years
Facebook, followed by Twitter and then Google+, is where bloggers receive most views for their
blogs
• Flipkart is the top ecommerce site for all bloggers
• A Samsung Tab and a Canon DSLR (apart from all Apple products) is one of the most desired
gadgets for bloggers today.
Samsung is the brand to have youth appeal according to bloggers.
28% of non technology bloggers choose E-mail as their top choice; this showcases their
preference for traditional means of getting in touch with them.
As far as time spent on blogging is concerned, Majority of bloggers spend less than 5 hours
blogging every week. There are twice the number of technology bloggers (30%) who spend
more than 20 hours blogging weekly, than nontechnology bloggers (14%). Technology bloggers
blog as heavily as more than 40 hours per week.
All Bloggers feel that there is very low probability of a social networking site beating Facebook in
the next 5years in terms of user base. More non-technology bloggers however, believe that a
social networking site could take over Facebook, as compared with technology bloggers.
Aamir Khan is the most favorite Indian brand ambassador as per Indian bloggers and he
maintains a strong lead over the second most favorite brand ambassador i.e. Amitabh
Bachchan.
61

CONCLUSION & RECOMMENDATION
There are so many topic I could have done But I choose to do Project on Brand Aamir Khan
Know it is risky as who does a Project fully on a Actor giving detail right from his child hood till
now. As I feel People like Aamir Khan are very rare and to do a Project on him his a privilege as
we youngster and today generation look at the personality like him to Stimulate us and show us
the way for betterment of the society, it was clearly visible after the movie Like Rang de Basanti,
Taare Zameen par, 3 Idiots and one of the best TV show Satyamev jayate which made people
to think and act upon the thing which was beneath the surface. It brought about many people to
come out the closet and speak up. Take the example of the Protection of Children Against
Sexual Offences act passed in Lok sabha which happened only after the telecast of the Child
abuse Episode Isn’t that the effect of brand Aamir, Just like that various other Issue was raised
and people reacted to it positively and various Government body act upon it that is the
perception of Brand Aamir in the Mind of the people which is not only in India but world wide.
“A study of Celebrity branding' with special reference to Actor Aamir Khan. In which I have
mention Phases right from his child hood till today, His Endorsement and influence on the
consumer and the company, His Involvement in social causes and influence in the society.
62

Following thing comes in the Mind of the People When they think about Aamir Khan the Brand
Which was asked to many people on Facebook/Twitter and various social networking site.
QUALITY
VALUE FOR MONEY
PERFECTION
SINCERITY
HONESTY
THE BEST
Only recommendation which can be given to Brand Aamir is to Show more of himself in the
Movie and Continue the Humanitarian Work which he has started.
63

REFERENCES/BIBLIOGRAPHY
www.hindustantimes.com
www.timesofindia.com
www.google.com
www.wikipedia.com
www.aamirkhan.com
http://vikas250.tripod.com
www.satyamevjayate.in
www.toi.com
www.indiatimes.com
www.akpfilms.com
Book The Spirit of Lagaan – Written by Satyajit Bhatkal
64

APPENDIX
A In How many Movies Aamir khan have worked in his 25 years careers
1) 45
2 ) 27
3) 37
4) 49
B) Which Year Aamir Khan was born ?
1) 1974
2) 1965
3 ) 1969
4 ) 1980
C) Which is the Brand with which Aamir Khan is not associated from below
1) Titan
2) Geetanjali jewelers
3) Toyota Innova
4) Parle G
D) In Which year AKP Film production was formed
1) 1995
2) 1999
3) 2001
4) 2005
65

ABOVE PROJECT ON BRAND AAMIR KHAN WOULD HAVE GIVEN ENOUGH INSIDE IN THE WORLD
OF CELEBRITY OF MY CHOICE. I BELIEVE IN BRAND AAMIR AND IF YOU BELIEVE IN SOMETHING
YOU SHOULD DO IT. I HAVE GIVEN ENOUGH DETAIL AND ANALYSIS TO SUPPORT MY CHOICE
OF WORK.
Aamir Khan the True Living Legend and The Emperor of Bollywood. There is Only One Aamir
Khan and will Always remain in Mind of the people.
66

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