My name is Khan, the publicity guru
Mr Shah Rukh Khan, the one who has a crater in Moon named after him, has done it again. Though I have not watched his latest film, “My name is Khan”, I have read rave reviews about it and everything it seems, is going his way again.
This post is however not about the quality or the storyline of the film but about something else. It’s about the business side of it. One thing that I have noticed and I am sure everybody else also has, is the amount of controversy this film has generated over the past couple of months. First, there was the row over the US trying to stop SRK from entering that country and second, the recent protests by the unruly Shiv sena in Mumbai regarding some comments SRK made about some Pakistani cricket players. I am not sure whether these events were staged or they were just serendipitous consequences and I am not making any allegations here but if you consider that in both the cases seemingly unrelated situations have been turned on their heads and used for the publicity of the film, the entire big picture comes into scene.
The film, it seems, is tailor made for controversy. Let’s start with the name: My Name is Khan. In a World where every Muslim name is seen with suspicious eyes, this name alone does about half the job. The US, I have heard maintains a secret list containing the names of all those persons who are suspected to be terrorists and this particular surname of Khan appears most number of times. Now, consider the setting: the 9/11 WTC twin tower aftermath. For the people who have lived through it, which by the way includes almost everybody above the age of 10, the sight of the twin towers falling down is nothing short of a Hollywood disaster movie. Almost all of us know how difficult it has become to travel between countries now – especially the western countries- with all the checking and questioning and profiling going on in the airports. In this mélange, if you throw in the spicy combination of SRK, the gorgeous Kajol and the ‘Koffee with Karan’, then the mathematical equation of
C=-P+S+M
where C = Controversy; P = Publicity; S=Star Power and M=Money
takes a new life of its own.
I have no idea how much impact this movie will have on Bollywood or for that matter even on SRK’s career, but it is a lesson in PR and marketing for any budding management student. Takes your notes, I have!!




