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<keyword id="143" type="CITY" weightage="20" keywordseo="Bollywood">Bollywood</keyword> actor <keyword id="2201" type="PERSON" weightage="20" keywordseo="Kangana-Ranaut">Kangana Ranaut</keyword> is in vogue these days; all thanks to her brilliant performance in the latest <keyword id="2600630" type="UNKNOWN" weightage="20" keywordseo="Tanu-Weds-Manu-Returns">Tanu Weds Manu Returns</keyword>. As viewers are making a beeline at the ticket counters to get the coveted ticket to watch the movie, its Box Office Collections have already surpassed Rs 100 crore (till the time of filing this report). 
 
The film has turned Ranaut into a superstar, but mind you, this stardom has not come overnight; she has a decade long career behind her with nearly 30 films and several awards including the National Film Award. 
 
Ranaut seems to have somewhat altered her strategy. She is choosing scripts where female protagonists lead such as Queen, <keyword id="1132893" type="UNKNOWN" weightage="20" keywordseo="Revolver-Rani">Revolver Rani</keyword> and Tanu Weds Manu Returns. Her brand equity has gone up as audiences see her capable of delivering a good solo performance and are ready to bet their weekend theatre budget on her. 
 
This is what exactly a brand needs from a celebrity endorser; capable of creating conversations and be a talk of the town. And Ranaut seems to have all this and more. 
 
Known for her psychotic roles (Fashion, Gangster, Raaz, Who Lamhe, Metro), Ranaut has had her share of success and failures. While Queen, <keyword id="3893" type="ENTERTAINMENT" weightage="20" keywordseo="Krrish">Krrish</keyword> 3, Tanu weds Manu, Once Upon A Time in Mumbai, Shootout At Wadala got a good response, others like Revolver Rani, I Love NY, Rascals and Double Dhamaal did not do well at the Box Office. 
 
Brands have mostly kept away from her barring a few such as Tanishq (in past), Levi's (in past), Emami (Boroplus), Lawman PG3, Himachal Pradesh Tourism, Myntra, Liva, Askme and others because of her inconsistent career graph. 
 
Well, it's a hard fact that she is no Deepika Padukone or <keyword id="6354850" type="PERSON" weightage="20" keywordseo="Katrina-Kaif">Katrina Kaif</keyword>, who are known and proven Brand Champions. However, after the recent success of Tanu weds Manu Returns, she has got into that league where brands will make a beeline for her? Will they bet large on this Himachal Pradesh girl? Let's see what experts have to say. 
 
Emerging or Non-Emerging 
Geetanjali Bhattacharji, CEO, Marketing Services Audit, Spatial Access, finds Ranaut as a winner but has apprehensions about her brand associations as her personality depicted via films has been that of a non-conformist. 
 
"She has clearly emerged as a winner to shoulder ROI of a film both with Tanu weds Manu returns and her past release being Queen. But it will take an intelligent marketer with spine and a highly creative agency partner to generate propositions with a celebrity like Kangana. Huge opportunities aree there but vey few organizations will put the brand proposition in an interesting context with this celebrity." 
 
However, Shailesh Kapoor, CEO, Ormax Media believes that Tanu Weds Manu Returns is bound to make advertisers and filmmakers look at Ranaut very differently. "Till before Queen, she did not have much notice-ability. Because of Queen, she got noticed for the first time as a serious contender to be a top heroine. But Tanu Weds Manu Returns is going to be a pan-India hit, including the mass centers. This will give Kangana the reach that she did not have earlier," he adds. 
 
Even Darshan M, Director, Spoment Ventures thinks that her value will keep on increasing because she is taking up lead roles, delivering in them and people are liking her. "People are getting opinionated about her and that too in a good sense." 
 
<keyword id="233839" type="PERSON" weightage="20" keywordseo="Sanjay-Shukla">Sanjay Shukla</keyword>, CEO, Percept One begs to differ; he says that she is a great actress, but not a brand endorser. "Previously she was doing very serious roles in movies like Gangster, Woh Lamhe, Raaz 2 and now she is taking up roles where she is like a free soul. She has played a twin personality, even though this is good adds to versatility but I am not how brands will look at it. People are definitely liking her, but she is yet to become a commercial star." 
 
Mass Appeal? 
Undoubtedly, Deepika Padukone and Katrina Kaif are brand champions in India. Both these actors are at the peak of their career, and they both command brands in their kitty and audiences at the theatre. Ranaut, on the other hand, is not yet there, but not that far off either. 
 
Bhattacharji points that brand endorsement is not her space and she clearly doesn't aspire to be there. "She addresses a niche. And intelligent investors (whether brand or producers) will optimize that niche instead of going mass." While Kapoor adds that this will depend on her releases in 2015-17. "Mass popularity takes time to build. Just one or two films cannot do that." 
 
However, Darshan M has a different point of view on this. He believes that Ranaut is natural and convincing, while with the other two there is a plastic and unreal attached to which the audience cannot relate. "Be it from a small or big town, a woman can relate to Ranuat but not Katrina because the latter is the perfect example of the Bollywood actresses who look good on screen but most of it is unreal. She has not become that eye candy or the arm candy, but is looking to lead from the front, which is liked by the people," adds Darshan. 
 
Cross Category Fit? 
It is true that Kangana Ranaut has had a very small list of brand endorsements, but experts believe that brands will be closely monitoring the success of Tanu weds Manu Returns and will be definitely considering her. 
 
While Kapoor believes that brands that want to communicate innovation, talent, women power and inner beauty will go for her, Bhattacharji points at radical fashion brands, unconventional jewellery designers, contraceptives, online players (challenger brands) will find her to be a better fit. 
 
Darshan M believes that Ranaut should not choose regular hair creams, but the ones which are quirky, unexpected, serious and reliable. 
 
Going Forward 
Now Ranaut is no Khan or Bachchan. And hence she will have to keep up to it. Audiences forgive a flop here and there, but they do not like consistency in this domain. Revolver Rani tanked massively at Box Office but Tanu weds Manu did not suffer from it. 
 
"In today's film scenario besides the Khans no actor can risk to be in that situation. She has proven herself time and again as a "Female Hero". The audience expectation will only soar high if not same for her upcoming movies. I think after <keyword id="3844" type="PERSON" weightage="20" keywordseo="Vidya-Balan">Vidya Balan</keyword> she is the only actress who has successfully delivered a film purely on her solo performance," Bhattacharji says. 
 
Today Ranaut is all over the social media, brand promotions and Page 3 and we hope to see her more on the screen, be it through her films or the brand ads that she would endorse.

Is Kangana Ranaut The New ‘Queen’ Of Brand Endorsement In India?

Mumbai (Maharashtra) [India], September 5 (ANI): Every year, Teacher's Day is celebrated on September 5. It's a day dedicated to teachers and the role they play in shaping their students' lives. The day commemorates the birth anniversary of scholar and Bharat Ratna recipient Dr Sarvepalli Radhakrishnan, who was born on this day in 1888. He was the first Vice President of the independent India (1952-1962). He was also the second President of India from 1962 to 1967. The bond that every student shares with their mentors is always special, as our teachers are the ones who show us the right direction. And when it comes to showcasing the student-teacher bond, Bollywood is no less. Over the years, several filmmakers have made films that beautifully showcased this bond. Take a look. 1. <keyword id="153248" type="General" weightage="20" keywordseo="super-30" source="Orion">Super 30</keyword> In 'Super 30' Hrithik Roshan played the role of Anand Kumar, a mathematician who mentors underprivileged students to help them crack the prestigious IIT entrance exams. Helmed by Vikas Bahl the film also starred Mrunal Thakur and Pankaj Tripathi and received positive responses from the audience. 2. <keyword id="6663651" type="General" weightage="20" keywordseo="taare-zameen-par" source="Orion">Taare Zameen Par</keyword> Talking about the student-teacher bond, how can we miss Aamir Khan's directorial film 'Taare Zameena Par'? It is the story of a dyslexic child and his art teacher who helps him overcome his learning difficulties. Released in the year 2007 the film received massive responses from the audience. 3. <keyword id="4227589" type="General" weightage="20" keywordseo="hichki" source="Orion">Hichki</keyword> Starring actor RMukerji in the lead roles, 'Hichki' explores her efforts to connect with her students and help them overcome their own challenges. Rani portrayed the role of a teacher with Tourette syndrome who takes on the challenge of teaching a class of underprivileged students. 4. <keyword id="6368377" type="General" weightage="20" keywordseo="black" source="Orion">Black</keyword> Helmed by Sanjay Leela Bhansali, the film starred Rani Mukerji and Amitabh Bachchan in the lead roles and received positive reviews from the critics as well as the audience. The film is about the relationship between a blind and deaf girl and her teacher, who helps her break the barriers of her disabilities. 5. <keyword id="15095" type="General" weightage="20" keywordseo="iqbal" source="Orion">Iqbal</keyword> 'Iqbal' is a heartwarming film that revolves around a deaf and mute aspiring cricketer and his mentor. The teacher role is played by Naseeruddin Shah, who guides him in pursuing his dreams of playing for the Indian cricket team. (ANI)

Teacher's Day Special: Bollywood films that showcase student-mentor bond

Mumbai: Govinda will be discharged from a hospital here on Friday, four days after the actor was injured in the leg when his revolver accidentally went off, his family said. The 60-year-old actor underwent a surgery on Tuesday and is recuperating at a private hospital. Sharing a health update with the reporters, Govinda's daughter <keyword id="23177614" type="General" weightage="20" keywordseo="Tina-Ahuja" source="keywords">Tina Ahuja</keyword> said, "He is better. He is getting discharged today." The actor's wife, Sunita Ahuja, also told reporters that Govinda has been advised to rest for at least six weeks. "He will be discharged today. I will bring him here but he will have difficulty to stand... He is fine and will start dancing again in a few days. Everyone has prayed for him and we have the blessings of Mata rani," she said. "At home, the doctor has told him to remain on bed rest for six weeks. So, we will not allow many people because he could get infected. So, he needs to res," she added. Govinda, known for films such as "Love 86", "Swarg", "Dulhe Raja" and "Partner", was injured in the leg on Tuesday after his revolver accidentally went off at his Mumbai residence when he was about to leave for the airport. While the local police have been conducting an investigation, the Mumbai crime branch has also initiated a parallel enquiry into the incident. No complaint has been lodged in the matter so far, police said. Dr Ramesh Agarwal, who tended to the actor after the accident, said the bullet hit him below his left knee and that he had got 8-10 stitches. Govinda, a favourite with audiences for his impeccable comic timing and dancing skills, later issued a statement informing his fans he is doing better. "With the blessings of my fans, my parents and god, I am doing better now. I was hit by a bullet, which has now been removed," the "Hero No 1" actor and a member of the Eknath Shinde-led <keyword id="19905334" type="General" weightage="20" keywordseo="Shiv-Sena" source="keywords" meta.keywordsubtype="org" meta.entityname="Shiv Sena" meta.hostid="153" meta.entityid="Shiv Sena">Shiv Sena</keyword> said in the audio message.

Govinda's revolver accident: Actor to be discharged today, says family

Mumbai, "Jawan", a pan-India film that is on a roll with its record-breaking box office collections, treated viewers to not just one but two Shah Rukh Khans on screen. Directed by Tamil filmmaker Atlee, the movie features the superstar in the role of Vikram Rathore and his son Azaad. Critics and audiences are praising the film for being an impressive blend of high-octane stunts and a politically charged narrative with a strong emotional core. Here are seven more films that feature Shah Rukh in dual roles: 1. "Karan Arjun" (1995) - The story revolves around the titular brothers, who are reincarnated years later to avenge their father's murder at the hands of their property-hungry uncle. Also starring Salman Khan in a dual avatar, "Karan Arjun" was directed by Rakesh Roshan. 2. "Duplicate" (1998) - In this movie, directed by Mahesh Bhatt, Shah Rukh stars as an aspiring chef Bablu, and Manu, a notorious gangster. The film did not do well at the box office. 3. "Paheli" (2005) - Shah Rukh plays Kishanlal and Prem in the film directed by Amol Palekar. A ghost called Prem takes Kishanlal's place at the latter's house and romances his wife Lachchi (Rani Mukerji) when Kishanlal goes away on a business trip. 4. "Don: The Chase Begins Again" (2006) - An updated version of 1978's "Don", originally starring Amitabh Bachchan, this action film saw Shah Rukh play Vijay, a common man aspiring to make it big in Mumbai. Vijay is sent on a secret mission to impersonate Don after government authorities discover he is a look-alike of the most-wanted international criminal. The actor reprised the titular character in its 2011 sequel "Don 2". 5. "Om Shanti Om" (2007) - Another reincarnation drama, but with an ode to the Hindi cinema of the 1970s and 1980s. Shah Rukh played Om Prakash Makhija, a junior film artist in the '70s era who dreams to become a superstar one day. Om is reincarnated as superstar Om Kapoor, who sets out to avenge the murder of the love of his life, actor Shantipriya. The Farah Khan directorial also marked the Bollywood debut of Deepika Padukone, who also starred in the dual roles of Shantipriya and Sandy. 6. "Ra.One" (2011) - It may have been dubbed as a failure at the box office, but this Anubhav Sinha-directed movie has gained cult status over the years. It starred Shah Rukh as Shekhar Subramanium, a game designer who designs G.One, the game's protagonist, to look like him. 7. "Fan" (2016) - In this experimental Maneesh Sharma film, Shah Rukh stars in the dual role of film star Aryan Khanna and his lookalike obsessive fan Gaurav Chandna.

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Is Kangana Ranaut The New ‘Queen’ Of Brand Endorsement In India?

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Teacher's Day Special: Bollywood films that showcase student-mentor bond

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Govinda's revolver accident: Actor to be discharged today, says family

PTI

Double Trouble: Shah Rukh Khan had played 2x in 7 films other than Jawan

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