Power of a Common Man: Connecting with Consumers the SRK Way
By Koral Dasgupta,
Westland Books, 341 pages, $23
Koral Dasgupta starts with an open letter to Shah Rukh Khan and then uses theories of consumer behaviour to explain how he became one of the biggest brands of filmdom. The book discusses Khan’s arrival in the world of cinema, explores the making of the brand through endorsements, explains the reason behind the never-ending comparisons with the legendary Amitabh Bachchan, analyses the ranking of his contemporaries, defines his audience, investigates the cultural affiliations he brings to his body of work and dissects his image. Dasgupta decodes Khan’s business brain and articulates for students and professionals his innovation and creativity, challenging the perceived disconnect between education and entertainment.
