Two years ago, I wrote about how Amitabh’s career is a mirror of India’s journey itself (https://www.passmetheremote.com/post/the-myth-of-amitabh-bachchan-is-all-pervasive-because-it-reflects-the-story-of-the-nation-itself). When the man resurrected his career with that stern image of the Principal in #Mohabattein, I thought that was the beginning of the end of a fabulous career. Today it is a whopping 22 years since then and the man is still going strong! Imagine this… Kareena Kapoor started her career in that same year 2000 with #Refugee opposite #AbhishekBacchan and today she is almost done playing the leading lady! Today, the towering superstar of Indian cinema turns 80 and is still donning makeup and rocking up for his shoots!
Much has been written about the brand life cycle and stages. We all know the four stages theory of a brand’s journey – Development, Introduction, Growth and Decline. When I analyze the Amitabh brand, I am inclined to think that the man epitomizes a very different model to look at a brand’s journey. I call this the eight-step model for long playing brands – Development, Introduction, Growth, Maturity, Resurrection, Reinvention, Saturation and Decline.
Much has been written about Amitabh’s struggle days – the development phase – how he was rejected by All India Radio in spite of his trademark baritone, how Mahmood provided him shelter in Mumbai and how he started out by lending his voice in #MrinalSen’s #BhuvanShome. Did you know incidentally that AB has sung in over 20 films?? His first salary was a paltry Rs 300, and he delivered a string of flops after his 1969 debut in #KhwajaAhmadAbbas’s #SaatHindustani. Along the way he did stand out in films like #Anand, #Guddi and #Sanjog (All in 1971) while exploring a funny side to his acting in 1972 with films like #BombaytoGoa, #Bawarchi ( as a commentator)and #GaramMasala.
The Introduction phase started in 1973 with #Zanjeer when he assumed the positioning of The Angry Young Man. The License permit Raj of post-independence India and the lack of opportunities led to a lot of angst, and this found resonance with his on-screen persona. Interestingly, movies like #Abhimaan and #NamakHaram continued to establish multiple facets of his acting prowess. Under the tutelage of #ManmohanDesai, AB found his place under the sun over the next few years as he rose to super stardom with movies like #Majboor (1974), #Deewar and #Sholay in 1975 and #AmarAkbarAnthony in 1977. In the hands of directors like #Hrishikeshda, he also came up with superb performances in #Mili (1975), #ChupkeChupke (1975) and #KabhieKabhie in 1976. And then came 1978 which I think was perhaps his finest year with hits like #Don, #Trishul and #MuqaddarkaSikander. Critical to this phase was a distinct positioning and consistent deliveries.
Brand AB moved into the Growth phase where he toppled the then reigning star #RajeshKhanna and consolidated his position with a string of hits where he combined the angst of the angry young man with some serious action, dramatic performances, and great pairings with other actors of his time like #ShashiKapoor and #RishiKapoor. Some of his finest performances were delivered in this era in movies like #TheGreatGambler, #GolMaal, #MrNatwarlal, #KaalaPathar, #Suhaag (All in 1979) and then #Shaan (1980) and even #Yaraana, #BarsaatKiEkRaat, #Naseeb, #Laawaris, #Silsila and #Kaalia in 1981. What stands out for me during this phase is the variety of roles without really departing from his space, outstanding partnerships with thespians like #SanjeevKumar, #VinodKhanna and character artistes like #Iftekaar as well as a firm reputation for being professional and committed. Legend has it that he had to eat almost 40 paans for the song #KhaikePaanBanaraswaala, so much so that had abrasions on his tongue the next day owing to the lime.
The Maturity phase was one when he powered his way into becoming a one-man industry. AB became the most bankable star and the hits like #Shakti and #SattePeSatta (1982), #Sharaabi (1984) and #Mard (1985) consolidated his position. Did you know that #Rakhee played his mother in #Shakti in 1982 exactly one year after playing his love interest in #BarsaaatkiEkRaat?!! The other women who have done this are #Nutan and #WaheedaRahman. In the 1982 film #DeshPremee, 38-year-old #SharmilaTagore played a 40-year-old Amitabh’s ailing mother. The same actress went on to play his wife in the 2005 film #Viruddh; she was 61 then to AB’s 63! Such facts led to creation of the myth around brand AB and made him invincible. Quizzers developed questions exclusively around him and facts like AB is ambidextrous or that his real surname was Srivastava and modified only because his father #HarivanshRaiBachchan took on the pen name of #Bachchan! #Sholay spawned yet another set of quizzes that answered AB’s last action in the movie (#flipping the coin), his last dialogue (#YehKahanibhiadhoorirehgayi) etc. to rule the circuit.
During this phase, AB moved into some roles that were a little dodgy and worked with south based directors. #AndhaKanoon and #Mahaan (1983), #AakhreeRasta (1986) were prime examples. Brand AB was moving into the tail end of his maturity phase and the wrinkles and creaks started showing. 1983 also saw the famous accident on the sets of #Coolie with #PunitIssar that almost claimed his life and left an entire nation praying for him. The aftermath of the accident left him scarred with a sub-optimal liver and a rare affliction #MyastheniaGravis. The period 1987 to 1990 saw a string of ordinary movies like #Jalwa (1987), #Sahanshah (1988), #Toofan, #Jaadugar, #MainAzaadHoon all in 1989. Critics like to think of his role as Azaad in #MainAzaadHoon as a standout performance. 1990 saw #Agneepath and 1991 saw #Hum released to spectacular success. #Agneepath gave him the National Award for best performance. This is what I term his first attempt at resurrection. This period was short-lived and was followed up with movies like #KhudaGawah, #Insaniyat, #MajorSaab and #Lalbadshah. Then came the year 2000 and AB completely revamped his screen persona with a new avatar – the strict disciplinarian with golden values. I believe the later years saw him take on roles with variations on this theme and turning himself into a staunch pillar of traditional values which would take a lot of gumption in the modern-day hero to stand up against.
This reinvention phase saw AB extending the runway for his career with hits like #KabhiKhushiKabhiGam in 2001, #Aankhein in 2002, #Baghbaan in 2003and #Khakee in 2004. The brand realized that it wouldn’t sustain on his own steam and nor on the back of collaborative partnerships; instead, the focus shifted to a confrontation against younger hot-blooded heroes where the protagonists where not really black or white – the focus was on a clash of values. People resonated with this given the brain drain, empty nesters, nuclear families and lack of engagement opportunities for the elders. India had moved ahead, and the emphasis had shifted from material well-being to mental well-being. Bachchan on his part lived up to his part as the mentor, the man who had seen failure first-hand and was in the best position to extend a helping hand for the common man. His failure in politics and the subsequent collapse of his ABCL venture made him more human and relatable. His reincarnation as the host of #KaunBanegaCrorepati made him the elder brother and strengthened his image as the reliable and dependable relative who you could turn to for help.
AB experimented with variations around this theme, and this led to roles like #Black (2005), #KabhiAlvidaNaKehna (2016), #Nishabd and #ChenniKum (2017). He also played the godfather in the #Sarkar trilogy. It was time for brand AB to move into the saturation phase and this led to him exploring facets of his talent that remained dormant. I think this is the stage at which he let go of any concerns around risk and led to films like #Paa, #BudhaHogateraBaap, #TheGreatGatsby, #Samitabh and #Piku between 2009 and 2015. One cannot forget that singular guest appearance as the passenger in English Vinglish starring #Sridevi. This phase also saw him play some roles that brought back the angst and anger but in a new form where he played the orchestrator of revenge and retribution but channelized it through younger characters. #Pink (2016), #Badla (2019), #Chehre (2021) and #Runway34 (2022) stood out. Along the way, he united with his yesteryear co-star the late #RishiKapoor in #102NotOut in 2018 and also played a maverick old man in #GulaboSitabo in 2020. AB is not done yet. 2022 also saw the release of #Goodbye with newbie #RashmikaMandanna. He still has a pipeline of movies into the next three years at various stages of production. This phase saw him evolve into a mature and sophisticated brand that had currency across all age groups.
AB’s twitter posts have come into focus for various reasons at various points of time. His relationship with #Rekha, his love for expensive watches and sunglasses has all been the topic for discussion. What keeps his brand going is the expedient manner in which it has reinvented itself and done things to keep itself relevant. His brand sponsorships continue to remain valuable, and his international recall is amazing.
A career spanning 53 years is not just extraordinary; it is stratospheric, and the impact will be felt for decades to come. AB at 80 is a super brand and a phenomenon. He has seen success and failure; he has experimented, and he has diversified. He has played to his strengths, and he has pivoted to new waters. All through he remains steadfast to his craft and a true torch bearer of the industry. I read somewhere that he has done the most double roles in the industry; I do not know whether that is right but what I do know and admire is that he remains my childhood hero and that will never change. When it comes to the secret question to unlock passwords when they ask me “Who is your favorite superstar?”, I cannot but answer “AB”!
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