Decoding Brand SRK

Koral Dasgupta is an academic, management consultant and content editor. She is also a freelance painter, specialising in Indian mythology and the Madhubani style. But today Dasgupta is in the limelight for her book, Power of a Common Man: Connecting with Consumers the SRK Way. It is a book that draws a parallel between consumerism/consumer behaviour and brand Shah Rukh Khan.

Dasgupta's book has been appreciated and received well not just in India but also abroad, especially in the Middle East which has a sizeable Indian population and where the name Shah Rukh Khan brings forth frissons of excitement.

"Known for a hugely successful marketing talent, every Bollywood-enthusiast across the globe connects to him in his or her own way," says Dasgupta. "The best marketer is one who understands the psyche of his consumers and leaves his signature there. My book is an effort to academically decode the actor's business brain.''
Koral Dasgupta explains her unique module in detail:

What prompted the book?
I wanted to give my students an alternative to the taxing academic texts; I also wanted to explain the subject to some people who are dear to me but not necessarily marketing practitioners. Third, being an SRK loyalist all through my growing up years, I wanted to give something unique to the actor.

In the process of writing the book did you have to interact with SRK? What kind of groundwork went into writing this book?
No, I did not interact with Khan. An interaction would have brought some bias in the book. There was enough material in the media and I must have spoken to 2000 people (both SRK fans and detractors); I conducted unofficial interviews or just asked them to tell me what comes to the their minds when I say Mannat, DDLJ, Karan Johar, Kajol, Romance in Bollywood films, King of Bollywood etc. All these are closely related to SRK and made the respondents refer to him consciously or subconsciously, helping me read their minds so to speak. This exercise brought out a lot of insight on SRK that has not been written down before.

Linking consumer behaviour to the SRK brand is a very unique idea. Did you choose SRK to tell your concept, knowing that enough ears will perk up with the mere mention of SRK?
Yes, but that's not the only reason. My idea was to teach an academic subject through objects of interest. SRK was my interest and I have followed his work very closely. I have known the brand in and out, so much so that at times I feel I can predict his moves. I can also guess his flaws and limitations. Hence it was easier for me to express myself through brand SRK. I hope " if my work can generate enough interest " someday someone will write a leadership book on Sachin Tendulkar and the book will find place among other works of Organisational Behaviour studies.

Consumer preferences often change. How do you think the SRK brand remains bankable?
SRK too is transient. If you dig out his filmography you will realise how the content of his films and his portrayal of the characters have changed with time. Also, he keeps himself updated with latest technology, earns from multiple sources, and remains in touch with his consumers with the brilliance of his wit and oratory. His fans are emotional about his brand today. They don't necessarily react to the content he offers through his films; they react directly to Shah Rukh Khan. It is important for them to see SRK on top. This is what keeps the actor bankable.

You are propagating a management theory using SRK as the core. How exactly do you think it will reach better to your target readers?