Because Khans' have reputation as the Romance King, an action star, a perfectionist, and Khiladi Kumar while Emran had tag of ‘serial kisser’ it made him popular with the younger people, but this became tiresome after a while and isn't really a label an Indian audience would want to fawn over much. His reputation as a serial kisser also distracted the audience from his acting abilities.
What I mean big is by superstar like the Khans and Akshay. However, he was not even in top 10 actors and never saw him getting any awards despite acting so good.
When he had more time and prominence, he could have avoided taking on so many roles of the same kind in the Bhatt camp and instead would have sought out to be more varied.
I believe he is reasonably well-liked, his decision to get typecast in similar roles is the major reason for drop in his star status.
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