A generation has grown up on a staple diet of Amitabh Bachchan’s blockbusters and one would have expected him to gracefully fade away as one of Bollywood’s mega phenomena. But no, Big B’s appeal remains intact, if not more, with the Gen-Next as well.
He still delivers at the Box Office with hits like ‘Black’, ‘Bunty aur Babli’, and ‘Sarkar’, carries shows like ‘KBC’ and ‘KBC2’ on his venerable shoulders, gives hunky models more than half his age a run for their money and still inspires awe and adulation among innumerable fans.
October 11 will mark not just the peak of Durga Puja and Dussehra festivities, but also the beloved mega star’s 63rd birthday, an occasion that no marketer, TV channel, brand and, of course, fans would like to miss.
Channels have already woven programmes around Big B’s birthday, focussing on his already widely covered reel and real lives. Though not all such special initiatives have delivered in terms of numbers, it has not dithered TV channels to roll out more such programmes.
STAR Gold has lined up a special programme to mark Bachchan’s birthday on October 11. Called ‘Kaash Main Amitabh Bachchan Hota’ (Wish I was Amitabh Bachchan), the programme promises to unveil hitherto unknown aspects of the actor’s life – his home, his vehicles, his passions, his favourite meals, his likes and dislikes and a lot more.
The Jabardast Janamdin Special on the channel aims to bring the viewers closer to Bachchan than ever before. There is of course the inevitable Big B movie festival beginning on October 10 night and continuing throughout the next day as well. Fans will be treated to several of Bachchan’s hit movies – old and new – like ‘Khakee’, ‘Bade Miyan Chhotey Miyan’, ‘Parvarish’ and ‘Mrityudaata’.
What’s more, there is even a Jabardast Janamdin Contest for viewers as well as the usual online contest.
STAR Gold has also tied up with confectionery brand Monginis, where customers who share their birthday with Bachchan will get 33 per cent off on cakes ordered for October 11 at each Monginis outlet. That’s not all, the channel has also set up a greeting wall at Fame multiplexes in Andheri, Malad, Kandivali and Nasik. Bachchan’s fans can write down their birthday wishes on the greeting wall and also wish him through entry forms placed at the multiplexes.
Elaborating on the marketing activities, Ajay Vidyasagar, Executive Vice-President, Marketing, STAR India, said, “STAR Gold has customised giant greeting cards that office goers can sign to wish the star on his birthday, without having to step out of their offices. The cards will then be delivered to Bachchan himself on his birthday. That’s not all, one lucky fan will get the chance to meet the actor.”
But hasn’t a fatigue level set in the viewers’ mind, seeing Bachchan and his films on most channels? Vidyasagar rather diplomatically tells us of the success Bachchan has created with ‘KBC’ and ‘KBC2’.
The Jabardast Janamdin Special doesn’t end with Bachchan. The next star birthday is that of Shah Rukh Khan. The highlight of his birthday will be the television premiere of the much-acclaimed documentaries on his life – ‘The Inner World of Shah Rukh Khan’ and ‘The Outer World of Shah Rukh Khan.’