Why is Akshay Kumar the only Indian star on Forbes Highest Paid Celebrity List?

Being in the industry for more than 30 years, Akshay Kumar's brand value continues to increase by the day

by exchange4media Staff
Published - Jul 12, 2019 9:06 AM Updated: Jul 12, 2019 9:06 AM
Akshay Kumar Forbes List

Forbes highest-paid celebrity list is out and Akshay Kumar is the only Indian actor featured in the list. He is in the industry for more than 30 years but his brand value is increasing day by day.

Akshay Kumar began working as a waiter and cook, and today with $40.5 million (Rs 2.78 billion) to his name, he is ranked 33 in the global Forbes Top Highest-Paid 100 Celebrities 2019 list. Surpassing all three Khans, he has become the only Indian celebrity on the list.

According to Atul Mohan, "Akshay is undoubtedly in the top of the game right now or you can say enjoying the best phase of his career today. From being at a point when his films were not working and being on the verge of being written off he bounced back and how." Explaining why Kumar is a part of this prestigious list, Mohan said, "His working model is different from his counterparts. Where his competitors do 1 or max 2 films in a year and a half, Akshay does 2-3 or maybe 4 films at a time. He has also a unique business pattern where he makes sure that his producers also make money along with him and that's why everybody wants to be associated with him."

Apart from upfront fees to co-production and revenue sharing, he is involved in the entire process of filmmaking. He makes good money in all his films. Interestingly when you are a success at the BO you become the darling of the endorsement world and that is the reason that he has many brands in his kitty.

"The others in the Forbes list may be charging more than Kumar but they may be doing lesser work than him. That's why it's said that this Khiladi knows his game," added Mohan.

When asked if there is any possibility of Akshay’s brand diminishing, he said, "I don't see any fall in the brand value of AK in near future but only rise with some of the exciting films of his on the way."

Akshay made his debut in 1991 and was known as an action actor for a long time. In the initial years of his career, Akshay was the first choice of directors for athletic prowess than acting. However, today, he is a successful star and is known for his wonderful performances in all genre. He has perfectly made is a journey from From action hero to common man's hero.

His transition from being a 'masala film hero' to being a 'civic hero' makes him a darling of audience across all ages and cultures. One thing has not changed about Akshay Kumar is his brand credibility. People believe in him and any brand which is trusted will grow. He is very precise and disciplined, which is a good thing for any brand.

"Brand Akshay Kumar was built beyond his acting skills, through various associations for social causes. Films like Padman for example. He is seen closer to the current PM, which makes him more influential beyond Bollywood," says Tinu Cherian, Global PR lead and Corp Marketing for a Tech & IT company.

Talking about Akshay Kumar as a brand, Jagdeep Kapoor, CMD, Samsika Marketing Consultants, said that a brand is built in the minds and hearts of consumers. Akshay Kumar is a brand with clear core values and focussed positioning.

"He is a true performer. Whether as an action hero, comedy comes naturally to him, he can be serious on social issues, he can work with the top lady stars with equal comfort as with new lady actors where he makes them comfortable," added Kapoor.

Further, Kapoor said that there are various things that make Akshay stand out from the other Bollywood actors. He is a well-rounded personality, who has a disciplined lifestyle, a family man and above all a result-oriented performer. In some of his recent films, he is a ‘performer, reformer ‘. Grounded, down to earth, equally adept at ‘ aspirational roles and perspiration roles ‘. No wonder Akshay Kumar is the choice to be featured in the top list - the only one.

According to Kapoor, although he is one of the most popular actors, Kumar charges very less for endorsements. Kapoor opines that he should charge much more, maybe double for endorsements, because he is able to double brand sales and image.

The Khiladi of Bollywood has surprised the world with his choice of films and characters that he has taken up over the past few years. From playing characters that looked straight out of Mills & Boons novels to giving villains a run for their money with his daredevil action, or making the audience laugh with his comedic timing, Akshay Kumar has done it all. Even more remarkable is his transition to being a civic hero, which he doesn't just project through his films but also endorsements.

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