Will ‘Super 30’ boost Brand Hrithik? 

Industry experts evaluate if ‘Super 30’ will enhance Hrithik Roshan’s brand value and his career 

Hrithik Roshan HRX

A Hrithik Roshan-starrer, mostly seen at an interval of a year or two, comes with its sense of anticipation for his fans and critics alike. And now it’s time for ‘Super 30’ that hits the big screens today two years after his last film Kaabil (2017).
 
The lack of visibility — relative to, for instance, the three Khans — coupled with the very public separation from his wife or his spat with Kangana Ranaut may tempt you to conclude that the Hrithik magic is on the wane. Fans of the 'Greek God' of Bollywood may disagree — and the brands that are riding on the star will certainly rubbish that perception.

Marketers in the know say Hrithik still commands a fee of between Rs 2 and Rs 3 crore per brand endorsement. While ‘Kaabil’ didn’t do quite well at the Box Office, Hrithik has his hopes set on this biopic. 

From Coco-Cola to Hero Honda, he has been the face of several brands in his 19-year-old career. He signed on for endorsement deals with Coca-Cola soon after his debut. In 2016, Duff & Phelps (global valuation & corporate finance advisor) estimated Hrithik’s brand value at $34.1 million. In 2018, Tata Motors signed up Hrithik as the brand ambassador for its sedan Tata Tigor. He has also been roped in as the brand ambassador of Donear, a suiting and shirting brand.

To connect with his fans, especially kids, the actor has come up with a Facebook group ‘Dance with Hrithik’ to encourage self-expression using various dance forms. 

In a statement, Roshan said, “Dance has always been something that I am really passionate about and something that’s very close to my heart. I think the power of dance when combined with the potential of social media can be a great enabler in connecting people and transcending obstacles like class, status and creed. ‘Dance with Hrithik’ is an initiative aimed at forming a more intrinsic connect with my fans and inspiring to follow their dancing passion.”

We asked industry experts if Hrithik’s latest flick will help the actor’s brand image to emerge stronger.

According to Atul Mohan, Film Trade Analyst, “Kaabil was a success at the Box Office. It was unfortunate that the film had to clash with ‘Raees’ and the business got divided for both the films. Hrithik is one of the top-most stars and has a huge fan base. Coming after a gap of two and half years, the film has been a longer than expected wait for his fans. But ‘Super 30’ will be worth the wait. The film has already got good to excellent reviews and it will convert to good openings and contribute to the success of the film.” 

Jagdeep Kapoor, Brand Expert and CMD, Samsika Marketing Consultants, said ‘Super 30’ will take Hrithik’s career to the next level. “Hrithik is an intelligent actor. A versatile performer. A fit body and mind with an upscale outlook are his attributes. In my opinion it will take Hrithik to the next level, which he deserves. He has a great brand value. This release will definitely enhance his brand value. It will take him to a different league, even higher than the high level he is at, presently.”

However, a highly placed source in the industry said with the entry of actors like Varun Dhawan, Ranveer Singh and Ranbir Kapoor, Hrithik’s brand value has taken a hit. “Now people want to invest in younger faces. ‘Super 30’ can be a hit but not sure if it will help the brand Hrithik. Thanks to his ugly spat with Kangana, people these days do not really trust the brands he associates with.”

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