Thu, 17 Jul 2014 12:15:00 GMT | By Monalisa Sengupta

Book review: Power Of A Common Man - Connecting With Consumers The SRK Way

Author Koral Dasgupta creates an effortless and entertaining treatise on consumer behaviour, branding and image creation as she picks anecdotes from SRK's journey from Delhi to Mumbai


Book review: Power Of A Common Man - Connecting With Consumers The SRK Way By Koral Dasgupta

Nothing sells like Bollywood, and if it has the Badshah Shah Rukh Khan playing the lead role, then you sure have a jackpot on hands. Koral Dasgupta’s latest, POWER OF A COMMON MAN - Connecting with Consumers the SRK Way, holds the promise of a blockbuster with Shah Rukh Khan being used as the case study to illustrate the complex idioms of marketing theories.

Koral creates an effortless and entertaining treatise on consumer behaviour, branding and image creation as she picks anecdotes from Shah Rukh Khan’s journey from Delhi to Mumbai, from being a small-time TV actor to a multi-entrepreneurial entity that he is today.

She chronicles the creation of brand Khan, and deliberates on what keeps it going for more than 20 years. And in the process, shares interesting insights into the varied brands that the actor has been associated with, from the up-scale Tag Heur, Hyundai, Pepsi campaigns to the controversial Lux Soap, Fair & Handsome advertisements.

The book also brings in an interesting perspective to SRK and his choice of films using marketing and consumer behaviour concepts like Ansoff Matrix, Innovation and process change – which makes for an inquisitive read even for non-marketing folks.

Her nuanced analysis of the Khan trio, their image and resultant movie choices make a good read for avid movie buffs as well. Koral also takes a stab at analysing the top-line movie trends from the pre-independence to post-independence era, and one wishes there were more chapters spent on elaborating these – perhaps that would make for her next book!

Overall, Power of the common Man is a fast read that will be a delight not only for marketing & advertising students, but also for all film aficionados. While die-hard SRK fans may not find anything new here, given that the man is dissected enough in media, Koral’s unique perspective is sure to spark a few debates and more.

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