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Title: Bachchan: The evergreen star
Authors: Mythili, K 
Prabhu, Swasthik 
Keywords: Film industry;Social influencer;Bollywood
Issue Date: 2021
Publisher: Indian Institute of Management Bangalore
Series/Report no.: PGP_CCS_P21_278
Abstract: Even though Amitabh Bachchan has been moved to primarily act in the supported roles, he still has considerable portion of Top-of-Mind Awareness among the population. He stands just next to Shah Rukh Khan and Aamir Khan, who are mainstream lead actors in Bollywood. This also comes at the time when theatres are shut, and the audiences are consuming content through OTT platforms and are exposed to varieties of web series of different genres and languages. When it comes to the aided recall, Big B stands strong at Rank lleaving behind Shah Rukh Khan and Aamir Khan by a huge margin. When we look at the result, we can see that he has ranked 3 in the Top-of-Mind Awareness and ranked 1 in the aided recall. This is an indication that his popularity currently is slightly lesser than his counterparts, but he is still a very strong influencer, nonetheless. One of the reasons could be low on popularity is that his counterparts have a higher visibility due to their participation in other domains. For example, Shah Rukh Khan owning an IPL team and that gives him the extra visibility other than the mainstream Bollywood.
Appears in Collections:2021

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