Click to play videoMumbai: Bollywood is ruled by boys in their 40s. Be it good looks, varied get-ups, different hairdos or getting that perfectly chiseled physique - Aamir, Shah Rukh and Akshay can give any 20-year-old a run for their money.
Starting with King Khan. Over the years Shah Rukh Khan has ensured that Brand SRK is mightier than any film he stars in - be it the realistic Chak De, over the top Om Shanti Om or the feel good Rab Ne Bana Di Jodi - its story and the rest of the cast and crew becomes secondary to the star himself.
Shah Rukh's home production Om Shanti Om was one of the first films which started the trend of being sold for an exorbitant amount in 2007. Distributors are willing to shell out the moolah because they know that with the SRK marketing mantra by their side - no deal is too risky,
“I think it's a good strategy. You take the biggest brand in the country that is SRK and then use that platform to publicise yourself. I think Aamir rocks. The problem is that I cannot use another brand because there is no one bigger than me,” he said.
We don't know if the perfectionist agrees with that but Aamir is someone who learnt to be media savvy a little late in the day.
Till as late as 2006, Aamir Khan thought it was best to keep off the press and let his films do the talking. Though Rab Ne Bana Di Jodi and Fanaa were hits.
Aamir shifted gears when he returned as producer with Taare Zameen Par and Jaane Tu Ya Jaane Na and with Ghajini being sold for a record Rs 90 crore the stakes were high and Aamir's media exposure higher
"When I am promoting a film I like to be honest with it. So be it Jaane Tu Ya Jaane Na, TZP or Ghajini - it's imp to be honest to the audience,” says Aamir.
And here's someone who may not market himself or his films as aggressively - but is still topping Bollywood's popularity charts
He may not be as media savvy as the two Khans but this Khiladi No.1 almost never fails to keep thing box office cash registers ringing.
2008 ended with reports of Akshay Kumar having signed a mind boggling Rs 70 crore one film deal and as the news of the launch of his own production house seems to suggest that Akshay can still beat the Khans at their own game.
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