When Aamir Khan was replaced by Amitabh Bachchan to be face of Indian’s Tourism’s Atithi Devo Bhava campaign, there were many exploring the possible political motivations and ramifications. significant was the fact that India’s longest reigning superstar and arguably one of the most beloved Indians ever was chosen to replace Aamir Khan. A man aged 73 may not be a typical choice, but here he was the most obvious one; and not just because he has successfully led the Gujarat Tourism campaign. So what makes Bachchan the timeless star that he is; what is it that engenders such unwavering adulation from his adoring public?
Amitabh Bachchan and the art of reinvention
Our Beloved Angry Young Man
He started out as a nonentity looking for a break in films; being rejected for having a voice that was too deep, a frame that was too tall and a build too lanky. He however carved a niche for himself as India’s Angry Young Man at a time when Bollywood was peopled by romantic and tragic heroes. He went from being a successful cine star to a life threatening injury to a far less successful politician. When he made his comeback and tried to be the Angry Older Man he was met with only moderate success, so he reinvented himself. Playing a variety of roles he was now the mature man in love, now the irascible ghost, now friend, guide and confidant on a TV show. So it was that he repeatedly reinvented himself and retained his place in the hearts of a billion Indians over the decades.
He is the quintessential Indian
Speaks multiple languages
He was born in Allahabad and his father Late Shri Harivanshrai Bachchan was one India’s most popular poets; both facts he is demonstrably proud of. Along with his pride in tradition and heritage, he is also extremely well traveled, urbane and articulate; someone with a world view. The fact that he straddles several Indias with such effortless ease makes Indians of all ages, castes, classes and educational levels identify with him. His wisdom, quicksilver wit, an effortless and empathetic connection with his various audiences has given him a Pan-Indian appeal.
He can sell us anything
Mass appeal with no stereotype
Such is the universal appeal of this legend that he can sell us anything form headache balm to honey, to noodles, to chocolate, to pens to jewellery. Brands fall over themselves to be associated with him; a one man industry for whom nothing is impossible even at his age of 73. In a country that reveres and idolises its stars, he has been revered and idolised more than anyone else.
This is not just because he has done enjoyable, moving, memorable roles in his movies; it is quite simply because he is very, very good – at being Amitabh Bachchan.
Author: Reena Daruwalla
