Shah Rukh Khan on India shining

A couple of years ago, an international news report suggested that 3.2 billion people across the world knew about the Badshah of Bollywood, Shah Rukh Khan as compared to 2.7 billion who knew about Tom Cruise.

Never mind the fact that India has the second largest population in the world, but the fact —as Khan pointed out at that time —was that Cruise still made more money thanks to Hollywood’s marketing and pricing power.

But SRK didn’t have to wait long for things to change. Whether the Americans acknowledge it or not, there is now a global audience that is thrilled with our movies.

Bollywood may not be making the kind of money Hollywood makes, but our movies, are selling more tickets around the globe. And eyeballs count because it amounts to a certain measure of clout.

No wonder that Bollywood, feel experts, is likely to be the most prominent example of an international phenomenon that has the power and numbers to trump the ego of Hollywood. With his charismatic image and romantic demeanour, SRK certainly brought about a breath of fresh air to Indian cinema that’s been constantly evolving to fit new market conditions. He is the perfect metaphor of Indian cinema’s modern fluidity which hopes to make a film that has an undeniable worldwide impact.

Although there have been many books written about Indian cinema, Anupama Chopra’s King of Bollywood: Shah Rukh Khan and the Seductive World of Indian Cinema is one of the first Bollywood books picked up by a major American publishing house.

He is the first star to have two wax statues, one in the prestigious Madame Tussauds and the other in France. He has many global campaigns in his kitty, his stage shows are as popular as his movies and his fan following spans countries as far as Germany, France, Poland and South Africa, besides UK. People, the world is waking up to Bollywood, and one of its leading stars and his movies, which has now distinctly assumed a global appeal. In a candid chat with BT, King Khan discusses the bright spark called Bollywood and shares his vision of a Global Bollywood.

As Bollywood’s ambassador abroad, do you really feel we are shining in the world map? Are we being over enthusiastic about Bollywood going global?

Why not? There’s nothing wrong about celebrating our achievements, irrespective of the measure. We have a reason to celebrate in what we believe. I feel proud to see Bollywood stepping into the global world. So far, we have done very well. But we are not the leading light. We have lit a spark. But I am sure in another five to six years we will get brighter.

And how do we do that?

We will have to look at the bigger picture. It’s like starting a business. We have to take great chances and give unselfishly, expecting very little in the beginning.

Do we really need to be on par with Hollywood to ‘be there’?

In terms of business, yes. We should be strong in the business side globally. We can adapt to and adopt their business methodology.

Do you get mobbed in the streets of New York or LA?

I always have my bodyguard guard by my side (laughs). Honestly, if I am invited to a public function, it gets difficult, but when I am on my own, like visiting a store unannounced, or to shop, I am not mobbed. But yes, I cannot walk down the streets in Germany, France, South Africa, as the locals out there watch our films. They are crazy about our stars. In fact, a few days ago,in Chechnya a local couple came upto me and said they love Bollywood films. The growing love and adulation is beautiful.

How much has Bollywood contributed to the India Shining movement?

We are packaging our product well. Wherever a country is taking its first giant step forward, and the economy is making a headway, the first thing that gets noticed prominently is the film industry. Bollywood is getting noticed worldwide because Indian films are a cultural package. They are the reflection of the country’s growth right now. The India Shining movement has certainly opened up great avenues for all sectors, including fashion, films and others.

Do you agree that we make too much out of Hollywood celebrity visits to India?

Nothing wrong in getting excited. They are also achievers and wonderful people. See, if we are to take over the world, we will have to make that kind of business first. Hollywood has done that, so it’s but natural that they have a wider reach than us, and people know them. We are not the central focus right now. Why, look at the Great Khali! We are not going places because he is an Indian. We are doing so because he has achieved that status. I am sure that Aamir Khan will soon be treated in that respect in their country.

Why do you think you are the most popular Bollywood star abroad? Is it your charm, demeanour, luck or your marketing skills?

I don’t know... It could be all of those. I personally feel I am at the right place at the right time. I am part of India’s giant leap forward. I am just being carried away.

And how do you use your popularity to further the ‘Bollywood Shining’ cause?

Everyone knows me as a film star from India. So, when I am called upon anywhere internationally, I make a point to project a respectable, warm, progressive and educated image of my country. I make sure that my country is looked at in the right way. I am a responsible spokesperson, and an ambassador of my country in this regard.

What’s your vision of a global Bollywood?

I think we must adopt the marketing technology of the West; and I don’t mean PR. The market is huge and the strategy is bigger. We should utilise that knowledge and package ourselves with our essence. I mean, our films should dress up in way that when someone sees them, they are able to relate to the language. There has to be a universal appeal to that dressing. And yes, we must work on our screenplay. That’s a weak area and needs attention for a global appeal.

Is there a major difference between Hollywood and Bollywood stars?

Things are changing. As professionals, we are equal and given our dues as per our market. Only difference is that Indian stars are given iconic status
and are loved with much passion whereas out there, people believe that their stars are doing a job and a good one at that.

Which Hollywood actor or actress would you want to work with in a Bollywood film?

I want to work with directors like Steven Spielberg, James Cameron and Peter Mayer. And not necessarily in Hollywood films. But I want my films to be distributed and marketed Hollywood-style. There were many offers, but none excited me. I want to do something like Slumdog Millionaire. I’m good. So whoever works with me will be good too.