Aryan Khan starts ‘brandhood’ journey in adidas shoes: Can he go far?
SRK’s son will have to prove his own mettle before getting more brand deals and recognition in the industry, say experts
After staying away from Instagram for quite some time following the drug controversy, Shah Rukh Khan’s elder son Aryan Khan has come back to the platform and that too with a brand deal. He recently posted a photo series posing for adidas Originals NMD_V3 in collaboration with the brand.
View this post on Instagram
However, the collaboration raises an interesting question: despite being MIA from social media for quite a while and not actively working on any projects, how is Khan relevant for adidas?
Is the drug controversy finally over?
Last year, almost around the same time, the news was full of Aryan Khan’s arrest by the Narcotics Control Bureau for allegedly taking drugs to a cruise party. Though he got bail 20 days after his arrest and was given a clean chit in the case earlier this year, many wondered if he would be able to rise above this controversy and make a career for himself.
Seems like the answer has presented itself in the form of this brand association. As Brand-Nomics MD Viren Razdan says, “The controversy has gone long back and he came out clean. The buzz catapulted KhanJr into the limelight and it’s not negative at all.”
What makes Aryan Khan a good brand face?
Khan still is not actively working on any Bollywood projects, or modelling, or creating content. Yes, he has a sizable following of 2.1 million on Instagram but is that enough for him to be promoting a brand?
The industry attributes this association to the ‘star child craze’ among Indians.
A media veteran quips, “What popularity of kids like Taimur Ali Khan (Saif Ali Khan & Kareena Kapoor’s elder son) has taught us is that the nation is crazy about star kids. We don’t know if people would start following Aryan Khan’s style or take brand recommendations from him, but they do follow him. It is a bold move on the part of adidas to invest in him. They might be set to get an early mover’s advantage in this case.”
Grapes Executive Creative Director Priyank Narai agrees, “Whether we like it or not, India is a star-struck nation. And apart from our stars, we love our star children too. This has been one of the business models for Karan Johar. Even a country like the USA, which has such a large film industry, doesn't really see the emergence of star children too much. So, it seems like adidas is trying to leverage this star-child-loving phenomenon that our country has.”
Albeit, Khan will have to prove his own mettle before getting more brand deals and recognition in the industry. Razdan says, “Star kids have a headstart being endorsed by famous parents but how they cut the ice tells what their impact is going to be. AB & AB jr. Sunil and Rohan Gavaskar, Sachin and Arjun, they all might be born to recognition but have to earn their stripes. For Aryan Khan, it's the early stages of his ‘brandhood’. He is yet to have any public imagery. adidas’ early association with him is an investment but how it will build up will depend on how K jr. shapes up (his image) publicly. So far, we’ve not heard or seen him apart from Mop of Hair youngsters steaming out of airports and at parties.”
What kind of brands could partner with Aryan Khan?
Though Aryan Khan will take some time to create a space of his own in the industry and a lot will depend on his personal/professional aspirations, more brands could benefit from his social media clout.
Narain concludes, “Just like certain stars, like SRK or Amitabh Bachchan, who are used because of their star power, he too can be used for anything. But considering his age and his identity, perhaps fashion brands could use him well.”
