Sanjay Dutt, the macho man of the entertainment industry, turns 60 today. With a long innings in Bollywood, Dutt has been a much loved face both for filmmakers as well as brands. His role of ‘Munna Bhai’ is one of the most popular characters of Bollywood till date. Sanju, a biopic made on Dutt’s life last year, was also much loved by the audience.
The actor is reportedly planning to unveil the teaser of his home production Prasthana soon. Though his last movie Kalank did not do that well in the market, with his commendable performance, Dutt perfectly managed to win the hearts of millions. According to brand experts, Dutt’s upcoming movie will also help him emerge as the new trustworthy face in the endorsement industry.
According to Anup Sharma, an independent brand and communications consultant, the Khalnayak actor might not be able to connect so much with Gen Z, but his 80s and 90s fans are still loyal to him.
Being a star kid, Sanjay Dutt entered the industry with an already high brand value. He got an amazing start and soon established his image as a young rebellion, said Sharma. When asked about Dutt's present brand value, Sharma said, “The new generation probably won't be able to connect with him directly. Maybe, he can treat his fans with appearances in some web series.”
Talking about Dutt’s troubled past, brand expert Rama K said the actor has been through are sensitive issues and that is why brands might fear to associate themselves with him.
“His biography Sanju has played a crucial role in his re-start. Because for the present generation, Sanjay Dutt is what they saw in the movie Sanju,” added Rama.
Despite his fluctuating brand value in the present market, Dutt’s fans have accepted him open-heartedly. Brand experts believe today audience evaluates actors on the basis of his/her work. So if his upcoming projects do well, Brand Sanju Baba will surely see a significant hike.