5 Qualities That Set Aamir Khan Apart

Aamir Khan has been variously dubbed by the media as ‘Mr. Perfectionist’ and ‘The Man With The Golden Touch’. The Bollywood actor-producer-director is known to make sure that his films get made in the best possible manner and in a way in which they appeal to the target audience.

Aamir’s track record in the last three years is enough to prove this point. When director Rajkumar Hirani approached Aamir for 3 Idiots, in which the actor was required to essay a character 20 years younger than him, Aamir took many days to decide if he wanted to do the role. Finally, he went with the director’s gut instinct. But not before he did everything that he could to look like the college-going boy, Rancho.

Yes, while shooting for 3 Idiots at IIM Ahmedabad, Aamir made it a practice to play badminton every time before shooting so that his face would look flushed and younger. When the audience accepted Raju’s film and Aamir’s likeable character with open arms, making 3 Idiots the biggest blockbuster in Bollywood history, Aamir’s conviction and efforts paid off.

So why does Aamir think twice before choosing to do a film? Why does he take the extra effort to edit and re-edit his own productions? How has he achieved the high success rate with his films and maintained his status as the intelligent viewer’s hero even after doing so few films? Here’s a lowdown…

#5 Aamir Khan’s Single-Minded Dedication

When Aamir finally decided to make his television debut, many years after his contemporaries like Shah Rukh Khan and Salman Khan, with an issue based show – called Satyamev Jayate – Aamir made sure that he co-produced the show so that he would have creative control over it. Not just that, the actor also personally toured many remote parts of India talking to people about their problems, ensuring that these stories were told in his show.

So much is Aamir focused on the TV show that he did not think twice about postponing two releases in order to devote his full energy for the show. Which other Bollywood star would do such a thing?

To be sure, Aamir’s film producers are confident that the actor will give his single-minded attention to their films when he is done with the TV show. Hence, they readily agreed. Aamir’s focus to one thing at a time is very unlike many other Bollywood actors who juggle not just multiple projects at once but also keep themselves busy in handling different business ventures and charities.

#4 Aamir Khan’s Impeccable Judgment

When newbie director Abhinay Deo locked the final edit of the Hinglish film, Delhi Belly, Aamir wasn’t very happy. The fact that the film had content, the kind of which had never been seen in Indian films for the longest time, made the producer nervous. But instead of going with the director’s edit, Aamir put the film on hold for the longest time. Because he knew what the film could be, if it was edited the way he thought it should be.

But instead of firing the director and taking on the reigns himself, Aamir took his team into confidence and asked them to rework the film, as he paid his attention to releasing his two other home productions, Peepli Live and Dhobi Ghat. When Aamir finally got around to Delhi Belly, he made sure that it turned out to be a project that would click with the target audience.

#3 Aamir Khan’s Marketing Genius

So how did Aamir make Delhi Belly, a film with hundreds of four-lettered words and no big star cast to speak of, into an overnight sensation? Marketing. What Aamir did with Delhi Belly almost makes for a case study in movie promotions.

Realizing that there was little meat that he could show in the TV promos of Delhi Belly – as TV promos in India have to be U or UA certified – Aamir thought up a brilliant strategy – music. Aamir went ahead and included as many as six songs in what was basically a song-less, two-hour movie. Along with maverick music director Ram Sampath and lyricist Amitabh Bhattacharya, Aamir create DK Bose, a song that almost became the Indian youth’s national anthem.

One cannot forget that the lyrics of DK Bose referred to one of the most-commonly used expletives in the Hindi language. So how did Aamir really convince the audience – youth and otherwise – to come and watch an expletive-laden film?

#2 Aamir Khan’s Don’t Lie To The Viewer Attitude

We all know that advertising, for the most part, is lying. But when Aamir realized that he was producing and releasing the kinds of films – Peepli Live, Delhi Belly and Dhobi Ghat – which did not have the elements of a typical Aamir Khan film, the actor made sure that he told the public the truth. He did not, like the rest of the industry, go ahead and promote the film brazenly anyway.

With Delhi Belly, he released an almost apologetic, but humorous, promo of how the film contained abusive language and references to sex. For Peepli Live, he used a promo to criticize himself as a producer who was making a film which would not be accepted by the audience. And during the promotions of Dhobi Ghat, in which Aamir acted as well, he made sure that the moviegoer did not come into the theatres expecting a masala Bollywood entertainer.

One way or the other, he made sure that his fans knew what to expect, so that they did not feel cheated when they saw the films. If it takes guts to make unconventional films, it takes even more to market them as they are.

#1 Aamir Khan Knows His Audience

This is legendary. When Aamir is in a script session, which usually goes on for many hours at a time, he is known to react to the script like a lay viewer would – he laughs and cries, applauds and raises his brows in a question – just like the average Indian spectator would. He reacts to the script. And he agrees to do a film only when he knows that his fans would love it too, and not just because he likes a meaty role or because he is partial to a certain producer.

This is the star-actor’s biggest asset; he might be a celebrity, but he does not forget who watches his films.

So, when people complain that Aamir does too few films, and that when he does them, he ‘interferes’ and takes a lot of time and effort, they must appreciate the fact that it is his single-minded focus that has stood him in good stead over the years. And we hope that that is something Aamir Khan will not let go of for the years to come.

http://www.koimoi.com/bollywood-news/5-qualities-that-set-aamir-khan-apart/

28 Comments

  1. aman said:

    Well, when producers sign Aamir for a movie, they are aware that they are not only signing a brilliant actor but also a master marketing guru. In the sense that they know Aamir will be greatly involved in the whole process of making and releasing the movie and the final product will be cherished by the audience.

  2. Jasp the Wasp said:

    aman I know you have a huge soft spot for Aamir (read you are Aamir fanatic :P) and even I like Aamir’s work but Aamir isn’t an exceptional actor. He’s an exceptional script-chooser, and there’s a difference in those two terms.

    • aman said:

      There’s also a difference between the term that I have used (‘brilliant’) and the term you are using (‘exceptional’). Agreed he is an exceptional script-chooser but he is also THE BEST actor among the khans and among many other pretenders. Period. And also one the few rare actors who get critical as well as box office success.

  3. Alfa.one said:

    He is an excellent script chooser and nothing beyond that. There are many actors who can perform the same act like him. Also forget marketing genius or so…! Whole world have seen what marketing is recently. Doing hair cuts or selling tickets at the cinema windows cannot be called genius act, its just bloody cheap gimmicks !

  4. Alfa.one said:

    @KM – Abhishek Bachchan has given the certificate. Great !

    If Dilip Kumar was fit to act he would have tried to catch or meet the standard set by Aamir.

  5. Rahul said:

    LOL when did aamir became a brilliant actor , he is just okay, only his movies are good and that too from bollywood standards

  6. Jasp the Wasp said:

    @Alfa

    I think you are referring to Ghajini promotions.

    Yes, the Ghajini promotions were really generic. Much like Ra.ONe, quantity rather than quality. Though it had its effect, but I was disappointed.

    3 Idiots had a more interesting marketing. Talaash is already having nail-biting thriller marketing, what with numerous delays, script leaks, “interferences” etc. :D Most of which is false, btw.

  7. Alfa.one said:

    @JTW – yes i was referring to Ghajini promotions, additionally he took the platform of a brand SRK by releasing the posters with RNBDJ which was shot down immediately by letting him know that he needed support of that brand to promote his film. The film itself was nothing but the rape of movie memento. As far as the movie is concerned, imagine, a person is killing so many people and police is sleeping. In this era of pistols and revolvers, guys are using swords, chains, rods and knives ??

    As far as marketing of 3 I is concerned, so many bullshit press conferences, bringing in Chetan Bhagat’s controversy, going in hiding to Dada ke ghar, Maa ke aangan, spending night at Chanderi village giving them hope to revive the saari industry of poor (falsely). As far as the movie is concerned, it was out and out Hirani and Omi vaidya’s show. This guy took all the credit for it ! P

    Ra 1 marketing was going on very nicely but he overdid it which misfired though before the release of the film it was touted as never seen before type of marketing. This also lead to negative marketing like the people who have not seen the movie also started critisising it through net and even at cinema halls. Yes the film was bad, no doubt but got bad trending due to negative marketing !

  8. Jasp the Wasp said:

    Please, Ra.One’s marketing was in-your-face. You throw a stone in any direction and you would hit something related to Ra.One. It was huge overkill, irritating to say the least. Had he spread the promotions more internationally, then effect would have been less and overseas revenue could have been increased.

    Ghajini was a bad film that relied on its marketing to get it through. 3 Idiots had innovation IMO, and do you have any source to say he “falsely” revived hopes? Because that doesn’t sound like Aamir at all.

  9. Alfa.one said:

    JTW, Yes, You have put correctly about Ra1 marketing, I could not found the correct words about it which you have rightly pointed out. About Chanderi, I will try to locate the article telling what I wrote !

  10. Talaash said:

    @JTW – ” Ghajini was a bad film that relied on its marketing..” I beg to differ here.. After ghajini many movies hav broke d opening record og Ghajini but out of dem hw many hav crossed it’s lifetime ??? Even today movies are failing to cross ghajini dat sums it all… If only marketing did d trick den Ra one, MNIK or a TmK would hav grossed a min of 300cr :P Give due wer it is required… Just dat u did not like a Ghajini, BG or Ready does not mean everyone hated it :P Hw can a hated movies do 115 cr in 2008 wen a movie with decent WOM only collects just 5-7 cr more after 3 years… You or I may not like BG movie but still it collected 140cr ?? The reason is simple , it was liked by many.. So give ur opinion but don’t generalise..

  11. aman said:

    When an actor puts in a good performance in a good film, there’s a perception that his acting was overrated. But when a guy puts in an average performance in a mediocre film, his acting is praised to the skies.

    Similar is the case with films. If a good film does great business it is termed as overrated. But if a good film does mediocre business then it is considered as a cult film or an absolute gem.

  12. Serenzy said:

    @aman
    good points man!!

    @sneha
    agree wid u.

    @alfa.one
    ur cmments on marketing/promotion aspects wrt SRK & Aamir r laughable and biased to d core.

    @jaspu

    aamir is a gem of a marketing person…His film making skills & talent are high standards and cannot be touched by anyone currntly.

    For dose doubting Aamir’s talent go watch his superb performances in the 90′s.

    Ajay Devgn is d only Star in the Big 6 who is on d same level as Aamir as far as Acting Talent is concerned.

    Aamir is a highly talented actor and d Best ‘Complete’ Filmmaker.

    Ghajini was a Superb film(and startd d Huge comeback trend of Masala Movies).

    Just see the Spectacular CV of Aamir post-2000.

    Lagaan
    Fanaa
    Ghajini
    3 Idiots
    Taare Zameen Par
    JTYJN
    Delhi Belly
    Dhobi Ghat

    Truly mind blowingly awesome…Point to note, evry film workd at the BO also(except DG maybe).

  13. Serenzy said:

    Peepli LIVE & Rang De Basanti r two movies i did not like one bit but even dey are BO successes & highly acclaimed.

    Mangal Pandey was a serious mis-step aftr Lagaan but even dat got a Huge opening though it failed later.

    Mela is d only film in last 12 years vich is a serious black spot but even dat was more for Faisal…And d movie itself is so Bad dat its Actually Good and can b enjoyd wid a gang of frnds(like Gunda,Tees Maar Khan)

  14. Serenzy said:

    Oh dear Lord….

    FUCK ME…Fuck me…Fuck me!!!!!

    How cud i even fail to mention ‘Dil Chahta Hain’ in my earlier comment!!!

  15. Fearlesssoul said:

    God is not human to fuck you, Just say RR trailer is pathetic, all akki fans will Fuck you – together :P

  16. Serenzy said:

    @ FS bhai

    havent seen d trailer yet,…Its being taken down by UTV evrywhere.

    Its one f my highly anticipated movies!!

  17. aryan29 said:

    @Serenzy

    FUCK YOU…Fuck you…Fuck you!!!!! :D

    How cud u even fail to mention ‘Dil Chahta Hain’ in your earlier comment!!! :P

    From,

    LORD.

    :lol:

  18. Serenzy said:

    @aryan

    hahaha…
    frm wen did my rockstar take d place of d almighty LORD himself,.
    :)

    @fs bhai

    its not coming in my profile…I will wait for official release.

  19. aryan29 said:

    @Serenzy That was from the lord ;) i was just the messenger :P

    On a serious note good to see you back. how you have been? hope you are were exams were great and all.

    looking forward to chat with you soon :)

  20. aryan29 said:

    @Serenzy That was from the lord ;) i was just the messenger :P

    On a serious note good to see you back. how you have been? hope your exams were great and all.

    looking forward to chat with you soon :)

  21. Serenzy said:

    @aryan

    yeah man….Bak for a while before hf2 to c how d reactions are,how d buzz is and all….Will b bak full time frm june onwards for sure.

    Avoiding SB for d moment coz its damn addictive to me and i cant focus back on life once i am der chatting wid u guys… :)

    On d verge of submissions now at collg so dont have collg regularly dese days.
    Exams in May(during ishaqzaade release) and ending in June(Rowdy Rathore 2nd week).

    aftr dat again a full time re-entry on NG/SB.

    And of coz, ETT bhi to hain(my 4th most awaited f d year)….Waiting wid my claws open to Rip it apart(though i dont think Kabir will dissapoint and sal-kat luking Fab in pics aftr chutya Yuvraaj).

    :P :D

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