When golf superstar Tiger Woods lost his General Motors endorsement deal earlier this year, it proved even celebrities were not immune to th...
When golf superstar Tiger Woods lost his General Motors endorsement deal earlier this year, it proved even celebrities were not immune to the global recession. And it seems the latest to feel the pinch is Bollywood leading man Saif Ali Khan.In an exclusive interview with Emirates Business prior to tonight's appearance at the It's Mirchi club night at Dubai's Ramee Royal Hotel, the top Indian actor – coincidentally a brand ambassador for GM's flagship Chevrolet – confirms that he is in negotiations with his endorsement partners and a salary cut may be on the agenda.
"I'm currently negotiating with a couple of brands who want to renew the contracts at a lower price," says the actor, without disclosing names. "I understand their concerns and I trust my managers to give me sound advice. But they should realise that salary cuts come with a limit."
A recent recipient of NDTV Profit Car and Bike Awards' Brand Ambassador of the Year for the GM contract, Khan is currently the face of 12 products, including Lenovo computers, Lays crisps, garment brand Provogue and Brooke Bond Taj Mahal Tea to name but few.
But even as world economics affects his bank balance, Khan refuses to admit the film industry is a victim of the slowdown. And to prove the point, the 38-year-old last year launched a production house, Illuminati Films. At a time where independent Bollywood producers were running for the hills, Khan and his business partner, producer Dinesh Vijan, teamed up with Eros International, the London-based producers and distributors of Indian movies.
"Dinesh and I bring our technical expertise to the deal. I'm not very well-versed in the business side and that is solely handled by Eros," he says. "Dinesh does the academic groundwork of rates and dates, I have creative control over scripts, directors, music and how a film's publicity posters are designed."
Khan feels his 18 years in the Indian film industry can be put to good use. "This move is more need-based then anything else. I'm not just doing this to make money – I'm paid quite well as an actor.
"It's a thirst to expand my horizons. If this business plan is viable, then a few years down I may even launch a solo production house."
Doesn't the recession enter into it, then? "Well, I don't think the film industry has been affected. If there was such a meltdown as you say, then last year's [Aamir Khan-starrer] Ghajini wouldn't have broken box-office records.
"The entertainment industry is above the ebbs and flows of the world money market. In this day and age, I don't think a film's budget also holds much clout; it all boils down to how good or bad the script is and how much money it justifies. This month's Abhay Deol-starrer Dev D had a good script but would not require a Rs600 million (Dh42m) budget, but an Agent Vinod (produced by Illuminati, starring Khan and Kareena Kapoor) requires a large figure."
Yet even he cannot stop his feet from getting wet by the waves of the economic downturn as it comes crashing to his shores. "Of course, like companies, producers are also requesting salary cuts and I'm not rigid in my stand. If it is a genuine concern then I'm open to negotiation."
So money is a motivation then? "If it was a motivation then I would be taking up every film and brand that comes my way. I already have vast amounts of money. I pick films that have a story to tell and brands that I relate to, and don't give me mouth cancer."
As if right on cue, director Rensil D'Silva barks out orders in the background as Khan juggles to finish the chat and can a shot for the as-yet-untitled terror drama that pits him and real-life love Kareena Kapoor together.
The fact that it is a Bollywood supremo Karan Johar production underscores the fact that Khan is hot property these days. Coolly collecting more than Rs2 billion at the global box office last year alone, it is hard to recall that not too long ago the crown prince of the royal Nawabdom of Pataudi was dismissed as a wooden actor whose talents were best suited to play the lead star's best friend.
But along with his royal lineage were the acting genes inherited from his mother, former actress Sharmila Tagore. It was with this faith the star son broke into the film industry with 1992's Parampara. Unfortunately, the following nine years had more misses than hits.
But just when critics had written him off, 2001's Dil Chahta Hai proved them wrong. Now, eight years on, the actor has an Indian National Award on his mantle, a production house on the business plan and a knack for riding into the sunset with the leading lady.
"Those early days are best forgotten," says Khan. "At the time I picked out the best of the films from the rubbish presented to me; films like Bombay Ka Babu.
"These days I get meaty projects like this Dharma Productions film where Bebo (Kareena) and I play terrorists," he says. "It's time to take on challenging roles that stretch my limit as an actor, like Omkara's Langda Tyagi."
Critics described his portrayal of a gritty, hard-edged bandit in Omakra as a coming-of-age chapter in the actor's career, which catapulted him into the big leagues with the trio of Khans that have ruled the industry for decades – Shah Rukh, Aamir and Salman. These days, Saif is also toying with the idea of appearing on television.
"I've been offered to host reality game shows on TV. While nothing has appealed to me as yet, I would love to host a show like Mr Amitabh Bachchan's Kaun Banega Crorepati (Who Wants to be a Millionaire)."
Some would say the actor is securing his future in the industry as he retires from playing the leading man, and Khan doesn't deny the claim. "All lead actors have a shelf life, but Mr Bachchan has proven that you can still pull in an audience at 60."
Khan's future also includes expanding his investment portfolio, which he says has been sorely neglected. "Real estate is the way for me and I'm looking to snap up properties in Mumbai for now."
An upcoming marriage to actress Kareena Kapoor is on the cards and Khan says he couldn't be happier.
"Marriage is a logical conclusion but our work commitments keep us busy and I just have 50 per cent say in the matter. The other 50 per cent is sitting before me and she is happy to enjoy this moment."
Khan's branding deals
General Motors Reportedly paid more than Rs50 million (Dh3.57m) for his three-year tie-up with GM, Saif Ali Khan also bagged 2008's NDTV Profit Car and Bike Award for the Brand Ambassador of the Year for Chevrolet (pictured below). While receiving the award, Khan was quoted at the time as saying: "My association with Chevrolet goes back many years to when my mother, during her cinema career, would travel in a Chevy Impala."
Airtel When telecom major Airtel was shopping for a celeb to fit the bill as a youthful corporate image for the company, Saif Ali Khan, Akshay Kumar and Hrithik Roshan were the top choices. Khan was chosen after a public survey – he is now heating up the television with ads featuring ladylove Kareena Kapoor and superstar Shah Rukh Khan.
Lenovo When this Chinese computer giant was breaking into the Indian market in 2006, part of its aggressive strategy was to sign up a celeb to endorse the brand. The company settled upon the brother-sister duo of Saif and Soha Ali Khan.
At the time, Neeraj Sharma, Managing Director, Lenovo South Asia, said the actors reflected the firm's values of innovation, excellence and passion. "They are on the path to mega stardom, fan following and commercial success." The result: According to a report by research firm AC Nielsen, its brand awareness rose from 38 per cent to 70 per cent in five months.
Royal Stag Joining the likes of cricketers Harbhajan Singh and Brett Lee, Khan tied up with Seagram's Royal Stag in 2004. Commenting on the endorsement at the time, Sumeet Lamba, Executive Vice-President Marketing of the beverage distilling company, said: "We see a synergy between the core values of the brand and Saif Ali Khan. He is a contemporary star with an international appeal and popular across demographics."
Brooke Bond Tal Mahal Tea Taking the crown from Indian tabla maestro Zakir Hussain, who endorsed the product for almost 20 years, Khan took on the brand in 2007 when the company wanted to target a younger demographic.
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