Someone rightly observed and asked: Why are there so many youngsters seen sporting a beard these days?
The reason is The Ranveer Singh effect. And, the Virat Kohli effect.
In India, a large part of the public psyche is driven by films and Cricket. Stars in both these areas attract popular attention and shape the collective behavior particularly in fashion and personal grooming. Films and Cricket have a huge potential to be a tool for marketing and some companies use it very well.
Success in both, films and Cricket, happens in front of the nation. It gives a lot of visibility. And so obviously, the starts and players become a source of inspiration for many. There are various ways in which people get inspired by these stars and then try to imitate them, each type of mass imitation gives rise to growth in some industries.
Some young men want to look like the stars of the current times. In my younger days, they were Rajesh Khanna, Amitabh Bachchan and Dharmendra. Ranveer Singh and Virat Kohli are the current flavors.
Now, there is an intriguing question here.
Out of all the stars of films and Cricket, why do only a few generate a craze and others don’t, even though some stars are much more successful than the ones being crazed about and imitated enormously?
Why many people did not want to look like Aamir Khan, Shah Rukh Khan or Salman Khan in their younger days, but now so many people want to look like Ranveer Singh?
People did not copy the looks of Sachin Tendulkar, but they do that of Virat Kohli.
Yes, people do admire the Khans and Sachin Tendulkar. But, the admiration doesn’t result in a following. The reason is not only in their success in their respective careers. The reason, in my opinion, seems to be somewhere else.
The craze to look like Rajesh Khanna, Amitabh and Dharmendra increased after they got married or got close to Dimple Kapadia, Jaya Bhaduri and Hema Malini respectively. Similarly, the frenzy to look like Ranveer Singh or Virat Kohli has more to do with Deepika Padukone or Anushka Sharma than anybody else.
Those who believe that Dimple, Jaya, Hema, Deepika or Anushka got attracted to their men because of optical reasons, go to salons and fashion shops to get their look, with a hope to win the heart of their own lady love.
The craze to look like their favorite star is found in more people, than the inspiration to do like them.
That may be because to look like Ranveer or Virat may be easier.
To do and achieve what they have done, is difficult. No easy. It requires work.
More people are interested in easy. That customer need is identified.
More among the aspirants believe that Deepikas and Anushkas choose only on visible reasons. They don’t consider the brain. Or results, for that matter. So, impressing a girl is easy if one takes care of the look. As long as that assumption is widespread, it gives a lot of hope for marketers to cater to this large consumer base of optical imitators.
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