AC­TORS ‘LIKE’ THIS IM­AGE CHANGE

Ac­tors are do­ing quirky online videos free of cost, to break their im­age stereo­types

Hindustan Times (Patna) - Live - - Front Page - Sa­marth Goyal ■ sa­marth. goyal@ hin­dus­tan­times. com

When ac­tor Ir­rfan Khan danced to a spoof of a Honey Singh party song in a AIB video to make fun of item num­bers, it went vi­ral. Call it their new im­age build­ing tool, or their way of reach­ing out to a larger fan base, Bol­ly­wood ac­tors seem to be go­ing all out to star in quirky videos with a mes­sage. And what’s more, they are do­ing it for free.

Talk­ing about why he chose to do the video, that broke his “se­ri­ous” on and off-screen im­age, Khan has been quoted as say­ing in a re­cent in­ter­view, “I knew of AIB’s work and when they came to me, I loved the con­cept and the lyrics of the song, I felt it was a satire, not just on B-Town but also on me, so I agreed to be part of it.” A source close to Ir­rfan fur­ther adds that he did not charge any money for the video be­cause, “he be­lieves that AIB does ad­dress a lot of things that are so­cially rel­e­vant, like in the past they have worked on net neutrality, etc.”

And it’s not just Khan, in the past, ac­tor Alia Bhatt worked with AIB for the Ge­nius of the Year video, in which Alia sport­ingly made fun of her gen­eral knowl­edge af­ter she failed to name In­dia’s Pres­i­dent dur­ing a chat show with Karan Jo­har. Ac­tor Alok Nath too fea­tured in a video with The Vi­ral Fever, to break his on-screen “san­skari babuji” im­age. Nath’s im­age had given way to a se­ries of online jokes.

Rohan Joshi, mem­ber of AIB says that the trend has been strength­ened by some ac­tors in Bol­ly­wood who be­lieve in be­ing part of in­ter­est­ing off-beat con­tent, and are not look­ing just to pro­mote them­selves. “When we went to Alia Bhatt for the Ge­nius of the Year video, she said ‘that sounds funny, let’s do it.’ And that was that,” says Joshi.

Kanan Gill, best known for his hi­lar­i­ous re­views of old films, agrees with Joshi, and adds, “Ac­tors know that the youth con­sumes con­tent from dig­i­tal plat­form. So, they don’t mind work­ing in a video that has good con­tent and makes peo­ple laugh.”

Ir­rfan Khan in a spoof of a Honey Singh party song; (Top) Alia Bhatt in the Ge­nius of Year video

Kanan Gill, co­me­dian Ac­tors know that the youth is on the dig­i­tal plat­form. So, they don’t mind work­ing in a video that has good con­tent

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