Mint
South Indian Stars Struggle to Convert Popularity Into National Brand Value
Perspectives
Mint examines why the enormous cultural influence of South Indian film stars does not always translate into national brand valuation. Sarah Thomas weighs in on the gap between recognition and real consumer influence, the different role social media plays in the South, and why conventional endorsement rankings can underestimate the cultural power of stars such as Rajinikanth and Vijay.
Mint examines why the enormous cultural influence of South Indian film stars does not always translate into national brand valuation. Sarah Thomas weighs in on the gap between recognition and real consumer influence, the different role social media plays in the South, and why conventional endorsement rankings can underestimate the cultural power of stars such as Rajinikanth and Vijay.