Feature

Beyond Fame

Companies are not relying on star factor alone to drive sales. Will this break the jinx for celebrity brands?

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Manish Mandhana gets a lot of attention from those who command it otherwise — the celebrities. “A lot of people approach me with proposals,” he says. Why not? Success as they say is the most powerful magnet and Mandhana’s claim to fame is Being Human. The force behind Salman Khan’s popular clothing range, he has not just turned it into a recognisable brand but also demonstrated that celebrity businesses can be sustainable. A string of short-lived ventures by cricketers, Bollywood and other celebrities had led one to believe otherwise.