Let’s analyze the fall in sexuality of Mallika Sherawat. Her bollywood career started with movie Khwahish where she positioned her onscreen image as “sex goddess of bollywood”. The movie had more kisses than full stops in script. This followed with most successful MURDER which established her IMAGE.
Over the years Rakhi Sawant tried to establish it but all those were fruitless attempts.
Then Sherlyn Chopra came, with silicone implants, she was quite vocal about the concept that SEX, especially BOOBS sells, but no matter how hard she tried, even she was not accepted by people as ultimate sex queen of bollywood. To become the ultimate goddess, she got featured naked in Playboy international edition.
With Cricket World Cup around the corner, a small time model Poonam Pandey announced she will strip naked if Indian cricket during team won 2011 cricket world cup. Though India won, but she didn’t strip. Like Sherlyn Chopra, Poonam Pandey was dame sure SEX SELLS in India. She went a step further by exploring social media, began posting on her social media profiles of per near naked images, in towel, changing clothes, etc this helped her to become more of a controversy girl than QUEEN. But during this era, everyone was trying to become the sex QUEEN AND Mallika Sherawat was out in Hollywood to establish herself.
This helped Sunny Leone, international porn star who entered as guest for Bigg Boss 5. Mahesh Bhatt saw her becoming the future sex queen as Mallika Sherawat was quite busy exploring options in Hollywood and was not entertaining bollywood options, in addition her tantrums. Bhatt productions offered Sunny Leone featured in Murder 2, and it worked. It worked more for Sunny than Mahesh Bhatt, she started getting featured in movies and item songs like Ragini MMS2, Shootout at Wadala, and people liked and appreciated her sexuality onscreen. Also these two movies worked well at box office giving confidence to producers. Even her PR agents were working overtime to establish her Sex queen of bollywood after being the porn queen of penthouse. Sunny focused on establishing herself in bollywood from movies to programs on television, also got to host MTV Splitsvilla.
Last week launch of Ek Paheli Leela, changes the complete dynamics of industry when the movie had record breaking opening at box office with cinema halls going houseful. Now Sunny Leone is truly the sex goddess of bollywood. The recent bollywood updates inform that Ek Paheli Leela has broken most records for biggest opening with 5.3 cr collection on first day itself.
The complete scenario was highlighted by Al Ries book on Positioning & 22 immutable laws of marketing which highlights about importance of Brand positioning. The book highlighted interesting phenomenon on why & how people connect to brands. As Al Ries points out in book Positioning, it’s important for brands to position itself in the mind of people. Once it is established then brand has to stay relevant to each generation so it has to be consistent. If you miss out on establishing relevance, people will choose some new brand for that position. Coke cola, GE, Tata have been relevant to people for more a century now. They have secured place in the mind of people for the position they are connected to throughout different generations.