in 2011 while according to celebrity management firms, Aamir Khan is now the costliest Bollywood actor to hire for brand endorsements. “Managing the online image of a celebrity is now an integral part of the pitch planning. Everyone has realised that online media like Twitter are the fastest, cost-effective and least controversial way of reaching the fans,” says Indranil Das Blah, COO at Kwan Entertainment, a celebrity management agency.
However, when it comes to popularity among women, Shahrukh’s charm beats Salman’s. While 42% of Shahrukh’s online fans are female, the comparable share for Salman and Aamir stands at 25% and 28% respectievly. As far the age profile of online admirers goes, youngsters flock to Salman who derives 91% of his virtual followership from under 35 years. The corresponding figures for Shahrukh and Aamir are at 87% and 83%. Surprisingly none of Salman’s virtual fans is beyond 50 years while Shahrukh and Aamir draw atleast 2% and 6% of their online followership from a cohort of 50 plus years and find acceptability throughout different age groups.