Aamir Khan: From Bollywood to Social Entrepreneurship

Aamir Khan: From Bollywood to Social Entrepreneurship

Aamir Khan, a renowned Indian actor and filmmaker, is not only known for his contributions to the film industry but also for his significant impact as a social entrepreneur. This case study delves into Khan’s role in brand endorsements, innovative film marketing strategies, and his social venture, the Paani Foundation.

Brand Endorsements

In today’s heavily saturated market, brand endorsements have become a common strategy for companies to differentiate themselves and gain a competitive edge. Aamir Khan, with his immense popularity and credibility, has been actively involved in this strategy throughout his career. His endorsements not only provide brands with an effective way to connect with consumers but also reflect his personal values and beliefs.

One of Khan’s most notable brand endorsements was with Britannia Industries. In a unique collaboration, he helped launch a joint promo “Britannia Lagaan Match” worth Rs.6 crores. This innovative campaign leveraged Khan’s image as the protagonist from the film ‘Lagaan’, successfully capturing the audience’s attention and reinforcing Britannia’s brand identity.

However, celebrity endorsements can also be a double-edged sword. A case in point is Khan’s association with Snapdeal. His comments on perceived intolerance in India created a public uproar, leading to his removal as the brand ambassador of Snapdeal. This incident underscores the risks associated with celebrity endorsements, where a celebrity’s public image can significantly impact a brand’s reputation.

Despite these risks, the power of celebrity endorsements remains undeniable. Influencers and celebrities like Khan play a pivotal role in shaping consumer perceptions and buying behaviour. Moreover, the advent of social media has amplified the reach and impact of such endorsements.

Film Marketing

Khan introduced the concept of strategic film merchandising in India for the marketing campaign of ‘Ghajini’, which included launching a clothing line inspired by the film’s protagonist. Over ten years and seven films, Khan’s innovative marketing strategies have generated nearly Rs1,450 crore in box office revenues.

Social Entrepreneurship: The Paani Foundation

Aamir Khan has marked his presence not just in the entertainment industry but also in the realm of social entrepreneurship. His flagship venture, the Paani Foundation, is a testament to this.

Established in 2016 by Khan and his wife Kiran Rao, the Paani Foundation has been at the forefront of addressing water scarcity in rural Maharashtra. The foundation’s unique approach to tackling this issue is through empowering communities with knowledge and collaboration.

One of the key initiatives of the foundation is the “Satyamev Jayate Water Cup”, a competition that gamifies watershed management. This innovative strategy encourages local ownership and fosters sustainable change. Villagers are mobilised and trained to build check dams, bandhs, and tanks themselves, instilling a sense of responsibility and commitment towards water conservation.

Khan’s celebrity status has undoubtedly catapulted the Paani Foundation into the limelight. His involvement has attracted resources and volunteers, raising awareness and advocating for water conservation on a large scale. Beyond the glitz and glamour, Khan’s efforts have resulted in breaking many social barriers and inspiring change across Maharashtra.

The foundation also adopts a data-driven approach, ensuring effective resource allocation and tracking progress through rigorous monitoring and evaluation. It harnesses the power of communication for social transformation, providing a platform for villages and villagers who do outstanding and inspiring work.

However, the journey of social entrepreneurship is fraught with challenges. Relying solely on Khan’s celebrity appeal might not be sustainable in the long run. The foundation recognises the need to diversify its funding sources through partnerships and grants. Additionally, defining and measuring the impact of such social ventures is complex, requiring continuous improvement and innovative metrics.


Aamir Khan’s career offers valuable insights into the power of celebrity influence in both the film and business industries. Through strategic brand endorsements, innovative marketing strategies, and his social venture, Khan has not only built a successful career but also made a significant impact as a social entrepreneur.


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Marketing Case Study: Ghajini: Aamir Khan | PDF

Why Aamir Khan is Bollywood’s marketing guru – Mint


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