In the run-up to the latest blockbuster ‘Dangal’, Aamir Khan was seen in none of the reality shows that are, by now, synonymous with Hindi film promotions. Photo: Vijayanand Gupta/Hindustan TimesNew Delhi: At last count, Aamir Khan’s latest blockbuster Dangal notched up a box office collection of Rs381.05 crore within India alone. Also read: Aamir Khan’s ‘Dangal’ beats ‘PK’ to become highest Bollywood grosser“I think Aamir Khan actually created the concept of film marketing in India,” said Anand Chakravarthy, managing partner at Maxus India, a GroupM India company. “For most movies, say 97% of the marketing budget was spent on buying media; for Aamir, it would comprise 90-92%,” Uboweja said. “Aamir plays a significant role as the key driver of marketing, he becomes the marketing guru himself.”

Source: Mint January 26, 2017 05:20 UTC