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Brand Rahman goes sky-high
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Mumbai: Winning two Academy Awards has reportedly pitchforked AR Rahman's brand value to a skyrocketing Rs10 crore. Sources in the industry are saying that the Indian composer and musician has recently bagged an offer from Apple for this sum, which insiders indicate is around Rs 8 crore more than what he was getting previously.

A source says, "It is being hugely gossiped in the circuit that Rahman is being offered by international companies a sum of something around Rs 10 crore. He certainly has become the most sought-after celeb in the ad world if he is getting such a high figure.
The Oscars are the reason behind this."

However, a close aide of Rahman states, "This news is highly speculative. It is true that Rahman is associated with Apple, but that's because T Selvakumar (who is the managing director of Rahman's KM Music Conservatory) is associated with Apple. "
After Hrs checked in with some head-honchos on the impact 'Brand Rahman' will now have...

Says Sagar Mahabaleshwar, national creative director, Rediffusion DYR, "I can't say how much impact this win will have on Indian brand endorsements, but certainly his recall value in the international market will go up."

Anirban Das Blah, CEO, Globosport, feels, "Frankly, I think that Rahman is not that much into the endorsements business. Many marketers have approached him with huge sums of endorsement fees in crores of rupees, but he simply refused to accept it because he didn't feel for the brand. The fact is that his Oscar win will hardly make a difference to a housewife who lives in a village few hours from Mumbai. Oscars don't represent the real Indian sentiment. Moreover, Rahman is not Shah Rukh Khan. So it will be useless for the brand if it has to reach the masses."

However, Yudhajit Dutta, director, Mindscape talent management, adds, "Indians have always aspired to win an Oscar. When you have someone who has already got it, then certainly marketers will be looking to cash in on this. The recall of his existing endorsements will certainly see a boost."

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