Brands of Arrogance

Kapil Sharma has been in the news for high handed behaviour towards his colleagues. Going by early reactions of fans, it’s something he should worry about and address publicly and promptly. Not just with his colleagues, but also for his fans. An important part of his brand is his rise from small town story. His average grasp of English and earthy sense of humour supplement this brand. The narrative of ‘success gone to head’ does not augur well for brands like his. In that sense, his brand is a bit like Dhoni’s, where remaining humble and level headed despite success is important.

By contrast, brands like Virat Kohli and Salman are likely to be less damaged by stories of ‘attitude’, since it is an important aspect of their brand narrative. If anything, it adds to their charm of the good bad boys.