Though, Salman Khan is undergoing treatment for nerve disorder in New Jersey, 'Bodyguard' refuses to fizz. Riding on more than 45 year old shoulders of Salman Khan, 'Bodyguard' is in absolute contrast with the so called new age cinema. The Hindi film industry has seen the emergence of its very own Rajnikanth over the last three years. 'Wanted', 'Dabangg', 'Ready' and 'Bodyguard', Salman has become the most dependable actor for trade pundits.
Salman's colourful fan base eagerly laps everything related to the superstar. Being Human, which is the name of Salman's NGO, t-shirts are just one example. These t-shirts have become quite a rage in no time, superseding many popular brands. 2008 smash hit 'Ghajini' had prompted 'Kalpana is killed' t-shirts to appear but they were not as widespread as 'Being Human' shirts. Countless number of 'Bodyguard'plastic mugs, note books and key rings are overflowing the market.
Their relationship with Salman Khan might be difficult to establish but hardly anyone can deny his impact on sales of these accessories. Salman's public image of a cute hero started to change once he came up with a well toned body, not fancied by other prominent actors of early 90's. 'Karan Arjun', 'Veergati', 'Auzaar', 'Judwa' and 'Bandhan' groomed Khan as a macho man with a golden heart and crude sense of humour.
Khan's much publicized break up stories and jail terms coupled with alleged telephonic conversations with underworld made him the hot topic of the tinsel town. Often reported Salman's helping hand to new comers brought him closer to wannabe film enthusiasts, who in turn conveyed the feeling to the common mass. The image took another trimming with the release of 'Tere Naam'. The tough but soft hearted Radhey sported a new hair style and looked lonely to the core. It was a self reflecting role for Khan to some exteent. The desire to be loved by someone in 'Tere Naam' did not do anything other than heightening the loneliness of his public image.
The legal cases had become a bit old till then, and had started to fade from the public's memory. 'Garv' and 'Mujhse Shaadi Karogi' facilitated his image of a resourceful but poor guy. 'No Entry' and 'Partner' presented Khan as someone who has no qualms about what he does. This added another feather to his public personality. Now, he was one step towards becoming a fun man to be with. The earlier image of an aggressive man was still not out of the minds. So, Salman got the image of a man with extra pride and extraordinary heart.
'Wanted' was Salman's first stint with south Indian remakes. Generally, south Indian films echo popular choice, where hero invariably remains the super man working in favour of social and cultural agendas. The public decides what is good for the society and then the hero fulfills it. He does not question the public sentiment. Salman was already heading in this direction and Wanted's mega success just proved his image builders right.
'Dabangg' made Salman reach out to his real base. The youth grown up in a free economy and with all the post modernist wishes just loved the indigenous Robin Hood. Chulbul Pandey went against his own father to protect a poor villager. Chulbul broke the laws but protected the village from goons. The moustache of Chulbul became the honour of his fans as they also imagined becoming a self styled rockstar, without being too rich. 'Ready' basked in the glorious past of 'Wanted' and 'Dabangg'. Ultra smart promotion and good songs helped it achieve a good opening and Salman Khan's eternal fan base made it sustain for some weeks. This much was enough to create history, money wise.
'Bodyguard's Lovely Singh is an extension of Rajveer of 'Wanted', who has become tech savvy and more serious towards his duty. 'Wanted' and 'Danagg' were also about the dutifulness of a person, who is wild and carefree once the duty is over, or when somebody interferes in between him and his most important duty. The middle class wished to see such a character since a long time. Lovely Singh is their alter ego, who does everything that they wanted to do. The immense success of 'Bodyguard' suggests that Salman Khan is going to carry on with action and style oriented films at least for some time. Fans also don't seem to be in the mood of letting him leave the box office.
