Ayushmann Khurrana: A Case Study In Cultural Impact And Advocacy
significant impact of Brand Ayushmann Khurrana in India and among Indians
Ayushmann Khurrana, the versatile actor, artist, and UNICEF's Ambassador for human rights, has become the subject of a comprehensive case study conducted by the London-based behavioural insights company, Canvas8. The study, titled ‘How actor Ayushmann Khurrana brings advocacy to Bollywood,’ delves into the significant impact of Brand Ayushmann Khurrana in India and among Indians, highlighting his resonance with the audience as the most relatable and socially conscious personality in the country.
The case study commends Ayushmann Khurrana for his extraordinary journey to Bollywood stardom, noting his unconventional choice of roles in an industry often known for formulaic films. It acknowledges his portrayal of cross-gender roles in 'Dream Girl,' a male gynaecologist student in 'Doctor G,' and a regular sperm donor in 'Vicky Donor,' emphasizing his willingness to take on roles that others might reject or not even consider.
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Ayushmann Khurrana's impact extends beyond the film industry. Recognized as a two-time TIME Magazine award winner for being one of the ‘Most Influential People in the World,’ the case study underlines his contribution to projecting India’s growing influence through grassroots representation. His advocacy for child rights with UNICEF earned him the Time 100 Impact Award in 2023, showcasing the multifaceted nature of his influence.
Furthermore, the case study sheds light on the changing taste of Indian audiences, attributing this shift to Ayushmann Khurrana's roles that embrace social realism. It notes the success of 'Dream Girl 2' in 2023, a gender-crossing film that entered the coveted 100-crore club, indicating a growing preference for realistic and thought-provoking content in mainstream cinema.
In essence, Ayushmann Khurrana emerges as a cultural icon who not only defies traditional norms in the film industry but also actively contributes to social causes, embodying the evolving preferences and consciousness of Indian audiences. The case study serves as a testament to his influence and impact, not only in the realm of entertainment but also as a catalyst for positive social change.
