Whenever marketing gurus teach a chapter with brand value, they at once teach that too much advertising is harmful to the brand. In the case of film stars, it is considered to be seen on social media excessively. The result was that the repeat telecast of his show Bigg Boss was not even seen by his hardcore fans. All marketing agencies of Mumbai are doing work from home these days. These agencies are also keeping an eye on the fan following of all the big stars of Hindi cinema. Some of these have also started collecting data on the huge presence of film stars on social media.

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The most interesting theory of marketing so far has been that overexposure reduces the market value of the biggest brands. As long as Salman Khan's work remained with marketing guru Reshma Shetty, not only did all his films go to the box office with a lot of bang but his brand value also continued to grow. The situation has changed completely. Salman Khan's films are becoming a loss deal for his producers and distributors. Along with this, when a big company did not come forward to release his next film Radhe Your Most Wanted Bhai after Dabangg 3, the deal was in a package deal with the next release of Tiger series from Yash Raj Films.

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There is no strategy of Salman Khan's branding now. The recall value of a brand is its biggest position. Everyone knows that the 13th season of reality show 'Bigg Boss' broke all previous records. But the show achieved this excellent TRP, more than Salman Khan, this time, it was achieved by record gimmicks. However, when the same show was repeated in Lockdown, the audience rejected it outright. The repeat telecast of 'Bigg Boss 13' which started on 23 March, gasped in the second week. From April 13, the channel started showing 'Dance Deewane Season 1' instead.

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