Satyamev Jayate will be Brand Aamir's biggest gamble yet

True to his nature, Aamir Khan has once again become the subject of animated discussion with his latest venture, his television debut Satyamev Jayate (SJ).

And already, experts as well as the ordinary viewer are debating the pros and cons of what this could do for television viewing or even governance in the country. That SJ has generated enormous interest is evident from the fact that social media was abuzz with reactions, and its simultaneous telecast across more than one channel, including Doordarshan, made it available to many more viewers than usual.

But Aamir Khan’s SJ is brave for more reasons than just the manner in which he has sought to change the idea of television viewing and attempted to bring back the Sunday 11 am slot as primetime.

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[caption id=“attachment_303994” align=“alignleft” width=“380” caption=“With SJ, Aamir has put his own assiduously cultivated brand on the line in what could be a make-or-break move for him. Raju Shelar/Firstpost”]  [/caption]

With SJ, Aamir has put his own assiduously cultivated brand on the line in what could be a make-or-break move for him. To understand why SJ is so critical for Brand Aamir, it is important to understand a little bit of the man himself.

Aamir Khan has, for some time now, morphed into one of the country’s few superstars who do not hesitate to experiment and do so with meticulous precision. Whether it is Dil Chahta Hai which redefined cool in the country, Rang De Basanti or 3 Idiots, Aamir Khan has made that extra effort to bring that element of perfection to his films, something often lacking in Hindi cinema.

Brand Aamir today is about new ideas, innovation, quality, dependability and Indianness - attributes which have come through in his cinema and even in a number of the advertisements which have featured him - from Titan to Tata Sky. With SJ, Aamir has attempted to redefine television with a version of reality TV never attempted thus far in India - in a format which is talk show and hard-hitting documentary rolled into one.

The important thing about SJ is that it is not a ‘feel good’ show. It is in your face, hard-hitting and, some would even say, depressing at times and may make many cringe. The first episode - on female foeticide - touched a chord, but also shocked audiences and moved them to tears. Clearly not your usual Sunday morning programme, this one is bold enough to make you sit up and take notice because of the choice of subjects and issues.

SJ is Brand Aamir’s boldest move yet is because it takes activism to a new level: Aamir Khan is now an active participant dealing with social issues in a Citizen Journalist kind of way. He promises to write letters to authorities on issues and invites you to send sms-es to support the cause. “Mujhe lagta hai, iske baarey mein kuchh karna chahiye..” (I think something needs to be done about this), he says at one point, clearly indicating he is much more than a talk show host in this one. And while on earlier occasions Aamir Khan has spoken up against social issues - he even went on stage with Anna Hazare - this time some of the subjects the show promises to touch may make several more in the audience and in the corridors of power terribly uncomfortable.

By all accounts, this is a bold step for an actor on whose shoulders crores of rupees are riding. With SJ, Aamir risks unpopularity with sections of his audience and intense scrutiny from the authorities for highlighting controversial issues and serious social problems. For that alone, he needs to be lauded. Whatever the TRPs of SJ, the fact is that Aamir Khan has not opted for the safer way out by restricting himself to merely being the host of the show. The show promises that it will actively try and bring about some change and Aamir Khan, together with his audience, will be the catalyst, the magic wand (jaadu ki chhadi).

While future episodes of SJ will prove whether it can sustain viewers’ interest, for Brand Aamir, Satyamev Jayate will always be remembered as a turning point: one where an Indian superstar dared to break away from a safe image, pushing the envelope in an attempt to make a difference. In an industry where superstars shy away from even attempting to take on parts which are different from the image they have cultivated over several years, this in itself is cause for celebration.