Salman ‘Ready’ to go to market

Salman Khan is reaping the benefits of rubbing shoulders with buddy Aamir Khan

We wonder if it is Salman Khan’s master-plan or his producers, or even his close bonding with Aamir Khan! Whatever it may be, it looks like the superstar is set to defeat Shahrukh and Aamir, the reigning marketing geniuses in B-town, at their own game. After launching the music of Ready along with the workers of Film City, and giving them gifts, Salman, co-producer of Ready, convinced T-series honcho Bhushan Kumar to shell out big bucks for a live concert on June 2 in Mumbai. Titled ‘Live Mad Concert’, it will have a 40-minute performance by the star to current hits from Ready, Character Dheela and Dhinka Chika, and some of his earlier songs too. Obviously, his co-star and southern beauty Asin will boogie alongside, as will the music team of the film. That’s not all. The three-hour gig will have a fashion show that will be the entry of the superstar on the stage. And the audience will include his fans, chosen through contests held by retail brands around the country. Insiders say, “After Wanted and Dabangg, Salman wants to ensure that he reaches similar heights of success with Ready.” We’ll wait and watch to see if that happens, but one thing is certain – Salman has finally understood the benefits of reaching out to his audience, directly and via the media. Makes our job easier…and more fun!