Akshay seems to be closest to inheriting brand position enjoyed by Big B

Amitabh Bachchan's big advantage has been that despite his age, he remains current and contemporary

Big B turned 75 earlier this month. While it was an occasion for much joy and celebration, and Bollywood went to town in deifying its tallest star, it also set many brand custodians thinking. Amitabh Bachchan is currently the face of almost a dozen-odd brands, including government campaigns for goods and services tax (GST) and Swachh Bharat. The inevitable question comes: Who next after Big B?

In a piece earlier for the Business Standard, I had written how Bachchan had emerged the most ‘trustworthy’ celebrity, winning across geographies, demographics and income classifications in a study on human brands conducted in the