Hindi film actor Sanjay Dutt has set up a company, Son of Nargis (SON Inc), which will exclusively work towards creating the actor as a brand.
Dutt has signed a strategic pact with P9, a part of the Rs 800 crore (Rs 8 billion) Percept Group, to help the Mumbai-based company.
Sanjay Bhutiani, CEO P9, said: "We will work for SON Inc and work towards identifying areas of brand endorsements, look for events and promotions in India and abroad, establish Sanjay Dutt fan clubs, explore merchandisig oppurtunities and design a social cause for Dutt."
Dutt said, "I will have the benefit of a P9 Integrated to support my company's plans in Indian and global markets."
The company is looking at a beverages, steel and textile brands that may be endorsed by Dutt. He currently endorses Marco Ricci range of footwear and men accessories and National Egg Co-ordination Committee.
This is for the first time that a Hindi film actor has enlisted professional services to market himself. Even stars such as Amitabh Bachchan and Shahrukh Khan operate on their own when it comes to brand endorsements.
Celebrity management will soon become one of the potential money spinners for several advertising and public relation agencies, an industry observer said.
Sanjay Bhutiani, CEO P9 Integrated said, "Our company will partner with producers and stars to provide one stop shop on all their marketing and communication needs."