Melvin Durai
Akshay Kumar is not just a Bollywood star — he’s an “international megastar,” according to a press release sent out recently by a UK-based public relations firm. This reminds me of all the press releases I’ve seen about professors or scientists who are “world famous” in their fields.
“Dr. Manish Desai is an expert on the eating habits of mice, world famous in the field of rodent nutrition,” the release will say, and I can’t help picturing Desai being mobbed by autograph seekers while attending the International Conference of Rodent Nutrition.
Desai, as it turns out, may one day thank Kumar for helping him become an international megastar. Kumar, along with fellow actor Rana Daggubati, is launching an app called Socialswag, which is being touted as India’s first influencer-led online marketplace. This app may propel Kumar from “international megastar” to “intergalactic luminary.”
Socialswag, according to the press release, “will enable users to connect with celebrities, influencers, bloggers and other notable figures through personal interactions and learning forums.”
Imagine getting an opportunity to have a “personal interaction” with Akshay Kumar or some other movie star through an app. How much money would you be willing to spend for such an opportunity? I’d be willing to part with at least five rupees. Okay, maybe I’d go as high as 10, but only if the movie star happens to be Deepika Padukone.
But what exactly would I say to Deepika? I have no clue, but I suppose I could tell her that I’m her biggest fan, even if it’s not quite the truth. I’m sure there are Deepika fans out there who have plastered their walls with photos of her. I would never do that, especially since my wife would tear them down.
Actually, she wouldn’t tear them down – she would instead plaster pictures of Abhay Deol over them.
But our celebrity worship doesn’t ever go that far. And that’s why we probably wouldn’t be good candidates for Socialswag. Personal interactions with celebrities or other “notable figures” over an app just doesn’t appeal to us.
That’s not to say that we wouldn’t be excited about meeting a celebrity in person. There are several celebrities I’d love to meet —actors, singers and athletes I admire—but not through an app. I’d love to sit across former tennis star Mahesh Bhupathi, for example, and ask him what his biggest accomplishment was: winning 12 Grand Slam doubles titles or Lara Dutta’s hand in marriage.
Socialswag, according to the press release, will “enable interactions in a number of ways such as masterclasses, live-chats, shout-outs and virtual selfies.”
Masterclasses, as the term implies, are classes taught by masters. For example, you may have seen this recent headline: “Australia Defeats India in the Third T20 Despite a Virat Kohli Masterclass.” Kohli has taught a number of masterclasses, but mostly to opponents who don’t really want any lessons.
Just imagine, though, if Kohli could give you a personal batting lesson? How much would you pay for that opportunity? Quite a bit, I imagine, especially if you’re a budding cricketer. As for me, I’d be willing to take a masterclass from Kohli on mustache and beard maintenance.
You don’t have to be an international megastar to be considered a master. There are so many self-described masters who want to give masterclasses on various platforms, not just Socialswag. Most of them don’t even have a master’s degree. Akshay Kumar says that “products like my Masterclass or a Virtual Selfie will give not only me, but all my peers an additional opportunity to closely connect with fans in these changing times.”
I have no idea what a virtual selfie is, but I assume it gives fans an opportunity to be pictured with celebrities in some sort of virtual way. I’m not sure how much it would cost to get a virtual selfie with Deepika Padukone, but I’m willing to pay quite a bit for it. Perhaps even one thousand virtual rupees.