Awards, BO collection: A boost for Brand Alia

Producers and advertisers lining up to cash in on her mega star appeal

- SURAJEET DAS GUPTA

Alia Bhatt, who won the award for best actor (female) at the 69th National Film Awards for her role in the film Gangubai Kathiawadi Thursday, has become Bollywood's most bankable actress, beloved of producers as well as advertisers.

Two of Bhatt's four latest films, RRR and Brahmastra Part 1, were among the top grossers of 2022. This year, her only movie so far, Rocky Aur Rani Ki Prem Kahani (RRKMK) has been a hit with audiences in India and abroad.

Though Bhatt shared the best actress award with Kriti Sanon, who won the prize for her role in the movie Mimi, she is easily the most popular actress in Bollywood today, apart from being one of the most sought-after brand endorsers, commanding the same price as superstar Deepika Padukone.

Her success is reflected in her ability to deliver box-office hits - both in India as well as in the overseas market. Her latest film, Rocky aur Rani Kii Prem Kahaani, made with a budget of ₹178 crore and directed by Karan Johar, nearly doubled its return on investment (ROI) with worldwide collections of ₹312 crore. The overseas collections of ₹175 crore were in fact higher than that in India.