Madhuri Mania
 
There is a whole generation of actors who were in school or college when Madhuri Dixit wove her magic on celluloid for over a decade

 
Bollywood’s dhak dhak girl, Madhuri Dixit is all set for a homecoming. She once reigned as the undisputed queen of the silver screen for a decade, but with the new brigade of divas, most of them half her age, would she find a place in the industry? And more so with hardly any roles scripted for women above 40, does a comeback of an ex-queen hold much chance?

 
The voice on the other side of the phone is as warm as ever. The laughter still tinkles. Madhuri Dixit is between a million lists, packing up her 12-year life in Denver as she heads back home for good in mid-October. She takes time out for a quick chat about the big move and her career plans

 
With her thousand-watt smile, Madhuri Dixit ruled Bollywood for almost a decade, before abandoning a flourishing career to get married and settle in the United States. After a 12-year gap, the gorgeous actress is moving back to Mumbai with her family to relaunch her career.

 
She left us about a decade ago to settle with her cardiovascular surgeon husband in the US. But now, the dhak-dhak girl Madhuri Dixit has decided to return to India, much to her fans' delight. Madhuri spoke to Subhash K Jha and told him what exactly made her want to come back for good.

 
Madhuri Dixit's decision to move - bag and baggage included - to India, has sparked off all kinds of rumours and speculations.
The actress is shifting base from Denver, USA to Mumbai permanently, early next month along with her husband Dr Shriram Nene and their sons Ryan and Arin. Dr Nene, a US citizen and a cardiovascular surgeon has never lived in India before. So what gives?
In a telephonic chat, Madhuri clears the air. Read on...

 
I was just out of college, on my first job, when I met Gautam Rajadhyaksha. He was imperious, immaculately turned out and impatient with little twits.

 
Well-known photographer Gautam Rajadhyaksha speaks to Sandhya Iyer about his favourite actress Madhuri Dixit and his foray into Marathi films

 
Madhuri gets to know of her dear friend and in many ways, mentor Gautam Rajadhyaksha's, death late in the evening in the US. Her first reaction is of disbelief. "I can't believe he's gone! He was still so young and vibrant. The last time we spoke he was so excited the school he was starting in Pune. Now he has left behind so much unfinished business, and so many memories."

 
"A sign of a celebrity is that his name is often worth more than his services. He is an omnipresent feature of society, blazing lasting impressions in the memories of all who cross its path."

Celebrity endorsements are solely for the purpose of uplifting the image of a product or a brand. The celebrity can be a public figure or a locally famous personality. The endorsements can be either testimonials, TVCs, mentions etc. Celebrity endorsement if used effectively, makes the brand stand out, galvanizes brand recall and facilitates instant awareness. To achieve this, the marketer needs to be really disciplined in choice of a celebrity. Hence the right use of celebrity can escalate the Unique Selling Proposition of a brand to new heights; but a cursory orientation of a celebrity with a brand may prove to be claustrophobic for the brand. A celebrity is a means to an end, and not an end in himself / herself.