Aamir Khan is the big, bigger and the biggest brand idea. No questions. Let me give you the full alphabetic Monty. Tried, tested and effective.Ability: Aamir can act––for brands, and not for himself. SRK unfortunately cannot assume a brand’s genes. He overpowers every brand, and keeps cloning himself. Branding: Something about Aamir reassures me that the brand will come first. Bigger than him.Communication: Aamir effortlessly connects and touches people every time. It’s a craft that amplifies brands. Dexterity: Aamir can bring alive any advertising character. That’s because he also knows a brand isn’t a stereotype. Sadly, SRK only delivers repetition. Empathy: As consumers warm up more to Aamir, brands get to yank more heartstrings and purse strings.Friendliness: Aamir effectively removes barriers, while Shah Rukh inadvertently builds them. Consumers must get intimate with brands, not be intimidated. Grace: Aamir is elegance at work. Not sculpted artificiality. Honesty: Aamir is genuine and trustworthy. Not a Botox spectacle. Intensity: As relationships are cardiac, consumers will see a brand’s sincerity in Aamir’s depth. Jest: Aamir has a wonderful lighter side. People love someone who can laugh at himself. Knowledge: Aamir has grey cells in abundance as most brands hate brawn overdose. Leadership: He redefines benchmarks with every film, and so can he with brands. Machoness: Aamir isn’t about mean moustaches, he overtakes SRK with intelligent muscle. Newness: Aamir refreshes. SRK repeats. Simple. Originality: With constant newness, Aamir brings freshness to advertising. Patriotism: With unbridled Indianess, Aamir keeps rousing the nation.Quality: Aamir also brings a rare uncommonness. Much like many brands, I don’t ache for mass mediocrity. Respect: As acclaimed by critics, only Aamir can transfer his standing to brands. Softness: As all brands don’t need six packs, Aamir makes brands warmer. Talent: Aamir is multi-dimensional, multi-persona. SRK is monochromatic. How many more dancing brands do you need? Uniqueness. Instead of a rampant SRK, Aamir is as special as any brand.Value: Carefully under exposed as he is, Aamir is full bang for the advertising buck. Wisdom: Aamir’s marketing acumen and creative judgment are legendary –– right up to the Oscars. X Factor: Aamir is the multiplication factor. Youth: Aamir’s zest defines India’s bristling youth. Zeal. And as brands need to evolve, only Aamir brings that advertising resolve. So who’s the bigger brand idea? Aamir who can become your brand, or Shah Rukh who can only be his own brand? And that’s why he is a big brand idea. Amitabh’s Vijay was the voice of the marginalised section of the society. Shah Rukh’s Rahul is the voice of the mainstream youth. The youth which has got well accepted in the society and is driving things forward. Rahul undoubtedly is the biggest social brand idea post Vijay.