No other Bollywood actress has influenced the collective consciousness of a star-struck nation as much as Madhuri Dixit-Nene has. She may have quit the film industry to become a mother and homemaker in the US,but her return to Mumbai after a decade to kick-start her second innings in the industry is an indication that her star power hasnt diminished. No sooner did she return earlier this month than she was signed as the new brand ambassador for Olay a cosmetic brand that was earlier endorsed by Kajol and Karisma Kapoor as well as an NGO called Emeralds for Elephants. Talks are also on about her signing the sequel to Ishqiya and the films director,Abhishek Chaubey,is said to have had a meeting with her last week. She may judge the next season of Jhalak Dikhlaa Jaa and is also seen endorsing products like basmati rice and fabric conditioners. While Dixit-Nene is trying to expand her domain again,where does this leave her contemporaries? With Sridevi and Karisma Kapoor also making a comeback to films with English Vinglish and Dangerous Ishk,and other veteran actors,Juhi Chawla and Raveena Tandon,making their presence felt in endorsements and television programmes,Dixit-Nenes return is likely to change the dynamics a bit. She will outshine the rest. We expect her to do that, says chef Sanjeev Kapoor,who has signed her on as the brand ambassador for the Food Food channel. Directors like Indra Kumar and N Chandra,who have worked with Dixit-Nene earlier,believe her competition will always continue to be with herself. Even when she was at the top of the game,she never chased an image. She was happy doing all kinds of roles and got along with everybody,which endeared her to the entire industry, says Chandra,who directed her in Tezaab (1988). The films success also put her on par with the then reigning actress Sridevi,and a media war followed. Despite the glossies doing their bit to instigate the two,both actors always maintained cordial relations. A decade later,this rivalry may trigger off again. Both the actors are powerhouse performers and they are making a comeback, says Chandra. Not everyone is confident of Dixit-Nene becoming hot property. Brand analyst Ramanujam Sridhar believes that she can fit in certain categories of films and advertisements despite being a top star at one point. She fits into the mould of a celebrity mother. The films and ads will be in accordance to that, he says. Film critic,Indu Mirani,doesnt agree that there will be any competition between Dixit-Nene and Sridevi. Once the actors have crossed their prime,it isnt quite possible for them to get those lead roles. So whatever films they get will be few and far between,which doesnt allow these actors to pose a threat to each other, she says,adding,the only way Madhuri can retain her charm is by doing roles that suit her age and films in the women-oriented category. A trade analyst,who did not want to be named,talked about how Dixit-Nene needs to market herself well. The remuneration for older actresses isnt too high,unlike in Hollywood. Bollywood is all about the survival of the fittest, he adds. The advertising world seems to be divided. Ramanuj Shastry,national creative director of Saatchi and Saatchi,who has signed Dixit-Nene as the brand ambassador of Olay,does not confirm whether she has replaced Kajol and Karisma. Sridhar adds that Dixit-Nene should not worry about these two actors. While Juhi has made a niche in comedy with her Kurkure ads,Karisma and Kajol are more in competition with each other. That leaves Madhuri and Sridevi,who are doing similar kind of endorsements, he says. Watch this space to see who leads the game.
