Actor Kay Kay Menon, who is looking forward to the response of his film ABCD (Any Body Can Dance), says marketing blitzkrieg has taken over creative content. He played the role of Jehangir Khan, who does not appreciate talent, and only believes in growth through marketing.
Though he doesn’t endorse it, he feels, “Today cinema has become money-driven. Marketing has gained mileage and creativity has taken a backseat. Audiences are fooled by gimmicks thereby increasing the box office results.”
The 48-year-old actor feels it is not the stars or an item song that make a good film. “Cinema is not about wearing a bikini and showing six packs,” Kay Kay says. “I have nothing against marketing. But with the amount done today, why do they need actors. Awareness of a film is necessary but one must do it with creativity. People have become brands these days. Inanimate objects require marketing. Humans just need talent to prove their mettle,” he adds.
Kay Kay started his Bollywood career with Saeed Akhtar Mirza’s Naseem but was first noticed in Sudhir Mishra’s Hazaaron Khwaishein Aisi. His performance in Black Friday was widely appreciated and brought him to the forefront. His last negative role in Sarkar bagged him an award. When asked about the kind of roles he enjoys, Kay Kay explains, “As an actor, my job is to make the character believable and not worry about the genre it will be categorised under.”