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Management students analyse Brand Mohini
   By: Tushar Joshi
    November 17, 2005

Vamp queen:
Tassnim Sheikh
Tassnim Sheikh who? That’s how many of the participants of Welingkar College of Management’s Star Project research study reacted, when they were asked about the actress. But the moment Mohini was mentioned, the study audience reacted strongly.

As a part of their course, first-year students of the college were asked to undertake a project to evaluate the brand value of actress Tassnim Sheikh (Mohini of Kyunki Saas Bhi Kabhi Bahu Thi) in the market.

Conducted by a group of 15 students, the report throws light on Tassnim’s career graph, rates her positioning in the market, and gives her advice on what audiences expect from her.

Nikhil Dhawan, first year student of the college, who undertook the study, reveals, “We went on the roads, and met people, put them through a series of questionnaires, and did a lot of research on Tassnim’s professional past. The name Tassnim didn’t have much of a recall value, not as much as Mohini did.”

The report reveals that audiences want to see Tassnim doing positive roles, hosting game shows, taking up commercials and even participating in stage shows.

No emulating Tulsi

“Our study reveals that Mohini has even surpassed Komolika (Urvashi Dholika) of Kasautii Zindagi Kay as the most popular female vamp on television. As a brand name, Mohini is strongly etched in the minds of the viewers.”

One of the findings of the meticulous report reveals that playing an ideal bahu would be a bad career move for Tassnim. “Tulsi, Parvati and Kumkum have already created benchmarks as perfect daughters-in-law. The audience will not accept Tassnim in a similar role; it will backfire on her.”

Seeking advice

Tassnim, who attended the presentation made by the students, was in for a shock when she read the report. “I couldn’t believe that someone would do such a detailed analysis of my career. I am particularly interested in the findings they got from the questions they asked people. I will make it a point to take the advice in the report seriously.”

Stages in actors’ lives

Nikhil says every actor has four stages — initial, growth, maturity and decline. “Tassnim has crossed the initial level, and is in the growth stage now. She will not hit maturity soon, as the audience wants to see her in various roles.” A similar study was conducted