Brand Recall of the 'Big B'

'So, even if you have not seen an Amitabh starrer in a decade, you would still have seen him at least thrice a day—on TV, in newspapers and on billboards. The creation of Brand Bachchan, as cannily managed and promoted as a corporate entity, ensures that his recall value is unmatched by anyone else, past or present. Otherwise, the Big B, merely on the strength of his performances as a supporting star—which forms the bulk of his roles in the past decade—would surely not have bolted past other worthies to win the accolade of 'star of stars' in our opinion poll.'

- Bishwadeep Moitra; 'Shadows On A Stream'