A top London-based behavioural insights company, Canvas8, has conducted a case study on the impact of brand Ayushmann Khurrana in India and amongst Indians. Titled ‘How actor Ayushmann Khurrana brings advocacy to Bollywood’, this in-depth case study focusses on how the actor resonates with his countrymen, how he is a relatable and woke Indian personality.

The case study hat-tips Ayushmann’s impact saying, “In an industry known for formulaic films, Khurrana’s journey to Bollywood stardom has been nothing short of remarkable. An important aspect of Khurrana’s journey is his choice to do ‘risky’ films. He played a cross-gender actor in the Dream Girl films, a male gynaecologist student in Doctor G, and a regular sperm donor in Vicky Donor … saying yes to films which others were probably rejecting or not even considering.” The case study appreciates Ayushmann for projecting India’s ‘Growing Influence through Grassroots representation’ and for receiving numerous accolades in his 11-year career, such as being named by Time Magazine as one of the 100 most influential people in the world in 2020.