NEWS: Ash to shed surname, embrace Bachchan brand

Prithwish

Aishwarya Rai will no longer use her surname but is happily willing to be known as Aishwarya Bachchan, media reports say.

Her transition from Rai to Bachchan started when she signed an autograph after her marriage as Aishwarya Bachchan. We have seen many Bollywood stars taking up the surname of their husband but some have chosen to retain their surname too.

The question of Aishwarya Rai (already an established brand) choosing to use the Bachchan surname might come as a surprise and apprehension to many.

Firstly, all the fame and popularity that surrounds her today came when she wasn't a Bachchan. It took time for her to establish herself as a brand and a change might seem like starting to build a brand from scratch.

Secondly, when the media has been buzzing how Aishwarya's marriage was a bad career move for her, her changing of surname would certainly lead to a lot of debate -- will the people accept Aishwarya (now AB's daughter-in-law) romancing other men on screen being a Bachchan bride?

But Aishwarya must have thought about all this for sure and in hindsight it seems like a planned move. The Bachchan brandname has an aura of its own which is much bigger than Rai for sure. But the question remains whether Aishwarya will fit into the Bachchan brand. We will have to wait and see.