It's a new beginning. Today, he can look his dashing best and win at the B-O.

(with an impressive hit record), or seduce the critics with a knockout performance in a gritty drama like Shanghai, looking unabashedly ordinary. "I've had a fair share of criticism at the start of my career.

I've never felt dejected when critics thought my acting was unidimensional. Our audiences are divided by aesthetic tastes, backgrounds, multiplexes and single screens.

There was a section of audiences that perceivably stayed away from my films. Such sceptical people woke up to me after Shanghai .

I believed when the time was right, the perception would change." The time is now! Critics have branded him a 'rediscovery', 'game-changer', 'good actor'.

Suddenly, he finds himself in Bollywood's elite A-list club too. "I've always believed that Bollywood is for everyone, not just those who have a filmi heritage.

It's great that audiences are endorsing not only star kids, but even outsiders," he explains. With a gush of pride, he adds, "I don't want to be categorised, because I never see films as 'big' or 'small', but as good or bad films.

I never planned to work with a certain director because he enjoyed a 100-crore weekend. I've done formula films too, but it was risky business, as my films explored sexuality in a conservative society.

I like doing politically incorrect and flawed characters." Well, that's the reason this actor with a gallon of guts, claims he has no competition.

"That's right, I don't! It's because everyone here wants to play safe and pick up trends — that's the easy way around. I have always tilted towards politically incorrect, immoral characters.

To accomplish something, you need to look sexy, and for some you need to look ugly. I don't mind getting uglier if I have to.

I don't know why the industry has heroes who are narcissistic and always want to look good. Jogi (in Shanghai ) is very unattractive, but also strives to be a hero," he says, with true conviction.

It's not just the rat race he's dismissive of, he cares a damn about the ongoing "War Of Titles" ( Badshah, King, Rockstar ) as well. "I think these titles are frivolous, but if people want to go ahead and give it, so be it.

" Yet, when other actors win sweepstakes at the B-O, he feels a sting of jealousy, doesn't he? "Yes, I do,'' he says. Adding, "I think it's not just important for you to succeed, but it's important for others to fail too.

It sounds shocking, but most of us in the industry think this way, but don't speak our minds. When someone fails, you think you are ruling.

That's how every profession works, doesn't it? With an enviable line-up of films like Raaz 3 (Bhatts), Ghanchakkar (Rajkumar Gupta), Ek Thi Daayan (Vishal Bhardwaj), he has the best of both — commercial and classy, massy and rule-bending. Emraan is in a jannat -like place (less)