Global Marketing Strategy Zindagi Na Milegi Dobara

BOEM ASSIGNMENT

INTRODUCTION Internationalization of Indian Film Industry

Indian movies have come a long way since the last two centuries from shaky screen images to a vast economic empire. Today, Indian Film Industry is the biggest movie industry with the highest number of films. Indian cinema has also made a lot of progress in other areas like financing, marketing, distribution, infrastructure and slowly making way into International markets. To this end, in certain cases the export sales of Indian movies have been higher than the domestic sales.

Globalization of Indian movies has four aspects namely, capital, movement of goods, technology and people across borders. Indian movies have always had a history of presence in global countries from the launch of ‘Awara’ in Soviet Union in 1950, London premiere and French release of Mehboob’s ‘Aan’ to the very recent international success of Happy New Year. Exports of Indian movies have grown to around 60% with USA, Canada, UK, Mauritius and Dubai as the major export destination markets and South Africa, Russia, Fiji, New Zealand and Australia as the upcoming markets. The international audiences with numerous Indian diaspora have led to the production of cross over movies made by international production houses. The international box office collections from cross over and Bollywood movies have been more than 50% of their overall gross profit margins. The success of these films can be credited to the strong presence of Indian themes and tie up with international distributors.

Factors driving globalization include changing content, international avenues for financing, star power and satellite and distribution channels. Films have started including content that would appeal to NRI audiences. A monthly ritual has become a weekly social affair for many homes in USA. Subsequently, big and small banners such as Dharma Productions, Yash Chopra Productions and UTV Motion Pictures are tapping into these opportunities. Indian movies have always taken inspiration from Hollywood films and songs. Indian film makers have also been seeking international funding options. In 2006, Eros International listed itself on London’s Alternative Investment Market (AIM), a small exchange for growing companies. NRIs have shown interest in investing in Indian cinema. For example, in 2002 multi- millionaire venture capitalist Kanwal Rekhi invested in film Saathiya. IDBI Bank also set up the first film fund worth US $22 million in 2002. Indian stars like Amitabh Bachchan, Rajnikant, Shah Rukh Khan and Aishwariya Rai Bachchan have increased fan followings. Introduction of cable and satellite television have garnered increased interest in Indian cinema. Several incorporated satellite TV programs like Antakshari and Kaun Banega Crorepati had thematic representation of Bollywood. British radio channels like UK’s Sunrise Radio have begun broadcast of Bollywood songs. Lastly, India has also made progress on the star cast with the inclusion of international star casts along with the working of several Hindi film actors in international movies.

Globalization of Bollywood has its own challenges because of the fragmented market. Piracy continues to remain a big concern for Indian film makers. Another challenge is the stiff fight against Hollywoood movies. With increase in English speaking youth and penetration of Western Culture, Hollywood movies with their superb special effects, contemporary plots and storylines are an instant hit with audiences. To conclude, Indian movies are gradually gaining share in international markets but dedicated effort in distribution and marketing is required.

CASE IN POINT: ZINDAGI NA MILEGI DOBARA

Directed by- Zoya Akhtar R Produced by- Farhan Akhtar, Ritesh Sidhwani S Screenplay by- Zoya Akhtar, Reema Kagti S Story by- Zoya Akhtar, Reema Kagti S Starring- Hrithik Roshan, Abhay Deol, Farhan Akhtar, KKatrina Kaif, Kalki Koechlin Music by- Shankar-Ehsaan-Loy CCinematography- Carlos Catalan EEdited by- Ritesh Soni, Anand Subaya PProduction company- Excel Entertainment Distributed by- Eros International RRunning time- 153 minutes Budget- INR 550 million (USD 8.9 million)

Marketability of the Film

The 4Ps of marketing of a film are completely controlled by the production time and regulatory bodies. Place and Promotion can be effectively handled by the marketing team. Marketability of any product simply means the ability of product offerings to capture the market. In terms of a film, marketability defines the ability to attract audiences. This does not really depend on ‘story’ of the film but instead focuses more on the star cast, reviews from reliable sources like newspapers, magazines etc. to spread word of mouth or create buzz. Creating buzz can just include activities like critic views, use of ‘x’ technology in the film or one of the stars facing dare to death situation while shooting etc. These cues can be generated from the instances while making the film. Also, adaptations of plays or books attract the audiences.

In case of ZNMD, the large star cast, adventure sports, locations, brands endorsed by the stars in the movie form the major attraction points for the audience. This film is also shot in beautiful scenic locations with melodious music by Shankar Ehsaan Loy. Use of brands such as Landrover by the cast for driving on all land terrains adds aspirational and functional quotient associated with Landrover and in turn to the movie ZNMD. Similarly ‘Bagwati’, the Hermes bag also adds aspirational value to the brand and the movie. ZNMD has variety of constituents to catalyze the audience interest for spending their pockets. Experiential marketing adopted by Spanish Tourist Board is another pull factor as tourist locations have always been alluring for viewers. ‘Carefree travelling amidst nature with your best buddies’ is covert wish of today’s generation. These are important consideration factors for creative