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A CONVERSATION on FILM MARKETING the Duo Discusses the Future of Film Content and Marketing with a Noted Content Researcher, Shailesh Kapoor

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A CONVERSATION on FILM MARKETING the Duo Discusses the Future of Film Content and Marketing with a Noted Content Researcher, Shailesh Kapoor October 16-31, 2012 Volume 1, Issue 11 `100 30 VIKRAM MALHOTRA ANURAG KASHYAP COO, VIACOM 18 MOTION PICTURES FILM MAKER AND PRODUCER A CONVERSATION ON FILM MARKETING The duo discusses the future of film content and marketing with a noted content researcher, Shailesh Kapoor. 12 8 38 40 PLUS FEVICOL Drifting Bond 14 HAVAS Just Another Name 16 IRS Q2, 2012 Report Card 22 CINTHOL CARTOON NETWORK PROFILE Youthful Turn New Avatar Alok Agrawal SAB To lure the youth, it has Ben10 is now avalaible on From advertising to The Fight at 8 PM 42 shed its macho image. print through a magazine. broadcasting. 245 million page views No.1 Hindi website Contact: [email protected] Source: Google Analytics EDITORIAL This fortnight... Volume 1, Issue 11 EDITOR Sreekant Khandekar n the year 2000, I had the opportunity to interview Shammi Kapoor. During our conversation, he made a statement – ‘Me and you, we don’t PUBLISHER I Prasanna Singh October 16-31, 2012 Volume 1, Issue 11 `100 watch films’. That was the phase of Indian cinema, when the educated EXECUTIVE EDITOR 30 consumer stayed away from the theatres. Cinema, at that point of time, was Prajjal Saha meant for the masses or the front benchers. The storyline of these films, which SENIOR LAYOUT ARTIST was mostly formula driven, was aimed at this segment. This was when there Vinay Dominic were only single screen theatres in the country. PRODUCTION EXECUTIVE Andrias Kisku As the single screen theatres made way for multiplexes across the country, ADVERTISING ENQUIRIES VIKRAM MALHOTRA ANURAG KASHYAP COO, VIACOM 18 MOTION PICTURES FILM MAKER AND PRODUCER Indian cinema expanded its reach as well. Unlike other categories where Rahul Puri, (0120) 4077833, 4077866 A CONVERSATION ON Noida FILM MARKETING consumption gradually moves down the income ladder, only the well-to-do The duo discusses the future of film content and marketing with a noted Arunima Bhattacharya, (022) 40429702-5 content researcher, Shailesh Kapoor. can afford to watch a film in theatres now. The poor – yesterday’s consumers Mumbai 12 8 38 40 PLUS FEVICOL 14 can no longer afford it, certainly not in cities. Today’s filmmakers have Drifting Bond [email protected] HAVAS Just Another Name 16 IRS Q2, 2012 found a completely new set of audience, also called the multiplex audience, Report Card 22 CINTHOL CARTOON NETWORK PROFILE MARKETING OFFICE Youthful Turn New Avatar Alok Agrawal SAB To lure the youth, it has Ben10 is now avalaible on From advertising to The Fight at 8 PM 42 who watch all kinds of cinema, be it mass or class. It’s truly a new era of shed its macho image. print through a magazine. broadcasting. B-3, First Floor, Sector-4, Noida-201301. Indian cinema now. Tel: (0120) 4077800. MUMBAI This new era has given birth to a new breed of filmmakers as well. They 501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W), not only make thought provoking movies, the kind of films that are the critics’ Mumbai - 400050 favourites, but they also make money. Unlike previous years, when parallel Tel: +91-22-40429 709 - 712 cinema was only to be showcased at film festivals. Among the dozens of these BENGALURU S-1, New Bridge Corporate Centre, new filmmakers in the country, Anurag Kashyap is one of the best known. He 777 D, 100 ft Road, Indira Nagar, is famous for his story telling ability and his choice of off-beat subjects. Bengaluru - 560038, India SUBSCRIPTION ENQUIRIES While Kashyap believes in and makes a different kind of cinema, Viacom Akhilesh Singh, (0120) 4077837 18 Motion Pictures spearheaded by Vikram Malhotra funds and markets the [email protected] same kind of films. In the current issue, they have teamed up with content Owned by Banyan Netfaqs Pvt Ltd and researcher, Shailesh Kapoor to discuss the future of Indian cinema in terms of Printed and published by Prasanna Singh, content, reach and profitability. at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063. Printed at Cirrus Graphics Private Limited B-62/14, Naraina Industrial Area, Phase II, New Delhi – 110028. Prajjal Saha Cover Photograph [email protected] Fotocorp CONTENTS 56 46 PLUS AFAQS! EVENT India’s Biggest Event on the TV.NXT 2012 Business of Television VISA Media personalities meet at the third Daring to Dream 14 edition of the festival PresentsP to discuss TV CAMPAIGN TRAIL content, TV news, New TVCs, ads 28 Debating trends in the world’s second largest TV market digitisation and new revenue streams. LOCOBUZZ What’s the Buzz? 34 FEM 18 54 Bubbly Experience BUBBLE TV A hoarding releases bubbles Videos on Mobile 38 to convey the benefit of oxygen. STAR PLUS Wedding Wishes 54 POV 36 PARK AVENUE IDEA AAAI or Ad Club? Facing Up to the Task Magic in the Hat MTS Do we need two national level Selling a new concept: The The telecom player promotes Aggresive Expansion 56 advertising bodies? need to ‘recycle’ the face. its new ‘surprise’ offering. afaqs! Reporter, October 16-31, 2012 5 TMI SURVEY 1(:6%8//(7,1 ([SHQVLYH2SWLRQV Sponsored by ndia has always been a price sensi- Itive market but of late, that does not seem to be the only criterion. According to the Handset Hotlist survey of The Mobile Indian, people Havells India> The electrical goods maker plans to open more than 200 ‘Havells Galaxy’ exclusive stores by the are willing to pay an average of up end of this financial year. Each retail outlet is spread across to `14,000 for their favourite mobile 1,000 square feet and offers end-to-end solution in electri- phone, which is almost double the cal goods including industrial switchgears, cables, fans, average price they were willing to CFLs, lighting fixtures and water heaters. Havells at present spend for a mobile phone in January has 169 Havells Galaxy centres across the country. this year. According to the data collected by a study of online preferences survey were bagged by Sony Xperia of about one million people who Tipo, Sony Xperia Tipo Dual and visited the website (www.themo- Samsung Galaxy S Duos. The major General Motors> The car maker is planning to launch up to eight new models over the next 5-6 years in the bileindian.com) in September this losers in this month’s list were country, as it looks to increase its share in the domestic year, the average price of mobile Samsung Galaxy SIII, which lost auto market. The company is also considering to double phones searched by Indian con- 15 positions, while LG Optimus L3 the existing production capacity of the Talegaon plant in sumers was `14,122. In January this lost 14, Samsung Galaxy Ace Duos order to roll out and meet the demand of its new models. year, Indian consumers lost 13, Nokia Asha MARKETING Besides, it is under discussion with parent General Motors’ searched for phones 305 lost 12 and Sony to export small diesel engines to other countries. with an average price In January, Xperia Neo L lost 11 of `7,883. Indian consum- positions. Commenting on Like last month, this The company is all set to the survey, the spokes- ers searched for month, too, Android- Rexton is the Mahindra & Mahindra> launch SsangYong Rexton in India by middle of October, this person of The Mobile based handsets seem first product from phones with an year. Rexton is touted to be the first high-end SUV under Indian says, “With average price of to be top of mind for the SsangYong the SsangYong banner manufactured from improvements in data Indian consumers. In `7,883.Now, that in India after Mahindra’s Chakan facility in India. The services and reduction this month’s Handset Mahindra national launch in Mumbai will be in data tariffs, peo- has nearly Hotlist, 23 of the top acquired the followed by a phase-wise launch ple are using mobile doubled. 25 handsets were across India starting from Delhi phones as their prima- Android-based ones, Korean company and Bengaluru. ry device for accessing while two were fea- the internet. And as a result, they are ture phones. exploring smartphones which give In the Handset Hotlist for them better internet user experience September 2012, six of the top 25 Toshiba> The company is targeting a five-fold jump in and for that, they are willing to spend handsets are from Samsung, five each its business turnover in the country to `5,000 crore in three higher amounts too.” from Micromax and Sony Mobiles, years. In order to achieve the targetted market share, the The spokesperson further adds, two from Nokia and Karbonn and company has also planned a marketing strategy which is “Another phenomenon that led peo- one each from LG Mobiles, HTC, in line with its brand marketing campaign. The company ple to go for better and costlier Asus, Intex and iBall. has already launched its festival promotion campaign with ‘Subho LED TV’ offer for the Odisha Market. Additionally, the smartphones is the reverse data bun- The Handset Hotlist survey company aims to sell about one million PCs and over two dling and data bundling agreements (October 2012) is based on a study million TVs during the next one year. between operators and handset of online preferences of about one companies.” million people who visited the In this month’s survey of The website in September 2012, and The beauty and slimming services firm is buying Mobile Indian, Nokia’s Asha 311 led searched for and viewed information VLCC> Malaysian counterpart Wyann International in a `100-crore- the list, followed by Micromax A87.
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