The Indian film, industry is expected to be worth
Rs. 100 billion by 2008, says a report released by FICCI recently. Bollywood alone churns out around a thousand films a year, making it the second largest motion picture industry in the world. Ironically an industry with highest mass appeal in this country, has, until recently, hardly paid much attention to marketing. For the longest time, producers have been inconsequential in the marketing of films to consumers. As a result, a number of good films have failed to pull audiences to theatres. Yet, there have been instances of average films doing well because of the smart marketing strategies employed by its producers and distributors just before the release of films.
Thankfully, the picture is changing. The industry’s international profile got a boost by recent films with Indian themes such as “Bend it Like Beckham,” “Monsoon Wedding,” and “Lagaan,” which was nominated for a 2002 Academy Awards. And a number of Bollywood production companies are now taking marketing of their films seriously. In this issue’s cover story, Making of a Blockbuster, Tarun Tripathi from Yash Raj Films, shares with us his ideas on marketing Bollywood movies — an area that has remained largely untouched.
From films, we move on to brands. Have you wondered why so many iconic brands of yesteryears falling by the wayside even as relatively newer brands are capturing the imagination of the consumers and share of the market? Arvind Singhal stresses that this is happening because the old and established brands are moving away from old and established marketing basics. And Ramesh Kumar supports this argument in his article stressing on changing consumer behaviour and its implications on marketing communications.
From branding we move to customers. An interview with Ganesh Mandalam, CEO of Xerago Consulting, brings out the importance of customer relationship management. Then there are two articles, one on customer satisfaction and the other on the importance of human interaction in managing customer relationships. With three pieces on customers, you may be compelled to re-think and perhaps re-write your marketing scripts, with the customer as the lead character.
Who says marketing of commodities is boring? This issue’s case study is like a super hit art film. Read how Bajaj Electricals attacked the low-interest electric fan industry, dominated by the unorganised sector, and emerged a winner.
The contents in this issue are much like a well-scripted movie that will leave you with a feeling similar to when you watch a Hollywood Blockbuster. Enjoy the thrilling experience!

Bhaskar Das
Director
The Times of India Group
bhaskar.das@timesgroup.com