Sher sunne walon zara gaur kijiye

Bahut pyari hai ye gazal hamari
Sher sunne walo zara gaur kijiye

Zullfon ki resham chaya hai
Resham se reshmi kaya hai
Ankhon me nasha hai aur onth hain saaki
Bahut pyari hai ye gazal hamari
Sher sunne walon zara gaur kijiye

Shishe sa shwet man, Kamal sa komal tan hai
Uthti girti saanson par fida har man hai
Dayen bayen se shobhit ye chal matwali
Bahut pyari hai ye gazal hamari
Sher sunne walon zara gaur kijiye

Hathon me ye maye ka jam fika fika
Har ada har lachak tikha tikha
Aakarshan o sammohan itna
Ki hatti nahi unse ye nazar hamari
Bahut pyari hai ye gazal hamari
Sher sunne walon zara gaur kijiye

Shabdon ko koi aawaaz de de

Koi mere shabdon ko awaaz dede

Shayri ko meri koi saaz dede

Yahi taqdeer likhnewalo ki

Darra darra bhatke hain deewano ke alfazon me

Bankar ehsaas dil ko chu to sake

Sangeet sa hume bahna na aaya

Hume likhna to aaya, kahna na aaya

Dariya peed ka bane andar hi andar

Bankar nadiya aankhon se bahna na aaya

Geet bana, ghazal bana, kavita bana, sher bana

Bana kya ?... shabdon ka ek gatha hi

Bankar guldasta mahka to nahi kisi ke khwabon me

Yahi taqdeer likhnewalon ki

Darra darra bhatke hain deewano ke alfazon me

Bollywood - A Marketer's Perspective

Snapshot of the industry

# Release ≈ 140/year

# Mega hits ≈ 8/ year

# Marginal hits ≈ 18/year

Hit Ratio = (8+18)/150 = 18.5%

A risky proposition…

Understanding the causes

Amidst such a scenario we need to understand what causes such a low strike rate that too in a country with a very broad audience base (in terms of Hindi speaking population and cinema as a prime entertainment source). Is it that filmmakers and associated people failed to understand the pulse of the consumers or is it that with every film consumers expectations and taste changes. Well, if we look at the past 2 decades audience tastes have changed for sure but definitely not with each and every film. There are still banners like Yahsraj and Johar consistently giving hits in the same format of extravagant love sagas like DDLJ, K3G, KKHH, DTPH, VeerZaara, etc. Then there is Priyadarshan who has found a successful mantra of remaking his Tamil comedies like Hera Pheri, Hungama, hulchul, Malamal weekly etc. So, we can say that there are certain types that audience doesn’t mind being repeated. However at the same time with the evolution of multiplex culture and advancement of technological aspects there is enough space for unconventional, small budget meaningful cinemas as well to taste success.

So it would not be exaggeration to say that genres of movies are evergreen and a good script and effective presentation will fetch the success more often than not and spectrum of genres is continuously evolving. It is like just any other product and will be successful if it can strike chords with one or the other emotion at a mass level. Still such a high failure rate!!

Following are some top of the mind reasons one can associate it with:

· Lesser known cast: A lesser known cast may not be able to generate the kind of opening that a mega star film may do, but in current scenario audience has been accepting new/ unknown casts if the movie is good. Examples being Johny Gaddar, Khosla ka Ghosla, Bheja Fry, etc which inspite of not getting bumper opening picked up in later weeks and did a pretty good business and can be classified as ‘Hit’. On the other hand there are mega starrers like Tara ram pam, Jhoom Barabar Jhoom, Sawariya, Lovestory 2050, etc which are ‘Flops’ inspite of intial star pull created. So, it’s not a prime cause.

· Poor Performance & Direction: These are essential elements of the core of cinema and if they fail it does have a significant impact on the business. 1^st prime cause is here!!

· Poor Script/ Storyline: These are yet other crucial elements of the core and audience has become very receptive to good and unique story line and new niches are being created regularly. Power of story board vis-a-vis power of star value and excessive promos is illustrated by the contrast of Johny Gaddar, Bheja Fry being ‘Hit’ and KANK, Jhoom Barabar Jhoom being ‘Flop’. Another one!!

· Poor Presentation: Good storyline is necessary but not a sufficient condition to device a ‘Hit’ formula. As packaging has lot to do with success of a quality product, same holds true for the presentation of a good storyline. This is evident by the huge list of failures of films build on story line of a ‘Hit’. Comparing contrasting results of ‘Chak De!’ and ‘Goal’ will make it clear.

· Timing: Releasing a film alongside any mega release may result in audience split. There are exceptions like ‘Lagaan’ and ‘Gaddar’, both of which were mega hits inspite of having same release date. This may probably be because they were totally different product offering. Moreover as cinema is a prime entertainment source and hence competes with other sources for time share it need to be adjusted according to other mega events planned in the year like IPL, WC, Olympics etc.

· Pre Release Promotions: Like a pre-launch exercise, aggressive advertising and promotions creates buzz and enhances awareness, thereby working as a Push or Hard Sell. Lack or absence of this could affect early adaption and initial business.

Measures to enhance strike rate

Having discussed these causes/ parameters we should try and understand some measures that could help improving the hit ratio. This is here where I would like to bring in the importance of some of the marketing principle.

· Consumer Insight: A filmmaker who understands the pulse of his audience is more likely to succeed. The insight here is in terms of the acceptance of genre, liking towards a particular story board. This implies audience audits; concept testing (pre production) can play a significant role. In eliminating poor storyline, script as a cause.

· Presentation: It is nothing but the packaging of a product and should be such that it creates a favorable imagery in target audience. DCH and Rock On both have the similar story board but different treatment with former being high on ‘masti’ quotient and later being high on ‘senti’ quotient. Both worked because both created an imagery of youthfulness with promos, songs and dealt with friendship at youth stage. Thus a quality offering is backed by relevant and appealing packaging. Here also mapping of audience psyche is critical. It is all about coming up with acceptable level of various ingredients.

· Managing Promotions: This is the buzz word in contemporary times with various activities of the likes of Krish Games to Bunt aur Bubli as news reader on Aaj Tak. This is to create a buzz regarding the offering and pushing the product for trial. This also helps in communicating the idea across and act as brand (of a movie) establishing tool. However one needs to guard against raising expectations too high. Small budget movies can keep themselves in line with minimal promotion with some powerful promo design and can rely on the BO collection to pick based on word of mouth.

· Timing the releases: (Film makers already use these measures effectively)

§ Avoid clash with other mega release and mega events

§ Use release time as promotion tactics like ‘Diwali Dhamaka’, ‘New Year Bonanza’ etc.

Thus there is ample scope of MR, PR, Ad & Promo planning in this space.

Concluding Remarks

Having said all these we must not forget movie making is an art and technicalities, direction, performances are key and can’t be compensated by any amount of audience insight, promos etc.

Moreover, some may argue that too much reliance on audience audit, concept testing, surveys etc may kill the inherent creativity of an artiste and may take away the ‘off-beat’ and ‘something different’ factor from the industry. However, we must understand that these ‘Zara hat ke!’ and experimental products that too in domain of art are driven by faith and stubbornness of the ariste (film maker) and there would continue to be a breed of such makers. However chance of increased success through commercial cinema could boost the surplus and thus the attitude towards risk and we might just step in to a whole new world of experimental cinema by so called commercial makers. To conclude, I would just say, it is the commercial success that makes it possible to plow back the money as an investment in projects like ‘Peheli’ by an otherwise commercial star.

Original article was written some 7-8 months back.

Ghajini - Not as per the expectations

"Ghajini" - an Aamir Khan starrer action flick, fall short on expectations after all the hype that has been created by the publicity gimmicks like "Aamir turns barber", " You can make a boring 2 hr movie and an interesting 3 hrs movie, duration doesn't matter".

Let us first talk about the positives. Aamir has played his character well. He was simply superb in some memory loss sequence (particularly at climax), and entire flashback. However, there were moments where he was very loud and he seemed to be forcing himself. Aasin did her job well as a bubbly yet sensitive girl. There is nothing much to talk about other actors.
The plot was decent, however there were scenes which where dragged a bit too much and hence a 3 hr movie, at the end of which you start feeling "when is it going to end". Probably the flashback could have been squeezed in an out right action flick. Some of the action sequence anddark shots are well picturized.The lighter moments in the flashback were good. "Guzarish" and "Behka' were 2 songs which are shot very well and have good lyrics and music.

Now coming on to the negatives. Barring Aamir, other actors simply seem to need acting classes. Background score in many places was too loud. There are some inconsistencies which are difficult to digest. A person who becomes chief guest of a collage function is a high profile goons. These people attend functions with pistols.
I have not come across a mainstream bollywood cinema titled after a negative character. Moreover if "Ghajini" the character is the most important, I guess director should have roped in a quality actor to dispense that role.

All in all, it isa lengthy film that doest not live upto the expectations created by the hype. However, it was refreshing to see an action flick after a long time. It might do well in single theatres and will get a good opening nationwide. Watch this movie only to see Aamir in entirely new role.

"Munch ka Crunch Mahaan" - Ads for Munch

As part of Brand strategy competition organized by Nestle for their wafer chocolate brand - Munch, we designed the following print Ad and TVC for Munch to carry forward their "Mera crunch mahaan" and to peg it at emotional level.

Print Ad
This was appreciated for the innovative idea and execution. It is an attempt to raise "Crunch" from mere crunchiness of wafers to the emotion of cheerfulness and confidence inspiring.



TVC

This was designed to differentiate "Munch ka Crunch" from situations of crunch. It is an attempt to peg Munch at the emotion of cheerfulness and enjoying life with all its faults and rewards.

Mumbai Meri Jaan - an honest attempt

The plot is about the 7/11 serial blasts in local trains- the lifeline of Mumbai city. It showcase how it affect the lifes of 5 individuals Key Key Menon (by profession he assembles computers but spend his time sitting in nukkad type café), Soha Ali Khan (a reporter), Irffan (a poor chaiwala), Paresh Rawal (a policeman) and Madhawan (white collar employee who prefer staying in India rather than going abroad and commutes regularly by local trains). It clearly showcase the trauma, feelings, anger, despair as aftermath of these blasts. And finally it moved on to show how everything get back to place and how the journey continues in the same spirit.

What appeals in the movie is its close to reality screenplay and smart direction of showcasing 5 different individual’s life in the same time frame. It is a powerful script supported by equally powerful performances. Paresh Rawal is a class act and so is Key Key in scenes when he looks at people with suspicion. Irffan is good but he was not at his very best. Soha yet again prove that RDB performance was not a fluke. Madhavan did a pretty good job of being a frustrated/ awestuck individual and tensed husband.

All in all it is an honest attempt towards a true cinema and justifies its catch line of “a salute to undying spirit of the city.

Singh is King - Silly but Watchable

With all the buzz, promos and interviews, Singh is King hit the theatres last week and disappointed many who expected a quality movie with not only quality performances but also a quality story board.

Lets first have a take on story, and screenplay. A gaon ka chora “Akshay" along with “Om Puri” goes to Australia to get “Lucky Singh” back from underworld where he is known as KING. In between all these he falls in love with Katrina, finds a Maa in Kiran Kher, takes on the position of KING due to situation and misunderstanding that arises. Working as KING “Happy Singh” spreads happiness in the world of underworld and change their heart to motivate them to return to Punjab –their home land. Anyone who might have gone to theatres with brain intact would have been terrible disappointed as it just does not have a gripping storyline or a fast paced screenplay.

Now let’s talk about characters, plot and performances. Akshay Kumar has become a success mantra, whenever he comes on screen there is a distinct charm and charisma that comes out. His getup and comic timing and fluent Punjabi deserve a round of applause. Katrina still needs to work on her Hindi, but she is improving with every movie and is perfectly suited for angrezi-desi chori with her annoying hindi dialogue delivery. Actually this made her tick in roles of Namastey London and Singh is King. Moreover she looks gorgeous everytime she captures the screen space. Om Puri disappoint in the character of “Rangeela- Akshay’s friend” as there is always an expectation of stellar performances from such gems. To be honest, he has been wasted in that role. Javed Jaffery did well as KING’s brother. Kiron Kher played a stereotyped bollywood maa decently and other characters were well suited to the plot. One man as mention who stood out is Akshay Kumar. He seem to have master the art of comic timing and silly scenes. This movie is doing well and will do so in coming weeks because KING (real King –Akshay) rocks.

Other positives are the cinematography. Pyramids of Egypt have been captured beautifully and few stunt sequences are well shot. Costumes have been designed in accordance with the plot.

Moving on to the music, it’s different and title track and “Ji Karda” are there to remain in countdown for few weeks at least.

So, though it appears to be a weak story but will work because of Akshay, comic plots and all the buzz that has been created.

Other way to look at it is it was never meant to be a power packed story driven movie, rather it just wanted to keep audience engaged in applauding Akshay’s stunt, his wonderful comedy timing and gorgeous Katrina.