Embed Size (px)
Citation preview
T.R. Sai Vinoth
Star branding strategies that work!!!!: an analysis
of new generation Tamil Film stars
Indian Film Industry: some snippets
Indian Film industry, for some is a religion and for many a magical world to escape from the grinds of long hauls of life.
According to FICCI-KPMG report Indian Film industry is about INR 125 Billion in 2014 and expected to grow a CAGR of 10-11% YoY.
South Indian films (Tamil, Telugu, Malayalam, and Kannada) account for almost 2/3rd of the revenues
While Bollywood produces 150 films per year, Telugu produces 230 ++ films in an year, Tamil film produces around 190 films per year, with more than 40% with new actors.
Unlike Bollywood where only 17% are hits, about 23% of South Indian films are hits, 29% returns average and 51% of films are below average or flops.
An unique phenomenon of South Indian film industry is the die hard fan association, which like an open source community evangelizes the actor, drives the first day and week collection and provides a consistent platform for marketing and branding.
35%
20%
14% 12%
10%
4% 2% 2% 1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Marketing platforms and branding impact
TV and promo events are the major platforms impacting branding.
TV Positioning as professionals and smart helps Short speeches Showcase Humility
Promotional events
Casual appearance Exhibition of Camaraderie Respect to co-actress
Social activities Children sponsorship Women programs Senior citizens Challenged people
Marketing platform & what works for brand building
Fans association Pongal/New year meetings with Fans association Video conference Gigs with U.S ,Malaysia ,U.K ,UAE fans events
Social media
Facebook posts, gender issues, promotion and cultural aspects Posts of struggle, working with a new comer, recommending new talent Tweets on economic events, memories of places, personal episodes
Vernacular media
Interviews on Reminiscences of early days Family background Values Family photos Simple living
Marketing platform & what works for brand building
Thank you
For any queries, please contact : 157/A, II floor, 10th A Main Jayanagar, 1st Block Bangalore. 560011 PH: 91-80-2656 5164, 40951170 [email protected]
