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Professional
marketing in the business of entertainment is the
need of the hour!
That was the core theme at the Ad Club's one-day
seminar on 'value creation' held on 11 January at
The Oberoi hotel in South Mumbai. Among the key points
that came across:
* Bollywood needs marketing lessons from third-party
consultants;
* India finds its voice in entertainment programming;
* Indian television programming had to use communication
and marketing more effectively to connect to viewers
and address basic emotional needs;
* advertisers need to look at TV personalities for
brand endorsements;
* successful entertainment brands are elusive, illusory
and magical; and radio advertising complements TV
advertising.
* Product placements in TV serials could become a
reality.
The speakers at the seminar sponsored by Star India
constituted a well-balanced panel of achievers representing
diverse fields. The list included: PNC chairman Pritish
Nandy; writer/director Ashutosh Gowariker; Bharti
Enterprises marcom director Hemant Sachdev; Banyan
Tree Communications CMD Anish Trivedi; creative consultant
Rekha Nigam; Leo Entertainment director Sanjay Bhutiani;
UTV Group director Zarine Mehta; Star India COO Sameer
Nair and Reliance Entertainment chairman Amit Khanna.
Ad Club chairperson seminars committee and Percept
Advertising CEO Rajesh Pant, while addressing the
distinguished gathering, mentioned that there was
a need to ensure professionalism in the marketing
of entertainment because entertainment is the best
option to satisfy clients looking for short-term answers
and gains.
Pant also added that the idea also originated from
the recent happenings that disproved the flurry of
negative media reports expressing concerns about the
sad state of the media and entertainment industry.
Pant referred to the pessimistic media reports mentioning
that "the myth of Bollywood was broken and it
was a failure of imagination".
"Recent media reports have predicted doomsday
warnings for the Indian film industry due to the large
number of flops. However, well-marketed recent commercial
hits such as Kaante and Saathiya have
shown that well-packaged entertainment sells despite
all odds. Hollywood films are never understated and
go for the audience jugular. The marketing promotions
for these films are planned from the initial stages
of conceptualisation," Pant added.
 The
attendees received inputs on various facets of entertainment
and marketing such as in-film product placements;
creating and cultivating relationships between celebrities
and companies to establish and promote brand loyalty;
building the brand's image within the entertainment
community; conceiving stratgeies to launch new brands
within the community; creating a knowledge base and
perspectives on how the programming elements can be
used independently of marketing tactics; how the entertainment
mix can ensure that programming elements can be integrated
into the marketing process.
Pant felt that the concept of entertainment should
be redefined and extended to include all those activities
and events that elevate a person from the current
travails of life.
For detailed viewpoints of the participating panelists,
read
TV personalities
- good option for advertisers
Entertainment
brands are illusory, elusive and magical
- Star India COO Sameer Nair
Bollywood
producers need specialised marcom agencies
Radio
provides unique options to advertisers
Leo Entertainment
capitalises on in-film product placements
Telcos,
content cos need to ally for product differentiation
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