a tale untold:discussing zee bangla cinema's strategy and what went wrong!
TRANSCRIPT
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A tale untold Written by
Fame Per Second
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We want to give birth to a strategic idea, not a mere campaign
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Create a preference among the populace
populace
ˈpɒpjʊləs/
noun
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Let us create Zee Bangla Cinema as the prime
destination for quality movies
Through a seamless process from the earlier stance
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Analysis
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Launch campaign
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For a brand, the promise is supreme.
ZBC promised to play only super hit films and no less, but it
presented a declining curve to its audience.
Jibon Ki Ekhon O Superhit?
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Were we talking to them?Who were covering 92% of the market*
* According to the TAM viewership data 2011-12
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The tension free , nostalgic
Higher SEC A,B 45+
21%, Significant chunk
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Moving towards retirement
Children are busy and settled, feel its time for some little
indulgences.
They seek respite in old Bengali films (and get steeped in nostalgia),
but slowly starts accepting meaningful Bengali films
Brings Satyajit Ray in every filmy conversation but also admires
Uttam Kumar and Suchitra Sen, Rituparno, Aparna.
Movies they love (Meghe Dhaka Tara, Apu trilogy, Jhinder Bondi)
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Higher SEC, A,B less than 25
Gen Z, aspiring
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Lower SEC C,D,E, less than 35
41%, Largest segment
Starry eyed fans , wannabes
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In their college/university/early jobs days
Earnest in their love for movies
Dev, Srabanti, Justin Bieber, Srijit, Moinak are their role models
Decks up imagining how their favorite stars would deck up.
Pride themselves on watching ‘First day, first show’
Remembers every detail of their favorite films.
Movies they love – Paglu along with 22se Srabon, Hemlock Society,
Felu Da, Bedroom
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Or only to them?
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The eternal struggler
Lower SEC C,D.E, Older 35+
30%, 2nd largest
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Busy with daily chores of life, life is still about struggle.
Little pleasures include watching television & gossip sessions with
neighbors
Dotes on Uttam Kumar and Suchitra Sen - god like stature in their
lives but also enjoys Mithun , Prosenjit and Tapas Pal.
Respects people with legacy- Satyajit Ray is revered but not fully
understood.
Seeks story line in films and loves happy endings.
Movies they love (Harano Sur, Saat Pake Badha, Shami Chintai)
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No recent blockbuster
A library which is not star-studded.
Only concerned about a section of the mass
Crisis points
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However, we have films which are good in terms of quality.
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Rx
Need of the hour…
re-strategize the war as per the arsenal we posses.
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Promise
Loyalty
Aspiration
Identity
Have we earned…?
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There’s no single-minded claim from the brand’s perspective.
There’s no tangible promise to the audience.
Spotting the love mark
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Assessment
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‚Though we have spoken
over the phone, but never
had the desire to meet
him‛
‚Whenever we meet, we
exchange pleasantries. Yet,
never wish to hang out.‛
‚He is neither a back nor
a front-bencher. I thus fail
to remember him‛
Lets meet him
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Other fightersInside the arena: Jalsha Movies
Outside the arena: Sony Aath, Etv, Planet M
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is the trendiest person in the campus.
knows the pulse.
has created a strong identity & recall.
is colorful, futuristic and daring.
is second bencher, but a dreamer.
He
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The omnipresence of the Star mnemonic does a positive impact
on the viewers.
The color palette is bold and futuristic, providing a positive
imagery and leaving a lingering taste in the audience’s mind.
Visually
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They are delivering their promise and claim
They can continue for the next 3 years, with the present
campaign.
It’s a long term strategic move backed by the SVF deal
So…
Your promise is being delivered by the competitor
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Findings
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ZBC viewer
believe in the
importance of
perseverance &
in never giving
up
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They are rooted in
culture. They
understand the
importance of value
system
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They feel the need
to stay informed,
updated and aware.
[TGI STATEMENT]
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They love
spending time
with friends
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Différences
They are more laid-back and complacent than his
peers.
They do not want to take chances with the things
that matter most to them in life.
They play safe.
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Let’s get to know the ‘them’*
better
*them – Bengali
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Submissive, physically soft
Passionate, Trustworthy and dependable
Appreciates heritage value, Sensitive
Nostalgic, Passionate, Argumentative, Boring, Averse to change
Culturally rich
Driven by pure emotion, seldom logical, loyal follower
Decoding Bangali
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Bangalis lack intellect
Bangla is no more the cultural capital
Communism will not come back again
And what they fear most?
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They are becoming homogeneous specie
The identity is getting lost in the cacophony
Bangali is not creating a trend; they are happy following it
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Public ki khai? Public ki chai?
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We are not ashamed of
being ‘Neo Bangali’
we are slogging toward a
new mindscape
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With a sudden burst of Globalization, bongs have changed their skin. The
new colors range from solid orange to fluorescent greens.
The winds of change have somewhere made the whole concept of SEC go
irrelevant.
Somewhere fad-style-fashion are merging.
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While the aspiration value and intellect quotient of SEC
A is slowly upward rising, in case of SEC B,C. It is
catching up faster than ever
While SEC A has been criticizing Mishor Rahshya, SEC
B,C,D have contributed to the 4 crore business of MR.
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There’s a severe contradiction throughout the Bengali diaspora.
Opinion leadership to these Bengalis is a very crucial factor. Peer
group, WOM are very interesting points to these Bongs.
But, still
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The studios are producing biggies on one hand and strong,
independent, star studded content driven movies on the
other.
When it comes to film
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The Bengali audience is yet to catch up with non-star content
driven films.
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Modern Bengalis film’s top 3 pinnacle would be
‘Chokher Bali’ when it comes to aesthetic
‘Antaheen’ when it comes to music
‘Autograph’ when it comes to business
Bangla Chobir
Bhoot O Bhobisyot
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They follow directors …
Due to this star-fatigue, people have thus started
following directors.
Yesterday’s Raj and Today’s Srijit or Moinak is no
less a star than Dev or Soham.
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Proposed Brand Archaeology
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Brand Audit
The current perception about ZBC quite unimpressive
We have to develop an association factor
Elements behind Zee’s brand image
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ZBC should communicate a single point to a
viewer.
The viewer’s expectation should be concentrated
only around quality cinema
Brand AmbitionObjectives behind the ZBC’s existence
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Brand Challenge
How will we get people to develop an alternate viewing habit
centered around my channel?
How will we get people to calibrate themselves to good and
quality movies?
immediate tasks in hand
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‚I have stopped asking ‘Who’s the hero?’
I have started asking ‘What’s the story?’
ZBC understands my choices, my horizon.
Brand PrintVivid statement of the unique relationship between
the consumer & brand.
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Bengalis have always been fond of opinion leaders. From
Tenida to Ravi Shashtri.
When it comes to good cinema, SEC A,B, C+ has always
played a crucial role in being that spokesperson.
SEC C & D shall follow.
D construction
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What will SEC A, B, C+ will bring to the table?
Opinions
Leadership
Trends
Aspiration
Wannabeness
Retargeting SECs
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Big Idea & Strategy
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Presence of classics and contemporary.
Presence of content-driven films.
Strength
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Almost no presence of blockbuster
commercial films.
Rights of a chunk of classics and big
films are no more with ZBC since last
March.
Mundane packaging
Weakness
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Decline in number of commercial films
that are being made per year
versus
increase in the number of content driven
films
Opportunity
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Absence of recent, star-studded films
from ZBC basket.
Perception about ZBC as being a
follower and not a leader
Threat
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Cause we do not have hit cinema .. We need to fight a war as
per the weapon we have.
We need a flanking move.
Boardroom or War strategy?
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Since we do not boast of an arsenal of hit
movies, we need to hit them with good
movies.
We shall make the words like BIG, HIT
irrelevant and obsolete.
Go guerilla!
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Weakness: no big cinema
Strength: this is what we are considering as
strength.
With the national scenario shifting towards a
content driven aspect, even regional films are
also gearing up to go content-wise strategy.
W-S strategy
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Threat: no big cinema can be obtained in near
future out of SVF stable
O: we take this as an opportunity. No of so
called commercial mainstream big films will
decrease over time, giving space to content
driven films.
We should monopolize that area.
T-O strategy
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Desired Brand promise
Bhalo Dekhun.
There should be a generic brand status where we would like to
showcase good cinema and only good cinema.
The word good is relative. We want ZBC to be the benchmark of
that relativity.
Bhalo, the word has timeless appeal
It is subjective, relative
And it is a statement. An authoritative stance
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Desired Brand Philosophy
Hit or Big .. These words are irrelevant. Cinema should be good
or bad.
Good cinema cannot be measured in terms of economics or BO
collections only.
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Desired Brand Positioning
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Imagery mapping
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Image-management is a subset of the entire brand-building part.
Building a brand comes first.
Number game follows.
We have to sell the image, we have to create certain positioning
which will attract advertisers
The image comes first. Then the revenue.
The rest follow a perceptual model called ‘The Halo Effect’.
Brand building or TAM building?
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Bhalo cinema
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We are talking about a cultural movement here.
Which is a SEC A, B movement.
It’s always a top down effort.
It’s a parallel system.
Strategic support
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A big film has a ready system in place.
A ready distribution system, a ready chain of cinema halls, a
ready chain of media and satellite channels.
We would like to see ZBC to act as the catalyst for the
ready system of quality cinemas.
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Insights to change behavior
CURRENT:
Current behavior
FUTURE:
Future behavior
BECAUSE:
Currently think/
feel
If we make them
think/ feel
differently
CONSUMER INSIGHT
COMMUNICATION STRATEGY
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The entire face of the industry is changing, so is the mode
of business.
The good film and its market is increasing, in such a case,
even ZBC is considering to acquire good relevant films.
Why should we stick to a dated claim?
Repositioning
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You need to build up future proof long term strategy
It will give you a power position
You can lead.
You will get a first mover advantage
We foresee
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we have told our story
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Do you have a story to tell?
we are keen to listen…
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Our pleasure
© Fame Per Second
35 Hindustan Road, Kolkata – 29,
It will be