Indian Institute of Management- Bangalore (IIMB)’s Case Study on Bollywood & Social Media Marketing

I feel this is purely a fashion trend which will fade off soon. the social media is so cluttered that, we need to get to know the right audience and just keep targeting them.

Bubblecube

Digital marketing is being used extensively to market bollywood movies. It includes creating a microsite, facebook/twitter/youtube profiles, hangout with movie stars, promotions, social media buzz & others. Youtube hits, social media reach/share/amplification & other metrics predict how the movie will perform post release. Indian Institute of Management- Bangalore (IIMB) has created a case study on bollywood movies & social media activities.

The case study has been done by Suhruta Kulkarni, U Dinesh Kumar and Karthika A S of IIMB. The case study has now been published by Harvard Business Publishing. It explores the link between box-office collection and social media activity wrt the Bollywood film ‘1920 Evil Returns’. 1920 Evil Returns is the 2nd film of the franchisee & ‘1920 London’ is the 3rd which will be released this year.

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Published by Hisham Kabir

Hisham is an MBA from MET, Mumbai and an alumnus of Symbiosis Institute Of Business Management, Pune, with a Management Deveoplemt Programme (MDP) on Sales Management from The Indian Institute of Management (IIM) Kozhikode, have worked with public relations division of Uniliver in Mumbai handling brands like Surf, Rin & Sunlight detergents. Formerly Chief Operating Officer of Ideal Caterers (family business established in year 1984) a leading outdoor caterer in Kochi and having services in Trivandrum and Kottayam. Hisham is the first Entrepreneur to successfully incubate out from CIFT Business Incubation Cell (A Govt Of India Enterprise) Hisham have ventured into food processing sector by launching a ready to cook curry paste with brand name "Freedom Kitchen" using technology from DFRL (Defence Food Research Laboratory in Mysore) with a vision to change the way indian domestic kitchen would operate. All aspects of brand design & development for the brand "freedom kitchen" from concept, brand naming, colour selection,brand story, Barcode GS1 formalities, to copyright to vertical package designing and print development was independently handled by him. Hisham was key accounts executive at Kerala's leading advertising agency stark communications. An avid automobile enthusiast with a passion for advertising, have conducted an exhibition on the world’s most celebrated advertising campaign titled the History of Volkswagen Beetle ads, at the Durbar Halls Arts Gallery in Ernakulam and at MET Campus Mumbai. He is also a guest faculty at various management institutes in Kerala and Tamil Nadu. He talks on entrepreneurship, advertising strategies, and business management. He has given guest talk to management students at Rajagiri Institute Of Management, Amrita Business School, Coimbatore, MET Mumbai, TKM Institute of Management, to name a few.

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