Changing face of Indian cinema: The jury is still out
An afternoon panel titled ‘Trends in films – The new aesthetics of popular cinema’ was all set to take on the issue head on. While some speakers were in favour of the fact that there are indeed trends and some were in fact going through an evolution, others simply refuted that nothing has changed.
An afternoon panel titled ‘Trends in films – The new aesthetics of popular cinema’ was all set to take on the issue head on. While some speakers were in favour of the fact that there are indeed trends and some were in fact going through an evolution, others simply refuted that nothing has changed.
The ever-eloquent Karan Johar took charge of the session and asked Suchir Batra of William Morris Agency to share his views. Sharing his international perspectives, Batra said there were certain trends that had stemmed over the past few years. “Mainstream Bollywood has gone beyond being pure entertainment and the stories have become more real today. Not all movies have songs and different subjects that appeal to different sensibilities, locally as well as domestically,” he said, picking out the main areas of change from traditional approaches of popular Indian cinema.
Also taking the focus to technology, he shared that VFX while being popular in Hollywood with films like 300, is also popular in Bollywood with movies like Krish and Dhoom 2. The third area of change that he spoke about was in the realm of commerce with the advent and popularity of branded entertainment.
Taking the baton from Batra, the actor Rahul Bose said while Hollywood had a set model earlier, where movies could find space in categories such as action, drama, kids, summer films etc, the scenario however is different in our country. Our main stream films had an amalgamation of everything-- drama, humour and even music. Hence for us it is not so much about breaking a model, but adopting different styles of film-making with dynamic subject lines.
Madhur Bhandarkar was very poignant on his stance of a trend emerging in originality. “Earlier some filmmakers watched five Hollywood DVDs and chose one to make a movie in Bollywood, or worse still, ideas from all, set in one single film. Today with Hollywood films being released simultaneously in India and overseas, dubbed in local languages and even showcased on television, it becomes tougher for a domestic filmmaker to copy the idea and pose it to be original and new, forcing him to think differently and look for novelty of idea and approach,” he opined.
Kabir Khan, after his success on the Kabul Express, believed that in fact there was change emerging, since he was given an opportunity to craft his film, which was on a non-stereo-typical subject line. However, his enthusiasm was short-lived as he pointed out the reality of several film- makers with scripts in their bags sitting in the audience waiting and hoping for a single chance, and not receiving one. His dilemma then remained with the question of there being a stroke of luck in his case, or then the new changed interest of some established Indian directors.
After the comments from half the panel, the mood began to change. Ravi Chopra took the podium and discussed the influence of society over films and creative acumen. Drawing a parallel to the movies of the 50s and the 60s, he strongly argued that trends and changes were reflective of the current state of culture and society – and the power they possessed over the media. “The 50s was a period of Independence, one that needed to showcase the Indian values and traditions, while being optimistic about the future hence the movies of the period reflected the same. When this myth and belief system crashed in the 70s and the 80s, society was frustrated and agitated, bringing the ‘angry young man’ figure on to celluloid. Today we are a global country and are internationally recognised for talent an sentiment, our society and its rejuvenated mirth is once again reflected in the new-age cinema,” he argued.
Focusing on the point made above, both the panel and the audience seemed to have been taken in by Chopra’s point of view. After all, Indian talent across the mediums, fields and locations is being put to test and constantly being experimented with. Our films are also experiments in many ways--in terms if content, subjectlines and even portrayal.
Anupam Kher, however, broke the silence and stated out loud, “I do not believe any thing has changed at all!” Furthering his thought, he went on to explain that the art of filmmaking was also to do with storytelling, and this has not and cannot be changed. And till this stays, the obvious and only underlining trend in cinema will not change.” Ensuring that the audience and other speakers were clear that in his opinion there was nothing more than storytelling involved from a filmmakers point of view, he went onto state that the audiences have changed the rules of the game. Their exposure and international experience has changed the expectations–- so while the product has not been altered, the packaging was definitely changed to an all new and improved format.
The Pakistani actress Atiqa Odho remarked on the role of women and holding onto the Eastern traditions in this time of change, as did certain members from the audience. One unanimous conclusion could be drawn from the session-– something has changed but the whats and the hows of it are still not clear.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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