Saturday, February 21, 2015

Movie PR case study part of IIM-B curriculum

A case study on entertainment marketing communications will be part of the media and entertainment curriculum at IIM-B. The case study looks at the work done by on entertainment marketing communications agency, Spice for films such as PK, Dhoom 3, 3 Idiots, Ek Tha Tiger, Ghajini and Bodyguard, reports Meenakshi Verma Ambwani in The Hindu Business Line. 

Besides films, Spice manages communications and image management work for Bollywood’s leading actors. 

“Entertainment products are not just marketing oriented; they are now market-driven,” Professor S Raghunath, Professor, Corporate Strategy and Policy, IIM-B, is quoted as saying in the report. “Internet and mobile technology is changing the way consumers make their entertainment decisions and, therefore, it is having an impact on the way movie-makers market their products to consumers.”  

“Bollywood or entertainment marketing has emerged as a specialized domain, and it is increasingly getting structured,” according to Prabhat Choudhary, Head, Spice. “Even celebrity branding is becoming more and more specialized and skill driven."

6 Comments:

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Blogger Jonty Rhodes said...

Interesting case study! PR forms an essential part of brand communication strategy of a firm. It is nice to see top B=schools finally paying attention to entertainment marketing.

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