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Mint
7 days ago
- Entertainment
- Mint
How ‘Sholay' became India's OG brand IP, and why marketers still can't let go
New Delhi: In a world flooded with algorithms, franchise fatigue, and forgettable content, one Indian film continues to do what new-age brands desperately chase: command recall, spark emotion, and drive engagement across five generations. That film is Sholay. And it turns 50 this month. For many, Sholay is the definitive Bollywood blockbuster. But for marketers, it's something more powerful, India's first mass-market cinematic IP, long before the term became jargon. It didn't just make box office history. It gave India a language of branding before we knew what that was. 'Sholay isn't a film that finds its identity solely as a commercial blockbuster—it's an iconic fixture in Indian cinematic memory. So relevant, it has transcended cinema, TV, OTT and made its way into the meme-world," says Harikrishnan Pillai, chief executive officer (CEO) and co-founder of digital marketing agency TheSmallBigIdea. 'Advertising has milked its charm time and again: Gabbar selling cement, Veeru promoting mobile networks, Basanti endorsing scooters. Gabbar's voice has been recontextualised in Gen Z reels, now yelling at interns and customer care executives. The characters often show up in cameos and callbacks in newer films." And marketers have plugged in. In 2023, Coca-Cola India launched a limited-edition 'Basanti's Orange' retro can, a quirky nod to Hema Malini's iconic character. It sold out within days. Bharti Airtel's #KitneAadmiThe reels challenge clocked over 12,000 user-generated videos in 72 hours. Hyundai created an AI filter that let fans 'race' Jai and Veeru's bike through Ramgarh, leading to a 25% bump in test drive leads—no influencer needed. Released on 15 August, India's Independence Day, in 1975, Sholay was made on a then-massive budget of ₹2.5 crore and grossed ₹30 crore, a record at the time. Adjusted for inflation, it's worth over ₹3,000 crore today. But more than money, it left behind something far stickier: memes before memes, content before content. This was Bollywood's ultimate action epic, where revenge, friendship, and fearless outlaws collided. Directed by Ramesh Sippy, powered by R.D. Burman's music and Salim-Javed's razor-sharp script, the film starred Dharmendra, Amitabh Bachchan, Hema Malini, Sanjeev Kumar and Amjad Khan as the unforgettable Gabbar Singh. 'Gabbar Singh was India's first pop-culture villain. He wasn't just feared, he was quoted, spoofed, and adopted into everyday language," says Neelesh Pednekar, co-founder at Social Pill, a digital media agency. 'That's what gives Sholay its Teflon stickiness in marketing. You don't need to explain the reference. It just lands." And land it does. From corporate presentations to cricket banter, 'kitne aadmi the' has outlived most jingles and hashtags. Political speeches, stand-up comedy, boardroom rants, Instagram reels—you name it. Even television hasn't let go. From The Kapil Sharma Show to Taarak Mehta Ka Ooltah Chashmah, Sholay characters routinely show up in parody, cosplay, or catchphrase form. But the obsession isn't just emotional, it is data-backed. According to Meta, nostalgia-based content sees 25% higher click-through rates and 30% longer watch times than generic messaging. Spotify says retro Bollywood music, including tracks from hits like Sholay, remains one of the most streamed genres. 'Nostalgia isn't retro—it's ROI (return on investment)," Pillai adds. 'Millennials treat it like a rewind button. Gen X finds comfort. Gen Z eats it up for meme aesthetics and vintage cred. Sholay serves them all." Prof. Khyati Jagani, faculty of marketing at FLAME University, believes Sholay succeeded because it was never just entertainment; it was emotive storytelling with mass dialect, grounded in 1970s India. 'The film maps to major life stages for many Indians. That's why it works for both memory and discovery," she says. That duality is gold for marketers. Older consumers relive. Younger ones remix. Gabbar has yelled at daku, dacoits, interns, and startup bros. Veeru's banter has sold everything from data packs to dairy. It's open-source nostalgia, and brands love it. At Shemaroo, which runs channels and a streaming platform built on classic Bollywood content, Sholay-related content continues to clock strong engagement. 'It bridges two cohorts seamlessly," says Mohan Gopinath, head – Bollywood business, Shemaroo Entertainment Ltd. 'It works as comfort content and cultural discovery at once." This also explains why, despite the rise of streaming-era icons and billion-dollar marketing budgets, no Indian film has replaced Sholay as a marketing shorthand. That timelessness is also showing up in product design and packaging. Apart from Coca-Cola's retro campaign, several apparel and lifestyle brands have dabbled in Sholay-inspired graphics, slogans, and capsule drops. Gabbar T-shirts, Ramgarh road-sign merch, and even pop-up cafes themed around the film have found traction in metros. Marketers point to the film's visual iconography—the jacket, the shotgun, the train robbery—as instantly recognisable cues. 'If you're building something quirky, rooted in nostalgia, and inherently desi, Sholay is your shortcut to instant cultural legitimacy," says a Mumbai-based brand consultant who has worked on retro-themed campaigns. Even in corporate storytelling, Sholay has quietly entered the brand playbook. From startup founders referencing Veeru's antics in pitch decks to VC partners invoking Gabbar's ruthlessness in performance reviews, the film's scenes often show up in internal comms, offsites and ad copy decks. 'It's intergenerational glue," the consultant adds. And perhaps it's because Sholay was accidentally perfect. It wasn't part of a cinematic universe. It didn't get reboots or algorithmic sequels. Yet it created more brand language than most content factories could dream of.
Economic Times
01-08-2025
- Entertainment
- Economic Times
Saiyaara's box office success: How minimal promotion revolutionized Bollywood marketing strategies
The incredible box-office success of mid-budget Hindi film Saiyaara has sent ripples across Bollywood at a time when fear of failure has gripped the industry after months of mostly flops, kindling hopes of a as a 'silent storm' with minimal promotion, Saiyaara has collected Rs 274 crore in just 14 days since release, sparking curiosity among filmmakers and audiences alike. The film was made on a reported budget of Rs 45 crore. Interestingly, Kannada horror-comedy Su from So that employed a similar strategy of minimal promotion, also found success, collecting Rs 17.8 crore in a week. In this context, ET spoke with film marketing experts, young adults, and a psychologist to decode Saiyaara's success and whether it could impact future filmmaking and marketing strategies. The intensity of Saiyaara's marketing campaign was much higher after its release than pre-release and it focused more on showcasing audiences' reactions (from emotional to exaggerated) than on their opinions, noted Harikrishnan Pillai, CEO and cofounder of digital marketing agency TheSmallBigIdea. 'One must understand that the film's frenzy was 'captured' in non-metro areas and 'displayed' in metro areas,' he said. According to marketing experts, Saiyaara's makers hired small influencers in tier II-III cities to create videos that focused on audience reactions. As these videos became popular, many users (not hired by makers) joined the trend by creating their own short videos or reels. This added to the film's popularity and triggered a favourable algorithm on social media, experts said. Besides this, the makers piqued audience's interest in the film by not exposing its lead pair. 'The makers did not allow Saiyaara's lead pair to socialise and over-familiarise with audiences,' said Nidhi Bubna Sadhwani, head of marketing and digital at Red Chillies Entertainment. 'They held back on any promotional stuff. So, I think, there was an intrigue about the lead pair in terms of what they could do. This was exciting for audiences.'The film's music and trailer also played a critical role in creating favourable buzz, especially among young adults, experts marketing experts also believe the release time was a paramount factor in lifting Saiyaara's box-office fortunes.'You feel amazing about a familiar thing if it is given to you after a long time,' Pillai of TheSmallBigIdea said. 'There has been a romantic musical film drought period. Saiyaara's release quenched this hunger.'The film's themes also largely resonate with young adults, experts said. 'It is a cleverly made film. It seems that the makers have considered often-discussed topics on social media,' said Tejas Nirbhavane, a clinical psychologist. 'Scenes containing subjects such as nepotism, mental health, deserving people not getting opportunities, traumatic past, and commitment issues in relationships are shot as reels to appeal to young adults who have a short attention span,' he said.
Mint
10-06-2025
- Entertainment
- Mint
Bollywood's next-gen steps up early as brands tap family legacy for marketing muscle
Indian brands and Hollywood studios looking to win over desi audiences are increasingly roping in Bollywood's famous children—even before their formal film debuts. From voiceovers and commercials to digital content campaigns, these star kids are becoming key to storytelling strategies that aim to blend celebrity recall with emotional authenticity. Authenticity meets strategy Recently, Shah Rukh Khan and his son Abram dubbed for the Hindi version of Mufasa: The Lion King, along with his older son Aryan, while Ajay Devgn and son Yug lent their voices to Karate Kid: Legends. More recently, Telugu superstar Mahesh Babu appeared in a commercial with his young daughter Sitara. These early appearances are being used to build familiarity and generate buzz among fans of the parents while positioning the kids for potential debuts down the line. 'Using star kids as marketing pegs before their official film debuts is a savvy move. They're not yet commanding top-tier fees, making them cost-effective choices. Plus, it offers actors a chance to collaborate with their children in the industry they love. It's a lucrative, marketable moment that also becomes a cherished photo in the family album," said Harikrishnan Pillai, CEO and co-founder, TheSmallBigIdea. Also read: Small-scale films rely on star kids as Bollywood faces box office struggles Pillai added that timing and relevance are crucial. Stars are very careful about where and when they present their kids. Having Devgn and his son Yug, lend their voices to the Hindi version of Karate Kid: Legends, makes sense because the real-life father-son duo brings authenticity to the film's mentor-protégé dynamic. It's not just an introduction; it's a meaningful alignment, adding depth to the narrative, he said. Entertainment industry experts point out this strategy isn't just about leveraging celebrity status; but creating compelling narratives that can resonate with audiences, whether it's dubbing, music videos, commercials, or start-up endorsements. In essence, it's a win-win: actors get to share their passion with their kids, brands gain fresh and relatable faces, and audiences enjoy genuine storytelling. 'Even though the narrative is fabricated, audiences feel there is some truth to it since the star parent is unlikely to be associated with something they wouldn't want their own children to do or watch. It appeals to the emotional core of viewers because they feel it's not coming from a place of money," said Shubhangi Bhatia, strategy consultant at BOD Consulting. Also read: What Siddharth Roy Kapur wants: Fresh stories told in unique voices Slow and steady reveal Not every appearance is about putting a child on camera. In many cases, brands opt for a slow rollout—using voiceovers, social media glimpses, or animation to build intrigue. Take for example Neetu and Riddhima Kapoor's jewellery brand campaigns. These showcase a softer introduction of legacy while building long-term brand connect. 'It's less about putting a child in the spotlight and more about building a longer-term emotional connect with audiences — done right, it can shape brand perception for years," said Ajay Kulkarni, business head at Ykone Barcode, an influencer marketing agency. When kids are involved in brand campaigns, financial structuring also reflects careful planning. Typically, when children are involved, the financials are structured with their best interest in mind—often through custodial accounts or managed by their guardians, Kulkarni added. He pointed out that many campaigns sign the parent-child duo together, especially when their chemistry enhances the brand story. It's not about saving money—it's about amplifying impact and creating content that people genuinely connect with, he added. A head start with legacy appeal Digital marketing experts believe that this early visibility gives brands a competitive edge in crowded markets. 'Pairing star kids with their famous parents gives brands and studios a head start that few other strategies can match. The instant recognition and emotional pull of a well-known family create standout campaigns that feel both relatable and aspirational," said Brijen Desai, associate vice-president at digital agency White Rivers Media. He added that this strategy also taps into the public's curiosity around Bollywood families. 'Brands are not just relying on familiar faces—they are building anticipation and trust through clever use of social media, youth-focused launches, and compelling storytelling that taps into the public's interest in legacy. This approach brings a fresh yet credible edge to campaigns," he said. Also read: Streaming platforms review budgets for big Bollywood studios as flagship titles flop
Mint
12-05-2025
- Entertainment
- Mint
AI, identity and drama: Why everyone's turning into a character
MUMBAI: First it was dreamy Ghibli-style portraits. Then came Barbie-fied posters. And now, social media feeds are flooded with boxed action figures of everyday professionals, complete with accessories such as coffee mugs, laptops and clever titles like 'Deadline Warrior' or 'Chief Meme Officer'. What began as playful experimentation with AI tools has snowballed into a cultural moment. Consumers aren't just taking selfies anymore but are creating avatars, crafting narratives and in the process, redefining self-branding. And, for marketers, it's a playground filled with promise and pitfalls. 'AI-generated self-portraits are the item numbers of the digital world—flashy and viral, but rarely central to the plot," said Harikrishnan Pillai, chief executive officer and co-founder of TheSmallBigIdea. 'They may not decide the fate of the film, but they sure get the audience's attention." Also read: 'We love big, hard challenges': Nvidia's Richard Kerris on Indian content market Prachi Bali, executive vice president and head of Saatchi Propagate, sees this trend as part of a larger behavioural shift. 'What this shows is how everybody wants to be a creator of some sort. Technology just feeds off this desire, with a layer of novelty and engagement that is active and allows us to parade as self-expression," she said. These visual trends driven by tools such as Midjourney, Canva, DALL·E, Epik AI and Lensa tap into a craving for personalization, fantasy and social relevance. People are turning themselves into animated heroines, retro dolls or workplace-themed action figures. Often, these are less about vanity and more about signalling who we are, or want to be, in a curated digital world. 'Egocentric processing lies at the centre of consumer psychology," said Priya Narayanan, assistant professor of marketing at IIM Kozhikode. 'Such self-representation indicates a desire to be part of a social conversation, to express oneself and to be talked about." Among Gen Z and young professionals, this AI-fuelled self-expression is especially potent. For many, it's not just a toy or a trend, it's a tool to articulate personality and build visibility in a crowded digital space. 'We haven't even seen the tip of the user-generated content strategy iceberg yet," said Bali. 'As tech democratizes expression, we'll see more courage, sharing and participation. And, the brands that invite this 'play' will garner attention, recall and communities the fastest." But this is not just aesthetic experimentation. It's also brand strategy. 'While these trends may appear short-lived, the underlying behaviour, interest in interactivity and instant gratification is here to stay," said Bali. 'Short-lived is the new normal. In a thumb swipe, in 10 minutes, instant is what the narrative is. Multiply that with personalisation and bang! That's the engagement fodder all brands need." Still, agencies are cautious. 'At Saatchi Propagate, strategy defines our action. Trends are fun to chase, but how it adds up matters. The real AI action lies in enabled tech that impacts brand experience," Bali added. Also read: Creative agencies must kill the nostalgia: FCB's Dheeraj Sinha Pillai echoed the need for intentionality. 'Everyone's playing the game, but the ones who understand why and how to show up tend to leave a stronger mark," he said. 'If the trend is interesting, relevant and big enough… we jump on it… shamelessly." The business side of the avatar boom is also raising questions around IP ownership and brand licencing. 'People don't just want to wear a brand or watch a film anymore. They want to live inside that world," said Bhavik Vora, founder of Black White Orange Brands. 'Turning yourself into a Ghibli-style character is a way of saying, 'This story is part of who I am.'" Vora sees the trend as both a risk and an opportunity. 'On one hand, it's amazing free marketing. On the other, if used commercially without permission, it can cross into infringement territory," he said. But if approached smartly, the upside is huge. 'People want to be in the story now. They don't just want a Stranger Things tee. They want to exist in that universe," he said. He cites LEGO Ideas as a model: 'Fans submit concepts. If selected, they become official products. Indian IPs could adopt similar models." In fact, Vora believes we're entering the age of 'reverse licencing." 'Digital creators are building careers through avatars and characters. The next step is formalizing that into co-licenced products and experiences. But both sides must see value in it." 'We've spent years guarding IP. But the Internet, and now AI, has changed the rules. Fans and creators aren't waiting for permission. They're creating. The question is: do we push back, or do we build a system that brings them in?" he added. 'Because the truth is, a story becomes more powerful when more people help tell it." Narayanan agrees that marketers must now learn to separate fads from durable trends. 'Predictive social media intelligence can help. Once that's clear, brands can align their digital moves with core values to ensure authenticity." Even users are finding emotional value in these virtual makeovers. 'I turned myself into a Ghibli character just for fun, but then realized it reflected how I actually wanted to be seen online," said Neha Verma, a Bangalore-based product designer. 'It's not about beauty, it's about fantasy." Also read: The cult of Lollapalooza and the fault lines in India's events infra The avatar trend also signals a deeper cultural shift. In a time when identity is constantly curated online, from bios and playlists to Pinterest boards and story highlights, AI has given people a way to visually manifest their inner narrative. For some, it's playful. For others, it's aspirational. But for everyone, it's intensely personal. Whether these avatars are passing distractions or the future of self-branding, one thing is clear: the consumer is no longer just a buyer, but a builder of worlds. And, in that world, brands don't just have to show up, but they have to play along. Because when everyone's a character, only the most creative narratives stand out.
