Movie Marketing Explained By Varun Gupta The Mastermind Behind Animal, RRR, Padman SUCCESS
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00:00 Ab Ranbir Kapoor waisa real life mein nahi hai.
00:02 He's a very sweet, individual, gentle, kind person who will sit and give you interview,
00:07 will be very kind, very sweet.
00:08 Wo itni level pe bhi baat nahi karega jitni level pe main kar raha hoon.
00:11 Is also very risky because ek hota hai Golmaal, jo series hai.
00:15 Aur ek hota hai Gaddar Aur Drishyam, jo kahaani ka continuation hai.
00:18 Two films with Kartik and Kiara in a span of one year, Bhool Bhulaiya and Satya Prem.
00:23 Aap dono ke campaigns dekh liye Zameen Aasmaan ka Phar.
00:25 Humne posters pe dikha hai, Akshay sir hai, Ruhi udh rahi hai.
00:29 To jisko jo samajhna hai, wo samjhe.
00:31 But we made it in a very front foot zone, jahaan pe humne bola, Superhero hai yeh pagla.
00:35 Where we said ki yeh wo Einstein ko sab pagal bolte the, yeh waisa ek pagal hai, pata nahi kya kar raha hai.
00:39 Hi, this is Jaya and you're watching me on Bollywood Now.
00:43 Aaj hai humare saath wo insaan, jo ki sari bari-bari filmon ke peeche,
00:47 jinka dimaag hai, the marketing man behind Varun Gupta.
00:52 Hi Varun.
00:53 Thank you Jaya, thank you so much.
00:53 Welcome to Bollywood Now.
00:54 Thank you, thank you.
00:56 Firstly I would like to know, what is this marketing man?
00:59 I think marketing has evolved with times and I started doing it in the year 2011.
01:06 Started with Marathi films.
01:08 Tab jo marketing ka role tha versus ab jo hai,
01:11 wo evolved hua hai because filme evolved hui hai, audiences evolved hua hai.
01:15 The mediums of marketing has evolved.
01:17 So, when I started doing marketing in 2011 of Marathi films,
01:23 television was the main medium I used to market because a lot of our audiences were sitting there.
01:27 Ki jo log TV dekh rahe hain aur tab appointment viewing hota tha,
01:30 9 bach gaye kya, KBC 9 baje hi aayega, wo miss ho gaya toh miss ho gaya.
01:34 Toh us hisaap se humne shuru kiya tha ki KBC ke andar integration zaruri hai,
01:40 waha pe koi spot chalega toh zaruri hai,
01:42 because humein pata tha humari maximum audiences TV dekhi rahi hai, radio sun rahi hai.
01:46 In the last 10 years, there has been a remarkable shift of audiences from television to digital,
01:52 to OTT, to online and to a lot of other sources.
01:57 Also what happens is na, hum digital ko bahut easily bolte the digital.
02:00 Digital mein itna saara hai, wo apna apne duniya hai.
02:04 So, it's not that digital mein maine sirf YouTube pe kuchh kar diya,
02:06 I mean you guys would know, you guys would have a Facebook page,
02:08 or Instagram page, or YouTube page,
02:11 and you will be very surprised to see the traction of the same content on 3 different pages.
02:15 Facebook pe wo alag tariqe se react karega, YouTube pe algorithms alag honge, Instagram pe.
02:20 So, to answer your question, marketing has evolved.
02:24 The role of a marketer has also evolved.
02:25 Mujhe lagta hai pehle, the role of the marketer was visibility.
02:30 Ki meri film ke baare mein maximum logon tak aap kaise poncha sakte ho?
02:34 That used to be like ki, you know, how would maximum people know that a film like this is releasing?
02:40 So, that is awareness, visibility.
02:42 Jo bahut time tak wohi, that was the main crux.
02:46 Ab mujhe lagta hai marketing ka game, jo dheere dheere change ho raha hai, specially after COVID and OTT,
02:52 is not just visibility, but it's context.
02:54 What context of visibility, number one.
02:57 Aur jaise maine bola, tab tak awareness tha, ab excitement hai.
03:02 Bahut bada difference hai.
03:04 Like if I ask you about a film,
03:06 you might be knowing that that film is releasing, you are aware.
03:09 But are you excited to go and watch it in the cinema?
03:12 Toh pehle awareness enough thi, ab excitement zaruri hai.
03:16 Because audience evolved hui hai, filme evolved hui hai.
03:19 Ab Friday ko do do teen teen filme aati hain.
03:22 Toh aapko pata hoga sabhi films ke baare mein.
03:25 Aap jiske baare mein excited hai, aap woh dekhne pehle jayenge.
03:28 So I think that evolution has happened a lot.
03:31 But jaha aapne awareness ki baat ki, toh wo awareness ka kaam bhi, I am sure aapka hota hoga.
03:36 Bilkul, abhi bhi hai.
03:37 Toh wo kaisa approach karte ho aap?
03:38 Toh abhi bhi kya hota hai, jaise South me bhi jab, when I work on a lot of South films,
03:43 they still have saved my name as PR.
03:46 They still don't say marketing, because maha pe marketing karke koi concept hi nahi hai.
03:50 In fact, long back when I started, marketing was, it still is,
03:54 a small department in one of the production houses.
03:58 Poster ban gaye, ab woh poster ko kaha lagana hai?
04:01 Kitne centres me bhejna hai?
04:03 Trailer ready ho gaya, ab ye trailer ko censor karke TV me dena hai, theatres me dena hai.
04:09 Tab online itna tha hi nahi.
04:10 I still remember when I was working for Dharma,
04:13 Yeh Jabani Hai Diwani ka trailer aaya tha,
04:15 and usne kuch 24 ghante me,
04:17 1 million views kiya tha, aur hum pagal ho gaye the Khushi ke maare.
04:20 Ki 1 million logon ne 24 ghante me humara trailer dekh liya.
04:23 Tab to views, buying, targeting, kuch nahi tha.
04:26 So we were very happy,
04:28 ki digital pe itna consumption ho gaya, but we were more focused on TV, on ground.
04:31 Ab aap dekhiye ye ho gaya hai that,
04:33 people have stopped doing on ground events, digitally apna trailer launch kar diya,
04:37 it's reaching out to a lot of people.
04:39 So as I said, the mediums are changing.
04:42 Visibility abhi bhi bahut important hai,
04:44 but visibility ke saath context important ho gaya hai,
04:47 ki aap wo visibility ke zarye kehna kya chah rahe ho aapki film kya hai.
04:51 So like my favourite go to example to explain anybody,
04:55 Saare Zameen pe,
04:56 ki you can call it a film for the kids,
05:00 for the parents,
05:01 for teachers,
05:03 an Aamir Khan film,
05:04 yeh sab alag alag promises hai.
05:07 It's very easy to say it is everything,
05:09 then you are confusing your audience.
05:11 So that I think is the role of positioning jo dheera dheera hai,
05:14 I think strategy and positioning is what is gradually people are realising it.
05:19 So yes, that's I think is the major major shift and differentiating.
05:22 But then jaise abhi aapne bola na ki,
05:24 Dharma, jab apne Dharma ka trailer launch ho,
05:27 toh usmein one million views aagaye the,
05:30 toh how do you see the success?
05:32 Ki matlab aap kaise measure karte hai,
05:33 ki this is the success coming from marketing things yaar,
05:37 how do you measure that?
05:37 That's actually very interesting and very confusing at the same time because,
05:42 zyada views aana,
05:44 doesn't mean that people will buy tickets of your film,
05:47 it is that they are consuming your content.
05:49 Ab hum abhi ek film ki baat kare the off camera,
05:52 jahaan pe aisa hoi nahi sakta,
05:54 kise ne wo film ka teaser ya trailer na dekha ho.
05:56 That is visibility.
05:58 But wo dekh ke bhi wo film dekhne nahi aaye,
06:00 matlab wo content unko appeal nahi kiya.
06:03 So now,
06:04 again according to me,
06:05 would you call it a marketing failure?
06:07 Would you call it a content failure?
06:10 Mujhe lagta hai marketing ka kaam hota hai sahi tarike se,
06:14 sahi audience ko aapki film ke liye excite karna.
06:17 I am de-complicating as much as possible.
06:20 Ki humko yeh pata hai that a film,
06:22 whether it's a Thank You For Coming,
06:25 versus a Bhool Bhulaiya,
06:27 versus a Triple R,
06:29 will have different sets and subsets of audiences.
06:32 Kuch log hai jo teeno filme dekhenge,
06:34 kuch log hai jo sirf shayad Thank You For Coming ko lehke excited honge,
06:38 ab wo ho sakta hai wo 2% log ho,
06:40 Triple R ke liye 70% log ho.
06:42 My job as a marketeer is not to make the producers of Thank You For Coming,
06:47 spend as much as Triple R,
06:49 and make them reach out to 70 people,
06:51 because wo kabhi dekhne hi nahi aayenge.
06:53 Mujhe target karna hai wo 2% ko,
06:55 jo yeh film dekhne aayenge.
06:57 Plus, keep that scope open,
06:59 ki main aur kitne log ko convert kar sakta ho.
07:01 So it is actually a science,
07:03 it is actually something that requires a lot of,
07:06 strategy and understanding,
07:08 but unfortunately, main 10 saal pehle ki baat kar rahe hoon,
07:10 main aapko abhi bhi bol sakta hoon,
07:12 a lot of people outside the industry,
07:14 and within the industry still think marketing is just doing events,
07:17 which it is not.
07:18 Matlab Animal Mamma ne kitne events kar liya hai,
07:20 it is not that.
07:21 It is about what you put out,
07:24 when, with what communication,
07:26 what is your promotional window,
07:27 what are your spends,
07:28 aapke spends kaunse mediums pe jaane wale hai,
07:31 har asset kya communicate karna chahata hai.
07:34 Agar maine Animal ke pre-teaser me,
07:36 Ranbir Kapoor ka attitude aur roop dikha diya,
07:38 toh main teaser me kya excite karunga?
07:40 Isliye Bobby Deol teaser ke end me aata hai.
07:42 So there has to be a talking point in every asset that you are putting out.
07:46 Kitna distance hona chahiye teaser trailer me,
07:49 gaane uske beech me hone chahiye,
07:50 baad me hone chahiye,
07:51 all this makes a lot of difference.
07:53 If you go back and think,
07:54 agar Animal ka campaign gaane se shuru hota,
07:56 aur wo pre-teaser nahi aata,
07:57 kya wo campaign ki journey same hoti?
07:59 Shahid nahi.
08:00 But ye input,
08:02 I don't expect the audiences to understand,
08:04 but I am assuming the producers are gradually understanding this,
08:07 the actors are gradually understanding this,
08:10 the directors are gradually understanding this,
08:11 isliye dheere dheere,
08:13 the kind of films that we are working on,
08:15 kis time pe hume involve kar rahein bhi change ho rahein.
08:18 Pehle film banne ke baad,
08:19 release hone ke do mahine pehle hume involve kiya jaata tha,
08:22 ab scripting set se involve kiya jaa rahein.
08:24 Ki do you think this is going right?
08:27 Because I always feel like the exhibitors,
08:30 we are the gap between what a filmmaker makes,
08:33 thinking the audiences will react,
08:36 and how the audiences actually react.
08:38 We see both of it very closely.
08:40 So it's a very very interesting space to be in.
08:42 Jaise ki aapne Animal ke baad kari,
08:44 toh I would like to know from Animals,
08:46 ki Animal ke peeche,
08:48 it was for sure marketing thing, you know.
08:50 Kyuki I have seen ki nah koi interviews hua,
08:54 nah kuch bhi nahi hua uske peeche,
08:56 na PR activities se jaada kuch.
08:57 So I would like to know from you,
08:59 ki iske peeche kitni mehnat lagi hai,
09:01 what was the challenge?
09:03 Kabhi kabhi bolte hai na,
09:04 kuch nahi karna bhi ek strategy hai.
09:06 Aisa nahi hai ki hume time nahi tha,
09:07 toh humne kuch nahi kiya.
09:08 It was very clear that the more we will open,
09:12 the less the excitement we'll get.
09:14 Now that is again specific to Animal.
09:17 Main har film mein same cheez nahi kar sakta.
09:19 For me it was very important that you have seen
09:21 Ranbir Kapoor like never before.
09:23 Ab Ranbir Kapoor waisa real life mein nahi hai.
09:25 He is a very sweet, individual, gentle, kind person
09:29 who will sit and give you interview,
09:30 will be very kind, very sweet.
09:32 Woh itne level pe bhi baat nahi karega,
09:34 jitne level pe main kar raha hu.
09:35 And phir aap bolo ki,
09:36 acha yehi kulhadi leke 100 logon ko maar raha hai.
09:38 I am saying we need to also understand somewhere that,
09:41 aap Yash ko li liye KGF.
09:44 Aap Yash ke interviews suniye,
09:45 versus what he is doing up on the screen.
09:47 I would rather push that,
09:49 and excite people to go and watch,
09:51 then release ke baad yeh karna sahi hai.
09:54 Kyonki aapne character ko jee liya hai,
09:56 ab aap question puchu,
09:57 uske peechhe kya gaya tha,
09:58 what were the workshops we did,
09:59 director ka point of view kya tha,
10:01 mera vision kya tha.
10:02 But main release ke pehle jab itna zyada karun,
10:05 it is kind of, I think, boring the audiences.
10:07 So it is very important,
10:09 jaise aapne bola hai,
10:10 Animal ke andar, less was more.
10:12 Ki hum dikha rahe the,
10:13 but hum Ranbir Kapoor ko,
10:15 Ranbir Kapoor ko usko Animal ki tarah hi dikha rahe the.
10:17 Toh isliye if you notice,
10:18 jab Bobby Deol ka bhi poster aata hai,
10:21 toh people started calling it Animal ka dushman.
10:24 Anil Kapoor ka poster hai,
10:25 Animal ka baap.
10:26 So the whole idea was,
10:27 we are building and selling characters,
10:29 not just the actors.
10:30 That's where the film becomes bigger than the actor.
10:32 Right.
10:33 So aapko lagta hai,
10:34 yeh saare actors ne,
10:35 they have taken the strategy,
10:37 now you know,
10:37 most of them is not doing anything.
10:39 Yeah, but that's what I'm saying.
10:40 It depends from film to film.
10:42 Humne just ek saal pehle,
10:43 Bhool Bhulaiya 2 mein sab kiya tha.
10:45 Because mujhe lagta hai uski zarurat thi.
10:47 Humme zarurat thi yeh kehne ke liye,
10:49 ki yeh Bhool Bhulaiya 2 hai,
10:51 lekin yeh woh kahaani ka continuation in a way nahi hai.
10:54 Drishyam woh kahaani ka continuation tha.
10:57 Toh just 2 laga dena,
10:59 is also very risky because,
11:00 ek hota hai Golmaal,
11:01 jo series hai.
11:03 Aur ek hota hai Gadhar aur Drishyam,
11:04 jo kahaani ka continuation hai.
11:06 So how do,
11:07 again this is pitching,
11:08 positioning,
11:09 strategy and communication.
11:11 Ab isko aap kaise kahoge?
11:12 I'm sitting over here talking to you,
11:13 people will listen to it.
11:15 When you put it out in the posters,
11:17 you can't write 10 lines on the poster.
11:19 Aap jab teasers kaatte ho,
11:20 usme film ke dialogues honge,
11:22 toh aap kis tariqe se yeh communicate karte ho?
11:24 That is forming the part of,
11:26 the current marketing scenario,
11:27 is what I'll put it as.
11:29 Agree.
11:29 Aapne kuch dirh pehle bataya hai,
11:30 ki jaise South mein aaj bhi log aapko PR,
11:33 PR kehte hai.
11:33 I would like to know from you,
11:35 ki difference kya hai,
11:37 PR aur marketing?
11:38 Bahut,
11:39 they are very interconnected,
11:41 isliye abhi bhi kaafi log confuse hote hain.
11:43 Lekin jitna interconnected hai,
11:45 utna hi clear differentiation bhi hai.
11:47 Pehli sirf PROs hi hote the,
11:49 Public Relations Officers,
11:51 jo kya karte the,
11:52 ki aapko publications bhi kam the.
11:54 So what used to happen is that,
11:57 unhone bola ki,
11:57 achha yeh chaar publications hai,
11:58 main unko jaanta,
11:59 hum aapne interviews yaha yaha karayenge,
12:00 film release ke pehle.
12:01 Chaar hi the,
12:02 toh chaaro chaar ho jate the.
12:04 And they used to make sure,
12:05 ki jo aap bol rahe hain,
12:06 jo aap kar rahe hain,
12:06 wo maximum logon tak,
12:08 through print,
12:09 through electronic,
12:09 pohnche.
12:11 Kuch PRs se unhone phir,
12:12 thodi strategizing bhi shuru ki,
12:13 jiski mai baat kar rahe ho,
12:14 ki sir yaha pe na yeh kuch alag karte hain,
12:16 wo kuch alag karte hain,
12:17 aur wo event walo ko leke,
12:18 kar lete the.
12:20 Gradually after,
12:21 we have started coming in,
12:22 and doing in the marketing,
12:23 thankfully itna achha hum log ka,
12:25 association aur talmeil baith gaya hai,
12:27 where we collectively strategize,
12:29 and then they decide,
12:31 how the audiences will know,
12:32 this has happened.
12:33 Jaise,
12:34 aaj main ek theatre launch karta hoon,
12:36 PVRR ki branding ke saath.
12:38 Ab yeh apne aapme bohot badi baat hai ki,
12:40 Hindustan ke sabse bade chain,
12:41 PVRR ne apni,
12:43 apna naam badal ke,
12:44 PVRR kar diya,
12:45 yeh kabhi nahi hua hai,
12:46 in the history,
12:47 of world cinema,
12:48 not even Indian cinema,
12:49 but yeh logon tak kaise paunchega,
12:51 yeh PR ka kaam hai.
12:53 Toh mera ek line hamesha yeh hota hai ki,
12:55 we are the mic,
12:56 they are the speakers.
12:58 Speakers ke bina mic kuch nahi kar sakta,
12:59 mai bolunga hum chaar log sun rahe hain,
13:01 speaker kitna phailayenge,
13:02 wahan tak pata chalega,
13:03 kya bola,
13:04 khaali speakers honge,
13:05 bolna kya hai,
13:05 nahi pata to speakers.
13:07 So it's a very,
13:08 it's a very strong,
13:10 co-working environment.
13:12 Kabhi kabhi,
13:13 jab ek director,
13:14 bahut clear hota hai,
13:15 ki usko kya communicate karna hai,
13:16 usko marketing ki zarurat nahi hai,
13:18 I am saying it,
13:19 very upfront that,
13:20 in fact,
13:21 hoga toh confusion hoga.
13:22 Like I think,
13:22 Rohit Shetty sir is very clear,
13:24 ki mereko mere film ko aise pitch karna hai,
13:26 uske posters yeh honge,
13:28 chaar hafte ka campaign karunga,
13:29 trailer launch karunga,
13:30 hoardings laga dunga,
13:31 do gaane aayenge,
13:31 film release ho jayegi.
13:33 He's clear with it,
13:34 and it's great.
13:35 So he might not never need a marketing person,
13:37 he has a PR person,
13:38 who will make sure ki,
13:39 jo wo karne wo,
13:40 amplify ho raha hai.
13:42 For directors who have made a film,
13:43 and are now thinking,
13:45 how to make it reach out to more people,
13:47 film maine bana di,
13:48 kahaani maine keh di,
13:49 like Satyaprem ki Katha,
13:50 is a very pure film.
13:52 It's a very pure film.
13:53 Agar wo jaisi film hai,
13:54 hum waisa ka waisa hi,
13:55 usko darsha dete,
13:57 shayad thode aur kam log dekhne aate.
13:59 But because we kind of didn't,
14:01 over pitch it,
14:02 but we kind of opened the film up,
14:04 thoda sa aur,
14:04 in our marketing,
14:06 we kept the purity of it,
14:08 but made it a bit more commercial.
14:10 So I think waha pe hota hai ki,
14:12 aapki additional audiences,
14:13 andar aate hain,
14:14 then your film speaks for itself,
14:15 what it is.
14:16 But when you go for a pitching,
14:18 like how do you pitch to the actors,
14:20 or directors,
14:21 ki aapka marketing process,
14:23 yeh hoga,
14:24 how do you do that?
14:25 It's very tough,
14:26 it is still on as I speak,
14:28 and I think,
14:29 jaise ek actor ke liye hota hai,
14:31 ek director ke liye hota hai,
14:32 that his previous film,
14:33 is his visiting card for his next meeting.
14:36 Toh jaise har actor yeh bolta hai,
14:37 har director,
14:38 har producer yeh bolta hai,
14:39 ki you know,
14:39 Friday to Friday,
14:40 cheezein change hoti hai.
14:42 Waise agar,
14:42 any film that I have marketed,
14:44 my team has marketed with me,
14:45 bahut achchi chali hai,
14:47 toh uske baad,
14:48 main agle 15 din meetings mein,
14:50 jo bhi bolunga,
14:50 sab maanenge uss baat ko ki,
14:51 haan yaar,
14:52 matlab what he said has worked.
14:54 And a lot of times,
14:55 I might have put in a lot of more effort,
14:56 in a film that has not worked.
14:58 But then like,
14:59 yeh itna gyaan kyu dera hai,
15:00 jo kiya tha,
15:00 wo toh chala hi nahi.
15:02 So for me,
15:03 more than pitching,
15:04 it is the body of work,
15:05 that has happened,
15:06 before that.
15:07 Secondly, I think the best way,
15:09 that I like to approach,
15:11 in a pitch is,
15:12 I would love to either,
15:14 see the film if it's made,
15:15 or hear a narration,
15:17 or understand the director's vision.
15:19 I always feel that,
15:20 I connect the most to the director,
15:24 then the producers,
15:25 actors and everyone,
15:26 because it is the director,
15:27 who wanted to tell that story.
15:29 I would like to believe so.
15:30 And then everything else,
15:31 fell in place.
15:33 Toh ek baar,
15:33 director yeh bolta hai ki,
15:34 haan this is how my vision of the film is,
15:37 not necessarily we'll follow that vision,
15:39 but we want to understand,
15:40 unke hesaapse yeh film kya hai.
15:43 Like according to Sandeep sir,
15:44 Animal is a father-son film.
15:46 Now imagine me pitching Animal,
15:47 just as a father-son film.
15:49 But usme carved in blood likhna,
15:50 bahut zaruri tha.
15:51 You know,
15:52 so I'm saying,
15:53 there are very small,
15:54 small things,
15:54 which will make,
15:56 a lot of difference.
15:57 But pitching is always,
15:58 understanding the film from the maker,
16:01 then come back,
16:01 which is my favourite part.
16:03 Then I come back,
16:03 and I present the maker,
16:06 how to pitch his own film.
16:08 Jo jo kahaani unhone kahi hai,
16:09 usko kaise bataya.
16:10 And always,
16:11 I always love the fact that,
16:14 all the brands,
16:15 if you see,
16:15 Fair and Lovely se leke,
16:16 Lux to Colgate,
16:18 use stories to sell their products.
16:21 We are selling stories.
16:23 So you know,
16:24 it is most of the people,
16:25 use emotions and stories,
16:26 to sell products.
16:27 Ki ek baap,
16:29 ek beti ko job nahi mil rahi hai,
16:30 usne Fair and Lovely lagayi,
16:31 ab uska baap bahut khush hai,
16:32 kyun usko job mil gai.
16:33 It's an emotion and a story.
16:35 Not getting into good,
16:36 bad or ethical,
16:36 unethical.
16:37 Similarly,
16:38 over here,
16:38 aap sochiye,
16:39 it becomes even more exciting,
16:40 when you have to sell a story,
16:41 not a product.
16:43 Toh bahut khubsurat hota hai,
16:44 and the best part is,
16:45 there is no way,
16:46 two campaigns can be the same.
16:48 Toh yeh impossible hai,
16:49 ki just because,
16:50 humne Animal mein ek cheez ki,
16:51 ab main har film mein,
16:52 wo karunga,
16:53 chalegi.
16:53 Impossible hai.
16:54 Agar same director,
16:55 aur same actor bhi film banaenge,
16:57 wo ho hi nahi sakta.
16:58 I did two films,
17:00 with Kartik and Kiara,
17:01 in a span of one year,
17:02 Bhool Bhulaiya and Satya Prem.
17:03 Aap dono ke campaigns dekh liye,
17:05 zameen aasmaan ka fark hai.
17:06 So that's,
17:07 so it is always,
17:08 what is the film,
17:09 accordingly the marketing campaign.
17:11 So that's my pitching process.
17:13 But koi aisa part,
17:14 other part agar leliye,
17:15 other side dekh liye,
17:16 toh kabhi aisa hua hai,
17:17 ke aapko convince karna para hai,
17:19 ki yaar mujhe yeh karna hai,
17:22 is project ke liye,
17:22 koi aisi ek movie.
17:24 Har baar.
17:26 Har baar hota hi hai,
17:27 because,
17:28 merko hamesha lagta hai,
17:29 ki directors na,
17:30 thode se purist hote hain.
17:32 Ki,
17:32 meri film toh yeh hai,
17:33 yeh karne ki zarurat hai kya?
17:35 Aur,
17:36 producers thode se aggressive hote hain.
17:38 Ki,
17:38 arey karo nahi karoge,
17:39 toh audiences kaise aayenge na,
17:40 hume opening chahiye,
17:41 hume business bhi karna hai.
17:43 So it's a very sweet bridge,
17:44 between the producers and directors,
17:45 where the director want to stay,
17:46 very true to the film.
17:48 And the producers,
17:49 and also sometimes the actors,
17:50 are okay going a bit overboard.
17:52 Toh balance karna,
17:53 bahut zaruri hota hai.
17:54 And honestly ussi ka maza hai.
17:56 Matlab the best part is when,
17:57 because all of them are working,
17:58 for the same film.
17:59 Sabke intention wo hi hai,
18:00 ki film chale.
18:01 But kabhi kabhi hota hai,
18:02 ki yaar yeh meri film nahi hai.
18:04 Jaise,
18:05 Agnipath is not Chikni Chameli.
18:07 Chikni Chameli is just,
18:09 just a,
18:11 medium to let more people know,
18:13 that Agnipath karke ek film aari hai.
18:14 It's your visibility.
18:16 But agar aap dekhenge,
18:17 Agnipath ki kahaani,
18:18 is very deep rooted.
18:19 It is a father-son story.
18:21 Theek hai?
18:21 It is a revenge story.
18:23 So again,
18:23 how you pitch,
18:25 is what matters.
18:26 But to answer your question,
18:27 aisa kai filmon me hua hai,
18:29 jahaan pe you know,
18:29 it's taken a lot of convincing,
18:31 ki karte hain, karte hain.
18:33 In fact,
18:33 Animal mein oolta hua hai.
18:34 It has taken a lot of convincing,
18:35 ki nahi karte hain.
18:37 Because there were so many
18:38 opportunities coming to us,
18:39 ki aap yahaan leke aaye Ranbir ko,
18:40 hum yeh kar sakte hain,
18:41 wo kar sakte hain.
18:42 And,
18:44 eventually even the producers
18:45 giving like,
18:45 kar lete hain yaar,
18:46 itna benefit milega,
18:47 wo hume itne spots denge,
18:48 itna yeh denge.
18:49 Main bole,
18:49 nahi zarurat.
18:50 We don't need it.
18:51 Let's not do it.
18:52 Toh in fact,
18:53 wo ek convincing alag type ki thi.
18:55 Jaise,
18:55 I didn't want Ranbir Kapoor
18:56 to go and dance on a GEC for Animal.
18:58 Kyun?
18:59 Matlab,
18:59 he's done that in
19:00 Tu Jhooti Mein Makkar.
19:01 Aur wo film ke liye,
19:02 wo zaruri tha.
19:03 Animal ke liye,
19:04 wo zaruri nahi hai.
19:04 It's a very internal film.
19:06 He doesn't need to go out
19:07 and dance.
19:08 Yeh jawaani hai,
19:08 Deewani mein,
19:09 we have made him dance
19:10 in malls and roads
19:11 on Battameez Dil
19:12 and Balampichkari.
19:13 Wo us film ki demand thi,
19:14 us time pe Ranbir ka
19:15 career graph wo tha.
19:16 Ab wo nahi karega yeh.
19:18 So you know,
19:18 that nahi karna chahiye.
19:20 But then it's an individual
19:21 actor's choice.
19:22 Again,
19:23 there are some actors
19:23 who are very aggressive.
19:25 Varun is very aggressive.
19:26 He wants to do
19:28 a lot of things.
19:29 I remember doing a film
19:30 with him called October.
19:32 Varun bolta hai,
19:32 colleges mein jaate hain.
19:33 Mola, October ke liye
19:34 colleges mein kaise jaayenge?
19:35 Varun, you are there
19:36 in the hospital
19:37 throughout the film.
19:38 You are taking care
19:38 of the girl that you love.
19:39 It's again a very
19:40 internal journey.
19:41 What do you want to go out
19:42 and dance?
19:42 What will you do?
19:43 But you know,
19:44 so he is very excited about,
19:45 you know,
19:45 going out there.
19:46 And he loves meeting people.
19:48 He loves,
19:49 you know,
19:49 going into the crowd,
19:50 talking to them.
19:51 Kartik is another person
19:52 who is also very aggressive.
19:53 He likes to, you know,
19:55 ki aaj kya kar rahe hain?
19:56 Aaj kya kar rahe hain?
19:57 So I was like,
19:57 tu film,
19:58 choose karne ke pehle
19:59 decide karne ke
20:00 film ka genre kya hai.
20:01 Uske hissaab se yeh hoga.
20:02 So,
20:03 but amazing guys
20:04 and they love to do
20:05 what they do.
20:06 And kabhi kabhi,
20:07 jaise mene bola,
20:07 actors ko kuch-kuch cheeze
20:09 convince karne me
20:10 wo hota hai ki,
20:11 nahi yaar yeh ek zaroorat
20:11 hai kya?
20:12 Toh jahaan pe bhi,
20:12 unko unke comfort zone
20:13 se thoda bahar nikalna hota hai.
20:15 It suddenly comes as if,
20:16 ki yeh zaruri hai kya karna?
20:18 So, bahot hota hai.
20:19 Bahot, bahot hota hai.
20:20 But I'm sure there are many actors
20:21 jinko karna hi nahi
20:22 pasand hota hai kuch.
20:23 Bahot hai.
20:24 Bahot hai,
20:25 jinko karna pasand nahi hota.
20:26 The funny part is,
20:29 unko nahi pata
20:29 ki unko karna pasand nahi hai.
20:30 So they will keep on arguing.
20:32 Ki nahi,
20:32 but yeh karke toh kya hoga?
20:34 It's not gonna help.
20:35 Let's not do it.
20:36 Kuch aur sochte hain.
20:38 Ab mene bola,
20:38 agar aapne banayi hi
20:39 love story hai,
20:40 aur yeh chaar tarikon se
20:41 love story promote ho sakti hai,
20:43 toh main action toh dal nahi sakta.
20:44 Toh agar film ka genre hi yeh hai,
20:46 toh yeh hi hoga.
20:47 Aur sabse badi cheez,
20:48 I think,
20:49 I think what I would like to also say is,
20:51 ki film ke genre ka bahot fark padta hai.
20:53 Hum log kabhi kabhi compare karta hai ki,
20:55 "Arey uski pichli film toh itne pe open hui thi,
20:57 yeh wali itne pe kyu nahi hui?"
20:59 It is also the genre.
21:00 Agar,
21:01 Tu Jhooti Mein Makkaar ek love story hai,
21:02 love story open hone ka ek apna daaira hai.
21:05 If you notice,
21:07 agar aap Kabir Singh ko
21:08 as a pure love story lo,
21:10 that is the highest grossing love story ever.
21:12 Uske alaaba,
21:13 aap kitni bhi classic love stories le leyen,
21:15 jo super hit hai,
21:17 wo kabhi bhi 130-140 crores ke upar nahi jaati hai.
21:19 Yeh Jawani Hai Deewani 180 crores gayi thi,
21:21 Kabir Singh 240 gayi.
21:23 Uske alaaba,
21:24 action film mein average bhi hoti hai,
21:26 toh wo 200 chali jaati hai.
21:27 But that is how the audience consumption pattern is.
21:31 Ki,
21:31 hamare hisaapse perception wise,
21:33 Race 3 is a film that didn't work.
21:35 But I think Race 3 aur Rocky Rani ki Prem Kahani ka business same hai.
21:39 But that is the genre.
21:40 That doesn't mean ki yeh film achi hai,
21:42 toh yeh film buri hai.
21:43 So that's what I would put it as.
21:46 Ki woh bahut saare parameters hota hai ek film ko
21:48 define karne ke liye.
21:49 Like very recently I'll tell you,
21:52 marketing ke agar hum baat kar rahe hain,
21:54 that how can a marketing help a film,
21:56 bahut clearly visible hota hai.
21:59 Good marketed film
22:01 and a good film ka combination
22:03 is outstanding.
22:04 That's when a Triple R works,
22:06 that's when a Bahubali works,
22:07 that's when a Bhool Bhulaiya works,
22:09 a Drishyam works,
22:10 ki usko opening bhi achi lagi
22:11 aur film achi hai toh aur chali.
22:13 Kabir Singh, Animal,
22:14 yeh saare wo examples hai.
22:16 Similarly aap liye liye,
22:17 let's say an example like Adipurush.
22:20 It got a very big opening.
22:22 Like just to give you a context,
22:24 Adipurush opened in Hindi at 34 crores.
22:27 Salar opened in Hindi at 15 crores.
22:30 Cheeke?
22:31 Salar came with a clash with Dunky.
22:33 But at the same time,
22:35 clash ke saath bhi woh day one number
22:36 bahut bada ho sakta tha.
22:37 Iss se toh bada ho sakta tha.
22:40 My point is that,
22:41 Salar ka word of mouth,
22:43 I think after Bahubali 2,
22:44 Prabhas ka sabse acha word of mouth raha hai.
22:46 Saho,
22:48 Kabhi word of mouth,
22:49 Saho was a film I worked on.
22:50 We opened at 28 crores.
22:52 That too on a non-holiday.
22:54 So my thing is,
22:56 agar Salar ka marketing usse saabse hota,
22:59 ki woh ek number pe open hoti,
23:01 word of mouth toh acha tha,
23:02 even today the lifetime of Salar
23:04 and Adipurush in Hindi is almost at par.
23:06 Because ek mein marketing blitzkrieg tha,
23:09 content appreciate nahi hua.
23:10 Ek mein itna marketing blitzkrieg nahi tha,
23:12 but content appreciate hua.
23:14 Agar yeh dono combine hote toh,
23:16 that's when the other film
23:17 jiska maine examples liye wo hota hai.
23:18 So it's always a mix.
23:20 But ek cheez hai,
23:20 ek achchi film ko chalne se koi nahi rokh sakta.
23:23 Ek buri film jiski bahut achchi marketing hui ho,
23:25 woh do din chalegi.
23:27 Toh yeh hi main difference hai.
23:28 Baaki it is eventually the film that'll work.
23:30 Nothing else.
23:32 But then,
23:32 jaise Adipurush ki baat hui,
23:33 jab itni backlashes aa rahe the,
23:35 did it affected you?
23:37 A lot.
23:38 Affected all of us.
23:40 And,
23:41 I'll be very honest,
23:42 backlashes toh teaser ke time se hi aa rahe the.
23:45 Toh aisa nahi tha ki humko film me backlash aaye,
23:48 wo dekhe jhatka laga,
23:49 because wo teaser ke time se hi aa rahe the.
23:51 I can talk about myself,
23:52 I don't know about how the director,
23:53 actors and the producers were thinking.
23:55 Obviously all of us were very hopeful,
23:57 because eventually film ka bus ban gaya tha,
23:59 opening itni badi hui thi.
24:01 Now if the audiences reject what they are saying,
24:03 I personally feel we should accept it,
24:05 because we have made the film for them.
24:07 And we should realize ki,
24:08 acha, probably we went wrong in understanding their expectations,
24:12 or probably,
24:14 they didn't understand what the director wanted to say.
24:16 Jo bhi hai,
24:17 humne film unke liye banayi thi.
24:18 Toh agar unko nahi achi lagi,
24:20 I don't think there should be any,
24:22 conversation or discussion about it.
24:24 We need to understand kya nahi acha laga,
24:26 next time take care of it.
24:26 I think we should just,
24:28 de-complicate most of the things.
24:30 But,
24:30 as a marketer it is very important to understand these trends.
24:34 Isliye agar aap notice karenge,
24:36 I marketed a film called Hanuman,
24:37 that's just released.
24:39 And,
24:40 the strategy was exactly opposite of Adi Purush.
24:43 Jahaan pe Adi Purush mein,
24:44 it kept on,
24:45 which was a fact,
24:46 that it's one of the most expensive films to come out.
24:48 Itne,
24:49 100 crore ki film hai,
24:50 matlab 300-400 crores ki film hai,
24:53 itna VFX hai,
24:54 ye hai, wo hai,
24:54 it's one of its kind.
24:56 Hanuman mein humne bola,
24:57 ye toh humne choti si ek film banayi hai.
24:59 Agar aapko achi lagi toh,
25:00 aapka badappan hai.
25:01 It is the audiences that will make it big.
25:03 We have made a very small film.
25:05 So now audiences are going with that expectation,
25:07 ki inne unne ek chote se budget mein,
25:08 itna acha bana liya.
25:10 Agar yehi film mein bolta,
25:11 200 crore mein baniya,
25:12 toh log bolta hai,
25:12 re kya 200 crore dalke yeh banaya.
25:14 So you know,
25:15 sometimes it is a lot of learning that comes in,
25:17 and eventually,
25:19 logko film acchi lagari hai,
25:20 isliye film chal rahi hai.
25:21 Correct.
25:21 Aapne itni saare filmon par kaam kiya hai,
25:23 you know.
25:24 But, if I ask,
25:25 one of your best work,
25:27 and one of your,
25:29 okay okay work,
25:29 theek hai,
25:30 we can't call it worst,
25:31 because no work is worst ever.
25:33 So, I would like to know from you.
25:35 Okay okay,
25:35 bohot saare honge.
25:36 Agar best choose karna hai,
25:38 toh I would say,
25:40 ek kya hota hai na,
25:41 aapko do teen parameters hai,
25:43 mere liye,
25:43 mere hissaab se.
25:44 Ek hota hai,
25:45 what has been your experience,
25:47 as a technician working on the film.
25:49 Ki aapka experience kya hai,
25:50 director ka response kya hai,
25:51 actor ka response kya hai,
25:53 how is the energy when you are discussing the ideas.
25:55 Ek hota hai,
25:56 yeh sab karne ke baad,
25:57 film ka result kya hai.
25:59 Jab yeh dono cheeze combine hoti hai,
26:00 usse baddi khushi koi nahi ho sakti.
26:02 So, that has happened in 'RRR' for me,
26:04 where the experience of working was so beautiful,
26:08 so beautiful,
26:10 with the actors,
26:11 with Raja Mauli Sir,
26:12 his family,
26:13 they were so involved,
26:15 and their only intention is,
26:16 how do we make it big.
26:17 Uske liye,
26:19 the smallest of idea in the room,
26:21 that can make the film big,
26:22 was welcome from anyone.
26:24 Toh wo environment itna encouraging tha,
26:25 that we were pushing ourselves,
26:27 ki yaar kuch aur sochte hain,
26:28 kuch aur karte hain,
26:28 kuch aur karte hain.
26:29 That's how the idea of 'PBRRR' came.
26:31 It's not that ki humne ek room mein baith ke socha,
26:33 humein yeh karna hai.
26:34 It came during the discussion,
26:35 where Kartikeya was there,
26:38 humari 'Walls and Trends' ki jo team hai,
26:40 waha pe wo the,
26:41 internal team poori thi,
26:42 and we were like,
26:43 how do we make it big,
26:43 how do we make it big,
26:44 and discussion karte karte,
26:46 that idea came up.
26:47 Toh, I think 'RRR' is that one film,
26:50 which I feel the experience was great,
26:52 and I still remember the excitement,
26:53 when it was releasing,
26:55 we could feel it around,
26:57 and the other was,
26:58 it'll be a shocker for a lot of people,
27:00 because then they'll say,
27:00 I would say,
27:01 bhool bhulaiya aur hai animal,
27:02 was 'Padman'.
27:04 Because 'Padman' mein again,
27:06 the experience was beautiful,
27:08 because it was Tina ma'am's first film,
27:09 as a producer,
27:11 and wo topic aisa tha ki,
27:13 we knew we had a big challenge,
27:14 in front of us,
27:15 and a lot of credit goes to Balki sir,
27:16 who's the director,
27:17 because he also comes from,
27:18 an advertising background,
27:19 so we understood,
27:21 what we want to do.
27:23 Now the name of the film is 'Padman',
27:25 you can't run away from the fact,
27:27 that it's about pads,
27:28 and I always feel,
27:29 you should own up,
27:30 what you're making,
27:30 and saying in the film.
27:32 Having said that,
27:33 it takes a film,
27:34 to change your mindset,
27:35 not a campaign.
27:37 Agar aap do minute ke trailer mein,
27:38 kisi ka thought badal sakte hai,
27:41 toh do ghante ki film,
27:41 banane ki zarurat nahi thi,
27:43 toh humne yeh decide kiya,
27:44 ki yeh campaign ko,
27:45 hum preachy campaign nahi banayenge,
27:47 ki bahut zaruri hai,
27:48 it is important,
27:49 it is, but wo film batari hai.
27:51 So how do you make a film,
27:52 which is on sanitary pads,
27:54 exciting and commercial enough,
27:56 for people to come and watch,
27:57 people who will connect to,
28:00 the issue,
28:01 will go and watch it,
28:02 but the idea was to tell it to people,
28:04 who think it is an issue.
28:06 So you have to reach out to people,
28:07 who think ki iske upar film kyu dekhni hai,
28:09 unhi ke liye film bani hai.
28:11 So we came up with a lot of things,
28:13 like chalo naam 'Padman' hai,
28:15 humne posters pe dikha hai,
28:16 Akshay sir hai,
28:17 Ruhi udh rahi hai,
28:18 toh jisko jo samajhna hai,
28:19 wo samjhe,
28:20 but we made it in a very,
28:21 front foot zone,
28:22 jahaan pe humne bola,
28:23 super hero hai yeh pagla,
28:25 where we said ki yeh wo,
28:25 Einstein ko sab pagal bolte the,
28:27 yeh waisa ek pagal hai,
28:28 pata nahi kya kar raha hai,
28:29 toh humne usko usse saabse pitch kiya,
28:30 koi naam 'Padman' tha,
28:32 jais Superman, Spiderman,
28:33 doosra,
28:34 we brought in the,
28:35 entrepreneurship angle,
28:37 jaise Guru mein ek angle tha,
28:38 we brought in that ki,
28:39 gaon ka ek aadmi,
28:41 usko ab humne wo nahi bata hai,
28:43 ki usko apni bibi ke liye kuch ka,
28:44 humne bola gaon ka ek aadmi,
28:45 he decided to do something,
28:47 ab usne wo apna business,
28:48 kaise shuru kiya,
28:49 gaon ki mahila ko le,
28:50 that is,
28:51 that will be more exciting to people,
28:52 than saying it was about,
28:53 how he started making,
28:55 the most low priced pads,
28:59 so it is just about,
29:00 how you are pitching it,
29:00 andar aake logon ko apnap,
29:02 wo cheez ka maza aata hai,
29:04 then how far would you go for your love,
29:06 it is about talking ki,
29:07 aapki shadhi ho gayi hai,
29:08 aap apni bibi ke liye kya kar sakta hai,
29:09 uske aage ka jawab nahi diya ki,
29:11 usse aadmi ne pad banaya,
29:12 humne bola bibi ke liye kya kar sakta hai,
29:13 it's a more universal thought,
29:14 and a more universal approach,
29:16 toh humne bohot cheeze ki 'Padman' mein,
29:18 and I still feel it's,
29:20 one of the finest campaigns,
29:21 in terms of experience and result also,
29:23 matlab for a film,
29:24 which is called 'Padman',
29:26 in a country where people,
29:28 can't even say it out loud in rooms,
29:31 mujhe lagta hai not that just the film did well,
29:33 but I personally feel,
29:35 that now in offices and homes,
29:38 it's become very casual to talk about pads,
29:40 which I think is a huge change,
29:42 and the entire credit for that goes to the film,
29:44 but the marketing made a lot of people watch that film,
29:47 so I think 'Padman' and 'Triple R' are two films,
29:49 which experience wise and result wise,
29:51 will always stay special.
29:52 - And 'Okie Okie'?
29:54 - Aa, bohot saari hai, bohot bohot saari hai,
29:57 but I would say, I always say this,
29:59 I think I've said this before,
30:00 in one of the meetings which I had,
30:02 that there was a film called 'Mubarka' Aneez bhai ki,
30:04 which had Anil Kapoor, Arjun,
30:07 and agar aap abhi bhi usko OTT pe dekhen,
30:09 mujhe lagta hai that film deserved much more,
30:11 it is a very typical quintessential,
30:15 family entertainer of Aneez bhai,
30:17 wo film aaj bhi mujhe lagta hai,
30:18 agar theek tarike se release hoti na,
30:19 wo film could have done better than what it did,
30:21 it didn't do very badly,
30:23 but I think it could have opened better,
30:25 it could have done better,
30:26 I think it's one of the better,
30:27 Aneez bhai's family comedies,
30:29 jab unki 'Welcome' aur yeh saari filme aarey thi,
30:32 'Ready', 'Welcome',
30:33 'Mubarka' is one film, I think it could have done better,
30:36 ek South ki film hai,
30:38 Khichaa Sudeep ki Vikrant Rona,
30:40 it did better than a lot of other South dub films,
30:43 but I think it could have done better,
30:45 because I thought that world creation,
30:47 fantasy was very very well done,
30:49 so wo mujhe lagta hai ki matlab,
30:51 aur kuch karte hota,
30:53 bahut recently do filme aaye thi isi saal,
30:55 dono newcomers ki film thi,
30:57 one was dono,
30:59 and the other was Farre,
31:00 Farre according to me again is a very well made film,
31:03 very very well made film,
31:05 and honestly I thought ki aaj nahi toh,
31:07 kal jab film release hogi na,
31:09 word of mouth se more people will come to watch it,
31:11 but unfortunately wo nahi hua,
31:13 ab jab OTT pe aaye gi,
31:14 I'm sure people are gonna lap it up and say,
31:16 wow it's a very good film,
31:18 so yeh kuch filme hai in the recent times,
31:20 which I felt ki,
31:22 agar thoda aur push karte,
31:24 ya kuch aur alag karte,
31:25 shayad kuch aur log aate hai yeh film dekhne,
31:28 because I felt Farre deserved much more than what it got,
31:31 Vikrant Rona, Mubaraka,
31:32 aur bhi mein jaise maine bola bahut hongi,
31:35 like even Street Dancer,
31:37 Street Dancer opened to a good number,
31:39 we did a lot of things,
31:40 a lot of marketing,
31:41 I don't think kuch aur kar sakte the,
31:43 humne saare tick box kiye the,
31:45 but then it opened at a 10 crore opening,
31:47 which is pretty good,
31:48 - Yes.
31:49 - Then eventually the film did the kind of numbers,
31:51 I thought it would have done,
31:53 so yes,
31:54 these are few films which I think were okay,
31:57 but aur bahut kuch kiya jaa sakta tha.
32:00 - Agar main aap creative conflicts ke baarein baat karna chahungi,
32:03 jahaan saare log ek saath,
32:05 ek film ke baarein mein soch rahe hote hain,
32:07 saare creative log,
32:08 toh how do you deal that ki,
32:10 you know kabhi kabhar kisi ke points,
32:12 jo match nahi karta hai kabhi kabhar,
32:14 toh how do you deal that?
32:15 - Hamisa match nahi karta hai.
32:16 - How do you deal that creative conflict?
32:18 - Honestly I enjoy that,
32:19 because most of the times,
32:22 I'm very happy about this in the creative field that,
32:25 zyada egos nahi aate uske beech mein,
32:28 because everybody is wanting it
32:30 for the betterment of the film,
32:31 yeh nahi hota hai ki just because
32:32 maine bola hai yeh hona hi chahiye,
32:34 hota hai,
32:35 but bahut kam hota hai,
32:36 but it is very honestly,
32:37 I don't take it as a challenge,
32:38 I take it as something that I like doing,
32:42 because ek actor ka apna ek approach hai,
32:44 ek director ka apna ek vision hai,
32:47 ek producer ka apna ek limitation hai,
32:50 jaise you know,
32:51 the actor would be like,
32:52 kuch bada karte hai na,
32:52 let's go to that place,
32:54 let's stand on that place and do something massive,
32:57 ab director sochega,
32:58 bar isse meri film ka kya lehna dena?
33:00 Producer sochega,
33:01 isme toh bahut paisa lag jayega,
33:02 uska return aayega hai ya nahi aayega?
33:04 So even when I'm pitching an idea,
33:06 a marketing idea,
33:07 I know the producer is thinking,
33:09 haan yeh sab toh theek hai,
33:10 isme kharcha kitna hone wala hai?
33:12 The director would think ki,
33:13 isse meri film ko kya fayada ho raha hai,
33:14 is it pitching the film in a wrong manner?
33:17 And the actor is thinking,
33:18 how is it making me look like if I'm doing this?
33:21 Toh yeh teeno parameters pe set hona hai,
33:22 and mere liye yeh hai,
33:23 yeh film ko fayada mand hai ya nahi hai?
33:25 Toh hi karu nahi toh nahi.
33:27 So that's why I think it becomes very interesting,
33:30 that everyone will have their point of view,
33:32 but the intention is to make it work for the film.
33:35 Kabhi kabhi kuch cheeze zyada karke,
33:37 I think film ko damage ho jata hai,
33:39 rather than you know,
33:40 getting,
33:41 like bahut log bolte hain controversy hai,
33:43 ya over marketing is also good marketing,
33:46 but I think correct positioning bahut zaruri hai.
33:48 Jaise even a film like Merry Christmas,
33:50 it is one of a very different,
33:54 not exactly niche,
33:55 but it's a unique kind of a film from Shriram Raghavan.
33:58 Aap jaisi bologe from the maker of Andhadhun,
34:00 you will expect ki aap bas film shuru karo,
34:02 and I should be shocked and thrilled and surprised.
34:05 This film is like a wine,
34:06 you know it takes time,
34:07 but jab chadti hai toh solid chadti hai.
34:09 That's exactly how Merry Christmas is.
34:11 It'll take its time,
34:12 you keep on sipping,
34:13 you keep on sipping,
34:14 and last 40-45 minutes,
34:15 you'll be blown.
34:17 The whole idea was not to pitch it as
34:19 Katrina Kaif, Vijay Setupati,
34:21 in a Shriram Raghavan film.
34:23 It was Shriram Raghavan,
34:25 his world,
34:26 with Katrina and Vijay Setupati,
34:28 because I didn't want it to burden the fact
34:30 ki Katrina ne iske pehle Tiger ki hai,
34:32 Dhoom ki hai,
34:33 she's a front foot commercial heroine.
34:36 Toh ye toh nahi ho sakta,
34:37 that again genre,
34:39 that Merry Christmas is going to open to that number.
34:41 It is not that kind of a film.
34:43 So I think the pitching was right,
34:45 isiliye even if that film opens to a 2-2.5 crore,
34:49 nobody says,
34:49 "Arey itne pehli khuli."
34:50 But the genre is such.
34:52 Dhobi Ghat ko opening number kya tha,
34:53 kisi ko yaad nahi hai.
34:55 You can't compare it to an Aamir Khan,
34:56 other openers of a Dangar or a PK.
35:00 Dhobi Ghat has its own audiences.
35:01 Similarly, Jhudwa and October are two different films.
35:04 Gunde and Lutera are two different films.
35:08 Uri and Sardar Udham Singh are two different films.
35:10 Yeh saari filme aachi hain,
35:11 but kuch filme,
35:13 commercial front foot hoti hain,
35:14 kuch filme thodi si sit back wali audience ke liye hoti hain,
35:17 aur wo hamesha commercially utna nahi karengi,
35:20 jitni front foot commercial filme karengi.
35:23 So that's what it is.
35:25 Mere dimaag mein bahut dehe se question aara.
35:27 Aur mai jab movie dekhne chahata hoon,
35:29 ya movie ke trailer ya teaser aata,
35:30 to bhi main sochti hoon,
35:31 this is so appealing,
35:32 you know visual marketing.
35:33 I would like to know visual marketing,
35:35 where it goes,
35:36 you know jab audience ko attract kar deti hai.
35:38 Recently ek example main aapko bhi doonge,
35:40 Archie's ka.
35:41 Jab I was very much you know,
35:42 appeal ke yaar yaar kitna pyaara dekhna,
35:44 all retro things,
35:45 all things.
35:46 But then it failed.
35:47 I would like to know what is visual marketing?
35:50 It's a,
35:51 it's I think according to me,
35:52 the most important vehicle of marketing.
35:56 Most important.
35:58 Hum ek film ka poster dekhke,
35:59 generally decide nahi karte hain,
36:01 humein film dekhniya nahi dekhniya.
36:02 Poster is more of a recall.
36:05 Ki haan yeh film ka trailer dekha tha,
36:06 acha hai,
36:07 dekhte hain.
36:08 Bahut kam aesa hota hai,
36:09 ki humne poster dekhke decide kar le,
36:10 film dekhniya dekhniya.
36:11 Unless it is something very striking
36:12 and very different.
36:14 But it is the trailer,
36:15 that makes and breaks everything.
36:17 Teaser, trailer, gaane.
36:20 Mujhe aesa lakta hai,
36:21 aur mera bahut strongly yeh maanna hai,
36:22 ki agar ek film ka visual appeal sahi hai,
36:24 jaise aap bol rahe hain.
36:26 As an audience,
36:27 Drishyam mein woh hi hua tha.
36:29 Drishyam also means visuals.
36:30 But uska yeh hi hua tha,
36:32 that we just ensured ki,
36:34 maximum log jab theatre jaa rahe hain,
36:35 uske pehle ki filme dekhne,
36:37 wo Drishyam ka trailer bade screen pe dekhe hain.
36:40 And I like going to cinema halls,
36:42 to just check how audiences are reacting.
36:43 Drishyam ka trailer khatam ho ke,
36:44 logon ne bola,
36:45 yeh film agli hai, dekhniye.
36:47 Normal audiences.
36:48 So I think,
36:49 usse bada marketing tool koi nahi hai,
36:53 visual promotions,
36:53 which is teasers, trailers.
36:55 That's where the strategy comes in the most.
36:57 Jo mein communication ki kab se baat kar raha hoon.
36:59 That is the strongest medium of communication,
37:01 because you are selling something,
37:03 that is visually appealing.
37:04 So the visuals of that have to be,
37:07 very strongly appealing.
37:08 Ab uska teaser kya hona chahiye,
37:10 teaser ka sur kya hona chahiye,
37:12 voiceover hona chahiye,
37:13 song hona chahiye,
37:14 one-liner dialogues hone chahiye.
37:16 Bohot baar aap dekhenge,
37:18 aapko teaser dekhne lagega ki,
37:19 yaar, bohot interesting hai.
37:21 Jaise hi trailer hain,
37:22 aapko lagega,
37:22 nahi teaser hi theek tha,
37:23 trailer thoda zyada,
37:24 you know,
37:24 sometimes more information is a problem.
37:26 Classic case,
37:27 I saw the teaser of Shamshera,
37:30 I think this film is going to blow up.
37:33 Kya lag raha hai,
37:34 because aap na,
37:35 bohot cheeze dikhate nahi hoon.
37:36 Sanjay Dutt ki khali choti aayi,
37:38 Ranbir Kapoor ka wo look aaya,
37:39 last me do Ranbir Kapoor aaya,
37:40 I was like,
37:41 this is mad.
37:42 I am coming up with my theories.
37:43 Aap Animal ka teaser dekh liye,
37:44 last me Bobby Dholkhali darwaza kholke,
37:46 do log kantar bulata hai.
37:48 Jitni theories aayi hain usko leke,
37:49 I don't think koi suspense film pe bhi
37:51 utni theories aayi hongi.
37:53 So I think always when you not show everything,
37:56 and keep something intrigued,
37:58 people will discuss about it.
38:00 Toh mere haisaapse,
38:01 woh bohot important medium hai,
38:02 aur hamara majority discussion,
38:04 marketing meetings me ye hi rahta hai,
38:06 ki hum visually kya dikha rahein,
38:07 aur us visual ko logon tak travel karne ke liye
38:10 kya kya karna padega.
38:10 Humme digital kya karna padega,
38:12 ground pe kya karna padega,
38:14 radio pe kya karna padega,
38:15 TV pe kya karna padega,
38:16 aur har film ka media mix alag alag hota hai.
38:19 Jis film ke gaane strong hai,
38:20 mujhe radio pe bhi focus karna hai,
38:22 mujhe TV pe bhi focus karna hai,
38:23 mujhe digital pe,
38:24 reels pe,
38:25 Spotify pe,
38:26 sab pe focus karna hai.
38:27 Jis film ke gaane,
38:29 mera driving factor nahi hai,
38:31 one-liners driving factors hai,
38:32 toh mujhe theatres me,
38:33 dialogue promos,
38:34 one-liners,
38:35 uspe focus karna hai.
38:37 So, it is always a mix and match of everything that goes.
38:40 Agar aapke career graph ki baat karein,
38:42 toh kai saari filmon pe aapne kaam kar liya,
38:44 to be precise, 118.
38:46 Yes.
38:47 If I'm not wrong.
38:48 Yes, 118.
38:49 I would like to know,
38:50 kai films aaya aapke paas,
38:52 kai aapni pitch kiya hoga jaa kar,
38:54 koi aise film jiska marketing aap khud karna chahate the,
38:57 but aap kar nahi paaye.
38:59 Main har film jo release hoti hai,
39:01 uski marketing karna chahata hu,
39:02 because out of my sheer passion for films,
39:04 it is not just about,
39:05 ki I want to be a part of every film that comes.
39:09 Honestly, I love cinema that much.
39:11 But,
39:13 ek film mujhe lagta hai,
39:14 mainne pitch bhi nahi kiya tha,
39:15 but mujhe pata tha ki internal team hi karne wali hai,
39:18 they are not going to take marketing consultants,
39:20 unki internal team kaafi kaabil thi wo karne ke liye.
39:23 And I think unhone,
39:24 itna achcha kaam kiya hai,
39:26 ki mujhe lagta hai,
39:27 main hota toh aise ek bhi cheez aur nahi hai,
39:29 ki main bolta,
39:29 agar main hota na,
39:30 main yeh karta aur better hota,
39:31 that is Gadar 2.
39:33 So, my friend Neeraj,
39:34 he is the marketing head of Zee Studios,
39:37 and he did a phenomenal job,
39:38 and he and I were talking throughout the campaign,
39:40 kyunki mera Adi Purush ka campaign chal raha tha,
39:42 uska Gadar ka campaign chal raha tha.
39:43 So, we used to talk to each other a lot.
39:45 And,
39:47 mainne bola bhai,
39:48 tu jo kar raha hai,
39:49 ikdum sahi kar raha hai,
39:50 aur tab tak Adi Purush was also very hot,
39:51 he is like,
39:52 tu bhi jo kar raha hai,
39:52 bahut sahi kar raha hai.
39:53 Bola, the best part is,
39:54 you are playing on nostalgia.
39:56 You are not playing on Gadar 2,
39:58 you are playing on Tara Singh.
40:00 Toh wo nostalgia ultimate hai,
40:02 jo maine Drishyam me bhi kiya tha.
40:04 Drishyam was a film where I worked on,
40:05 where I was very clear that,
40:06 it can't be a remake,
40:08 it can't be,
40:08 it is something that you have connected to
40:11 Vijay Salgaonkar and family.
40:13 Ab wo family ke upar firse khatra hai,
40:14 kya karoge?
40:15 So, I think Gadar 2 was one of,
40:17 and I am not saying because film has become big,
40:19 I always say marketing campaign is a success
40:21 when the film opens well.
40:23 I mean, nobody can take the success for
40:25 Kantara and Kartik here.
40:27 They opened at 40 lakhs,
40:28 25 lakhs,
40:29 30 lakhs,
40:30 and then they did great numbers.
40:32 So, that's great film,
40:33 but not marketing.
40:34 Gadar is a,
40:35 again, jo hum baate kar rahe the,
40:37 it's a great example of great marketing
40:38 and great film.
40:40 So, I think that was one film that,
40:43 I knew I was not doing because,
40:44 they were not looking at marketing consultants,
40:47 but it was a brilliant,
40:48 brilliant job done.
40:50 But then again, I have a question ki,
40:51 agar koi film nahi chalti hai,
40:53 theek hai,
40:53 toh, aur na usme promotions me jyada mehnad,
40:57 na usme jyada promotion me mehnad kiya gaya hai,
41:00 na usme marketing me kuch mehnad kiya gaya hai.
41:02 Toh,
41:03 yeh kehna sahi hoga,
41:04 ki marketing me agar marketing kar lete toh,
41:07 shayad film chal jati.
41:08 Film ka chalna hamesha film ke upar depend karta hai,
41:11 lekin film ki opening,
41:13 thodi si marketing ke upar depend karti hai.
41:15 Toh,
41:16 ho sakta hai ki,
41:17 koi film aap bolo ki,
41:18 arey overall it's not worked.
41:20 But agar uski marketing thodi ki jati,
41:22 toh agar usne abhi lifetime 15 crore kamaye,
41:24 shayad 17 crore kama leti.
41:26 Yeh kabhi nahi hota ki,
41:27 wo super hit ho jati.
41:28 Kyonki agar film achi nahi hai toh nahi chalegi.
41:30 Aap agar dekhe bhi toh,
41:31 bahot kam aise examples hain,
41:33 jahaan pe aap bolenge,
41:34 arrey yeh film ne itna kama liya,
41:36 but film toh acchi nahi thi,
41:37 bahot kam hota hai.
41:38 People might have their point of view,
41:39 ki yeh film chali,
41:40 but yeh itni acchi nahi hai,
41:41 that's separate.
41:42 But,
41:43 bahot kam film hoongi,
41:44 jo marketing ke wajah se,
41:45 super hit ho gayi hongi.
41:46 Haan, aap 2 crore extra kama loge,
41:47 because aapka day 1 bahut accha hoga.
41:50 The classic case of Salar and Adipurush.
41:52 That's how I'll put it.
41:53 So, I would like to ask,
41:54 jaise ki aapne box office ke baare baati hai,
41:56 ki Salar aur Adipurush chali,
41:58 toh I would like to know,
41:59 abhi kya hai box office ka right now?
42:01 I think the audiences genuinely,
42:03 woh hamesha se na,
42:05 I see a lot of interviews where people say,
42:07 audiences have become very smart.
42:08 They were always very smart.
42:09 They were always very, very, very smart.
42:12 Ab bas yeh hogaya,
42:13 because of social media na,
42:14 humein bahut jaldi pata chal jata hai,
42:16 ki unko kya accha lag raha hai,
42:17 kya nahi accha lag raha hai.
42:19 Toh box office mujhe lagta hai,
42:21 it is the best time to make films,
42:24 and not projects.
42:26 Because audiences ko pata chal jata hai,
42:28 agar aapki film,
42:29 dil se banayi bhi ek kahaani hai,
42:31 jo ek filmmaker apne actors ke through kehna chahata hai,
42:33 the audiences connect to it,
42:35 whether it is,
42:36 Triple R,
42:37 Animal,
42:38 or Twelfth Fail.
42:39 North Pole, South Pole hai sab kuch.
42:41 Ek Dream Girl 2 bhi chalti hai,
42:43 Satya Prem bhi chalti hai,
42:44 Rocky Rani ki Prem Kahani bhi chalti hai,
42:46 Gaddar bhi chalti hai.
42:47 So, I am very happy,
42:48 Sam Bahadur bhi chal rahi hai,
42:49 Animal bhi chal rahi hai,
42:50 Oh My God bhi chal rahi hai.
42:51 So, I think it's brilliant.
42:52 Aisa bilkul nahi hai,
42:53 ki audiences cinema mein film nahi dekh rahe hain.
42:55 Hanuman is doing so well.
42:57 I am so happy because,
42:58 that's one film that I have been emotionally connected to,
43:01 since one and a half years.
43:03 And I really wanted that film to do well,
43:05 and it just feels so happy,
43:06 that you know,
43:07 the filmmaker and everybody are getting that,
43:09 you the producers have worked so hard,
43:10 in making the film where it is.
43:12 Again, that's a combination that,
43:13 the film opened very well.
43:15 I mean it opened bigger than,
43:17 Kamal Sawant's Vikram,
43:19 it opened bigger than Kantara,
43:20 Kartikeya and KGF.
43:23 So now that's again a classic example,
43:24 of good marketing and great content.
43:27 But to answer your question,
43:28 box office mere haisaab se,
43:30 itna dynamic hai,
43:30 ki aap achchi film banaoge,
43:31 chalegi hi.
43:33 Agar wo market kar loge,
43:34 toh aur achchi chalegi.
43:35 Nahi karoge toh,
43:36 jitna kamayegi uske haisaab se,
43:38 wo kamayegi.
43:38 So I think the box office is,
43:40 it's a great time to tell good stories,
43:42 I feel.
43:43 Coming to you,
43:44 agar main aapse jaana chaho,
43:45 ki you know,
43:46 you have been talking,
43:46 you have been in this business,
43:48 since too many years now.
43:50 Toh I would like to know ki,
43:52 matlab how do you research your part,
43:54 you know,
43:55 audience ko ab kya pasan aa rahi hai,
43:57 kyuki yeh bahot bara aur important part hai.
43:59 Bahot, bahot.
43:59 So how do you do that?
44:01 Sabse zyada hota hai,
44:02 I think is the audience reaction,
44:04 to the units and assets,
44:05 that are coming out.
44:06 Not just for the films,
44:08 that I am marketing,
44:08 but any film that comes.
44:10 Toh jab koi film ka teaser aata hai,
44:13 koi film ka trailer aata hai,
44:14 koi film ka announcement poster aata hai,
44:16 I love to go and read the comments.
44:18 Aur na,
44:19 aaj kal yeh bhi samajh mein aata hai,
44:20 kaunse comments genuine hai,
44:21 kaunse comments seeded hai,
44:23 pata chal jata hai,
44:24 kaafi had tak.
44:25 Kyuki aap seed kar ke bhi,
44:27 kitna karoge.
44:28 Eventually jo aam janta,
44:29 jo baat kar rahi hai,
44:30 wo aati hai.
44:31 Toh I think wo delusional,
44:33 nahi hona bahot zaruri hai,
44:35 for a marketer.
44:36 Ki agar Twitter ke upar,
44:38 meri film trend kar rahi hai,
44:39 matlab wo hit hai,
44:39 aisa bilkul nahi hai.
44:41 Audiences ko,
44:42 aapke assets kaise lag rahe hain?
44:44 Aapke assets kya,
44:44 sahi audiences tak pahunch rahe hain?
44:46 Wo unko dekh ke kaisa response?
44:48 Jaise mujhe pata hai,
44:49 bahot kam filmon ke posters,
44:52 track karte hain.
44:52 Matlab track as in,
44:53 they are like,
44:54 yeah it's good.
44:55 Animal ke posters,
44:56 bahot zyada track kiye the.
44:58 Aur yeh maine notice kiya,
44:59 yeh kab hota hai?
45:00 Because aapne,
45:01 ek baar Ranbir Kapoor ko dekha hai,
45:02 kurte mein,
45:03 kulhadi aur blood mein,
45:04 cigarette jalate hai.
45:05 Next poster mein,
45:06 aapne usko suit mein dekha hai,
45:07 with glasses.
45:09 So,
45:10 aapne kabhi usko aise dekha hi nahi hai,
45:11 toh you're like,
45:12 wow.
45:13 Toh south mein,
45:14 bahot achche posters bante hain.
45:16 Mujhe lagta hai.
45:17 Ki unke posters ko dekha hai,
45:18 jaise Upendra sir ki ek film aari hai,
45:20 UI karke.
45:21 I have no clue,
45:22 what that film is about.
45:23 But uska ek poster tha,
45:25 jisme koi hero ka face nahi,
45:26 kuch nahi.
45:27 Bas ek,
45:28 ghode ka close up tha,
45:30 and UI likha hua tha,
45:31 wo ghode ki naal se.
45:33 I was like,
45:33 that was so interesting.
45:35 Ab wo film kya hai,
45:36 mujhe kuch nahi pata hai.
45:37 Hope kuch connection ho.
45:38 But,
45:39 mujhe jis hisaab se lagta hai,
45:41 that visual,
45:42 yeh bhi ek visual medium hai,
45:44 to say things.
45:46 So,
45:46 yeh dheere dheere jis hisaab se jaa raha hai,
45:48 it is,
45:48 as a marketer for me,
45:49 it's very important to gauge,
45:51 what is getting their attention,
45:53 what they are liking.
45:55 Aur jab film mein,
45:56 main market karu,
45:57 I make sure that,
45:58 these things are taken care of.
45:59 Jaise pehle hota tha ki,
46:01 character posters,
46:02 logon ko pasand aate the,
46:03 and they used to track.
46:05 Ab yeh ho gaya ki,
46:06 haan humein pata hai ki,
46:06 agar Housefull ya Golmaal aayegi to,
46:08 har aadmi ka ek ek poster to aana hi hai.
46:10 To ab wo daal ke,
46:11 main koi excitement generate nahi kar raha hu,
46:13 main awareness generate kar raha hu.
46:16 To as a marketer,
46:16 it is very important to be,
46:18 not delusional and understand,
46:19 what is it that is,
46:20 exciting the audiences.
46:22 You were talking about,
46:23 abhi South ke posters are better.
46:25 I would like to know ki,
46:25 South ka working culture,
46:27 and humare side,
46:28 Bollywood ka,
46:29 ya Hindi cinema kah lijiye,
46:31 to uska kitna difference hai,
46:33 working culture and the audience,
46:34 if I say audience.
46:35 Audience mein,
46:36 zameen asman ka fark hai.
46:39 South mein,
46:39 the reason aaj bhi marketing,
46:42 is not really a known term,
46:44 because they don't need it.
46:46 Why?
46:47 Because the audiences over there,
46:49 are waiting for the films,
46:50 to come and see it.
46:51 So you just need to inform them,
46:53 jo humara pehle awareness aur,
46:54 excitement wala tha,
46:56 the audiences over there,
46:57 are already excited.
46:58 You just need to inform them,
46:59 wo theatre aajayenge film dekhne.
47:01 Wo is had tak baat hoti hai,
47:03 South mein,
47:03 I am always taken aback,
47:04 and I am in awe of the audiences,
47:06 over there.
47:07 Aap koi ek film ke baare mein bol rahe ho,
47:09 yeh 12 tarik ko aayegi hai,
47:10 12 tarik ko aayegi hai,
47:11 aap 6 tarik ko bol rahe ho,
47:11 ab yeh 12 ko nahi,
47:12 yeh 18 ko aayegi.
47:14 Kabhi aap bolo ke 18 ko aayegi hai,
47:15 12 ko aayegi hai,
47:16 wo kabhi bhi aayegi hai,
47:16 audiences bhar bhar ke aayegi hai,
47:17 dekhne ke liye.
47:18 So it is their love and passion,
47:20 for cinema.
47:21 I also agree,
47:22 you don't need the visibility,
47:24 marketing over there,
47:25 you need the strategy,
47:25 marketing over there,
47:26 jo ab hone lagi hai,
47:27 dheere dheere.
47:29 Over here,
47:30 the difference is,
47:31 the audiences need to be excited,
47:33 they are choosy.
47:34 I can very safely say ki,
47:36 South mein films is a religion,
47:38 it is not an option of,
47:41 my weekend plan.
47:43 Yaha pe films are still an option,
47:45 of a weekend plan,
47:46 and to each his own,
47:47 koi sahi, koi galat nahi hai,
47:48 but as a person,
47:50 from the industry,
47:51 I need to convince,
47:52 the Hindi audiences a bit more,
47:54 to spend the money,
47:55 and watch a film,
47:56 because it is not,
47:57 ingrained in our culture,
47:59 to do it every weekend.
48:00 To only if we hear,
48:02 arre yeh film bahut achi hai,
48:03 interesting lag rahi hai,
48:04 is weekend yeh dekhenge,
48:05 tab jaake wo film hai,
48:06 dekhte hum,
48:06 wo choti film hai,
48:07 badi film hai,
48:08 secondary hai.
48:09 To I think the role of a marketeer,
48:11 is a lot more in Hindi.
48:13 In South,
48:13 you just have to put out,
48:14 the right assets,
48:15 and they are in,
48:16 they are already excited,
48:17 to watching films.
48:17 Bahut,
48:18 bahut bada difference hai wo.
48:20 I'm just keen to know,
48:21 merek sawaal hai,
48:22 yeh ki,
48:23 maine dekha hai,
48:24 hamesha mostly,
48:25 aaj,
48:25 kuch time pehle,
48:26 jab South ki movies,
48:27 kaafi chal rahi thi,
48:27 theek hai.
48:28 And then now I see ki,
48:29 har Bollywood filmer mein,
48:31 jaise aap Merry Christmas,
48:32 le liye liye,
48:33 Rashmika ka movie dekh liye,
48:34 Rashmika ke bhi kahi,
48:35 line to line,
48:36 they take,
48:37 South actors in the Bollywood,
48:39 is that the new strategy?
48:41 I think,
48:42 bahut khubsurat hai,
48:43 yeh jo ho raha hai,
48:44 is you know,
48:44 hum kap se baat karte hai,
48:45 Vasudhaiva Kutumbat,
48:46 hum se leh ke yeh bolte hai,
48:47 the lines should get blurred,
48:49 and all of it.
48:50 Finally,
48:50 yeh ho raha hai that,
48:52 people are thinking,
48:54 not just thinking ki,
48:55 acha humare paas,
48:55 itne actors,
48:56 itne actresses hai,
48:57 toh mujhe agar yeh kahani,
48:58 kehni hai,
48:58 mere paas yeh hi hai.
49:00 Ab suddenly,
49:00 aapka jo menu card hai,
49:02 wo khulke ho gaya hai,
49:03 ki mere paas,
49:04 Kannada mein bhi log hai,
49:05 mere paas,
49:07 Tamil mein bhi log hai,
49:08 mere paas,
49:09 Telugu mein bhi log hai,
49:11 toh what is happening now is,
49:13 I think it's very interesting,
49:14 and you know,
49:15 usse bhi zyada khubsurat baat kya hai,
49:16 jo aapne kahi,
49:17 ki Vijay Setupati in Merry Christmas,
49:20 will talk like Vijay Setupati talks,
49:21 usko dub karke,
49:22 aap ekdum Hindi nahi banaenge,
49:24 bahut khubsurat baat hai,
49:25 that,
49:26 it is now looking like,
49:28 one country that's making films,
49:30 it's not just languages.
49:32 So if you're able to maintain,
49:33 the individuality,
49:35 of the actor and the character,
49:36 Ram Setu mein,
49:38 I'm forgetting the name of the actor,
49:39 who plays this,
49:41 incarnation of Hanuman,
49:42 in a manner Ram Setu film ke andar,
49:44 he's also an actor from the South,
49:46 bahut khubsurat kaam kiya,
49:47 unka poora pehnawa,
49:49 lungi unki,
49:50 he is representing his state,
49:51 in a very interesting manner.
49:53 So I think,
49:54 wo ab ho raha hai,
49:55 aur wo bahut khubsurat,
49:56 teh se Rashmika bhi,
49:57 in Animal,
49:58 I know it's been a meme fest,
50:00 but,
50:02 she was talking the way she talks,
50:03 I mean,
50:04 wo bataya tha ki,
50:05 uska background South hai,
50:06 film mein,
50:07 similarly Vijay Setupathi sir,
50:09 in Merry Christmas,
50:10 so I think it's a great,
50:11 great thing to happen,
50:13 ki hum unko yaha pe la ke,
50:15 typecast nahi kar rahe hain,
50:15 humare log waha jaa ke,
50:16 typecast nahi ho rahe hain,
50:17 wo jaise hai,
50:18 waise represent ho rahe hain,
50:19 I think it's very important.
50:20 But absolutely,
50:20 it's a great thing,
50:21 I totally agree,
50:21 but then yeh hua,
50:22 after that,
50:23 all the South and,
50:24 world controversy.
50:25 100%,
50:27 and I think it is,
50:28 it is a good thing,
50:29 moving forward,
50:30 ki Prabhas is working with,
50:33 Ashraddha Kapoor,
50:35 Prabhas is working with Kriti,
50:37 is tariqaise itne abhi,
50:40 cheezein aage chalke bhi,
50:41 hone wali hai,
50:42 there are lot of films,
50:43 where you will be very amazed,
50:44 to see the kind of combinations,
50:45 that are coming up,
50:45 I think it's great,
50:46 it's like a industry is growing.
50:49 Matlab aur aapke series mein,
50:50 ads hone wale hai,
50:51 saare movies,
50:51 fingers crossed,
50:52 yes,
50:53 I would like to,
50:54 end the conversation,
50:55 I would like to know,
50:55 thoda sa aapki journey ke,
50:57 baare me bhi,
50:58 keri journey,
51:00 touch wood,
51:00 bahut,
51:01 I'm very grateful for,
51:03 whatever and however,
51:04 that's been,
51:04 and I still feel,
51:05 it's just,
51:05 just,
51:06 just,
51:06 the beginning,
51:07 is,
51:08 I started off,
51:09 by marketing Marathi films,
51:10 because,
51:12 Hindi films mein,
51:12 maine jitna bhi try kya,
51:13 sabne bola,
51:14 experience chahiye,
51:14 experience chahiye,
51:15 and marketing karke,
51:16 kuch,
51:16 strongly tha nahi,
51:18 so I marketed,
51:19 Marathi films,
51:20 for Zee Talkies,
51:21 and I did that,
51:22 for a year,
51:23 then through an,
51:24 employment exchange,
51:25 I got a call from,
51:25 Dharma,
51:26 student of the year one,
51:27 was my first,
51:28 film that I marketed,
51:29 my first Hindi film,
51:30 was student of the year one,
51:32 so Varun,
51:32 Siddharth,
51:33 Alia,
51:33 all of us,
51:33 we made a,
51:34 literally made a,
51:34 Hindi debut from,
51:36 that film,
51:37 then I was in,
51:37 Dharma for three and a half,
51:38 years learnt a lot,
51:40 learnt a lot,
51:41 and from then,
51:42 I stepped out,
51:44 and started,
51:46 then you know,
51:46 then in partnership,
51:47 I started,
51:47 because I didn't know,
51:48 anyone outside Dharma,
51:50 so then in partnership,
51:51 I started off,
51:51 doing my marketing,
51:53 consultancy,
51:54 then after two years,
51:55 I let go of the partnership,
51:56 and said,
51:56 ab jo bhi jitna bhi karna hai,
51:57 main akele hi karunga,
51:59 so now it's been eight years,
52:00 that I've been doing,
52:01 what I'm doing,
52:02 and I'm so happy,
52:02 and thankful to my team,
52:03 because,
52:04 the team back at,
52:05 Max Marketing,
52:06 helps me,
52:08 and us as a team,
52:09 together to achieve,
52:10 what all we achieve,
52:11 so like Rohan,
52:12 who has been with me,
52:13 since the time Max started,
52:15 he joined as an intern,
52:16 and today he's heading,
52:17 the company,
52:18 like mere se zyada,
52:19 usko pata hota hai,
52:19 company mein kya ho raha hai,
52:21 so you know,
52:21 there have been,
52:22 these equations,
52:23 there's Prathamesh,
52:23 there are a lot of people,
52:24 where the equations,
52:25 have been built over,
52:26 a period of time,
52:27 I still don't know,
52:28 wo log kitne padhe likhe hain,
52:29 mujhe simph itna pata hai,
52:30 kyun mere tera filmon ko,
52:31 leke pagal hain,
52:32 toh hum aaj bhi,
52:32 jom meetings karte hain,
52:33 we just discuss films,
52:34 and cinema,
52:35 and whatever ideas,
52:36 also come out,
52:36 come out as us,
52:38 who are fans,
52:39 and worshippers of cinema,
52:40 and we love to do it for it,
52:42 so it's just coming out,
52:43 from that,
52:44 that was so great to hear,
52:45 that you know,
52:46 this was much needed,
52:47 conversation Varun,
52:48 you know,
52:49 I would like to end this here,
52:51 thank you so much,
52:52 for joining with us,
52:53 thank you,
52:54 thank you so much,
52:54 thank you,
52:55 I am Varun Gupta,
52:56 and you're watching,
52:57 Bollywood Now,