They belong to different worlds. Brands are from the business world and Bollywood is from the entertainment world. However take a close look and you will see how similar they are. For starts they both are great story tellers. Every iconic brand from Apple to Amul, has an interesting and inspiring story of how it was formed. Similarly every blockbuster movie has a story narrated in a manner that has the audience transfixed.

Iconic movies and iconic brands have a cult following. Be it a new Rajnikanth movie or a new iPhone launch, fans are ready to line up and wait for hours (even days) outside the premises ( movie halls or retail outlets) to get a glimpse of their stars.

They both promise you a world full of happiness.Buy a pack of Fair and Lovely and get your dream job. Watch Raj and Simran on the big screen and fall in love just like the ‘dilwala’ and his ‘dulhania’.

Both have changed the way we speak and think. Surf told us ‘daag aachche hai’ and Three Idiots told parents to allow their children to follow their dreams and not force them into careers they did not want. Dove showed women how to accept and appreciate their imperfections, and Taare Zameen Par showed parents how to accept and celebrate their children as unique individuals and love them

MOVIES ARE BECOMING BRANDS AND BRANDS ARE MAKING MOVIES.

Some of the biggest movies are today the biggest brands. Think Harry Potter, Avengers, Star Wars.Harry Potter is not just a fictional character from a book but a full fledged brand that can sell anything from tiffin boxes to theme parks. When Universal Orlando opened the Wizarding World of Harry Potter the number of people visiting the theme park increased by 30% that year.

In 2004 LEGO was on the brink of bankruptcy losing hundreds of millions of dollars every year. Then in 2014 came a small film titled ‘The Lego Movie’. It was a massive hit and that year Mattle made $2 billion in revenues making it the world’s biggest toy manufacturer of that year. The next year in 2015 it made other super hit film “Lego Batman Movie’ and showed the world the power of branded films. In the same year Lego was crowned the ‘World’s Most Powerful Brand’.

Fashion label Miu Miu’s series of silent short films titled ‘Women’s Tales’ featured its latest collections and were more effective than traditional advertisements in capturing the attention of the audiences. This year Sprite released a new movie titled ‘All You Need is Love’ which takes on the social media trolls. It features artists, athletes, dancers from real life sharing the abusive social media comments they have received and telling us that the best way to fight back these trolls is with three powerful words ‘I love you’ and not get upset but stay happy, stay fresh – just like Sprite. So popular is this new marketing strategy that now we even have a Brand Film Festival that awards the best branded content films.

Research has shown that as many as 84% of millennials dislike traditional advertising. So while making films may be inordinately expensive and creatively demanding brands are not hesitating to venture forth as the effort is totally worth it. It cannot be denied that in today’s world of Instagram and YouTube, for every business its movies that are the most powerful medium to create an impact and build a loyal customer base.

So while brands are using the power of films to gain customers , movies and movie makers are learning how to brand themselves to gain loyal viewers. 

WHY BOLLYWOOD?

The Indian film industry (which includes Bollywood) is the largest film industry in the world when it comes to the number of movies produced annually (more than 1900) to the number of tickets sold  (3.5 billion annually as compared 2.5 billion sold by Hollywood). Needless to say that Bollywood comprises the majority of the Indian film industry making it the most powerful brand of India.

The very first feature film was released in 1913. It was a silent film titled Raja Harishchandra and was directed by Dadasaheb Phalke. It’s been more than 100 years since this brand has been entertaining people the world over. If there is one Indian brand that is recognised the world over it is Bollywood.

INDIA LIVES AND LAUGHS WITH BOLLYWOOD

Bollywood has for decades been playing a very strong role in influencing, changing and reforming our society. Think fashion and its Bollywood that decides the trends. Be it Madhuri Dixit’s backless choli in Hum Aapke Hain Kaun or Madhubala’s Anarkali suits in Mughal-e-Azam, India wore what they did. Kareena made size-zero a rage and Hritik made six-packs a craze. Silsila made sure that all couples in love flocked to Switzerland. The number of Indian tourists going to Spain increased by 40% after Zindagi Na Milegi Dobara was released. Dangal did not just make Rs 1000 crores but made many parents take pride in their daughters. After all ‘mhari choriya chhoro se kam hai kay” Munnabhai showed how Mahatma Gandhi’s tactics and ‘jaadoo ki jhappis’ could cure so many evils of our society. India smiled jab “Mogambo khush hua” and rejoiced when Babuji said “Ja Simran jaa, jee le api zindagi.” Very often advertisements with Bollywood stars in them work better in selling brands, because we are crazy about our stars and we are crazy about Bollywood.

This book showcases Bollywood’s 50 biggest names who are also brands in their own rights. Their cult fan following their immense talent and their brilliant work makes them the movers and shakers of the industry.We hope their stories not just amaze you but also inspire you and entertain you.

Rajita Chaudhuri