The presentation is on Consumer Behavior on Excel Entertainment (Films)

1. CONSUMER
BEAHVIOUR
Group Members How do we relate the below factors to a brand or
the product/service associated with the brand?
Rakesh Ahire
Factors Under Consideration:
Hemang Dutia
1)Culture
Vivek Bhattacharya 2)Family
Bharat Purohit 3)Personality
Sanjay Vishwakarma
4)Perception
5)Motivation
Chetan Poojari 6)Attitude

2. Introduction to Excel Entertainment
Take1 -: Started in 1999 by Farhan Akhtar and
Ritesh Sidhwani.
Take 2 -: Vision to make Contemporary Indian cinema.
Take3 -: In 2001 they made Dil Chahta Hai
(Budget: 14crore INR, BO: 31croreINR).
Take4 -: Screenplay and Direction of Dil Chahta Hai
was done by Farhan himself.
Take5 -: Since 2001 the production house have made
12 films under their banner.
Take6:- The banner has co-produced films with
SRK & Aamir Khan.

4. Farhan Akhtar & Ritesh Sidhwani’s individual personality trait has
had a major impact on their choice of genre’s they have made
films in.
Type Of Genre’s The Production House has explored:
Genres
All In One (Drama, Romance, Comedy)
Drama
Action
Thriller
Suspense

5. Honeymoon Travels Pvt. Ltd (2006)
Films are a mirror of our own society!!! While films and movies are sometimes
unrealistic, the content of the films are coming from a human mind. Films are a
medium to communicate different aspects of the society for the society we live
in.
Honeymoon Travels Pvt. Ltd (2006)
The kind of Culture India has deep rooted
with. The film was able to connect to the
Indian culture. There were many aspects
which gelled well, but a few which turned off
the audiences. While the film is more of a
character driven film, there was a drama
element attached to it.

6. Family is not just an integral part of Indian culture, but plays a significant role
in a human’s life. There are a lot of movies based on family drama and
different aspects of a family.
Lakshya(2004)
In the movie Lakshya, Karan Shergill (Hrithik Roshan) is a young man who has no goal or plans
for his future and his parents are worried about his carrier. While Karan is lost in his dilemmas, his
girl friend, friends and family try help him figure out to pursue his dreams and passion. It’s in the
very climax part of the movie when Karan as Captain Karan Shergill rings his father night before
the battle and tells him that he loves his dad while his father bursts into tears to know and feel that
his son is very successful individual.
Positive(Short Film-2007)
The film is primarily based on HIV AIDS. The films goes to show how important and critical is a
family which is always united in spite all odds.

7. Personality is the particular combination of emotional, attitudinal, and
behavioral response patterns of an individual.
Karthik Calling Karthik (2010)
The character Karthik played by Farhan Akhtar himself in film reflects a very
different combination of behavioral and emotional patterns. While the films
clearly shows the power of subconscious mind. Karthik in the film who is very
weak emotionally and has a fearful attitude towards himself and others with a
very submissive personality, goes on to be very emotionally strong, with
positive attitude and commanding behavior and body language only when
someone by the name Karthik calls him very night and helps him overcome
his Personality issues. The person calling from the other end is nothing but
Kathik’s own subconscious mind.

8. Perception is the ability to see, hear, or become aware of something through
the senses. It is also a state of being or process of becoming aware of
something in a particular way.
Karthik Calling Karthik (2010)
The character Karthik has a perception that a well wisher calls him every night to help
him overcome his personal and professional problems in life. It’s Karthik’s own
perception that a friend in need is just trying to help him, but in reality it’s himself talking
to his own self sub-consciously.
Talaash (2012)
In the film Talaash, Senior Inspector Shekhawat (Aamir Khan) has a perception that it’s
because of his irresponsibility his drowned and died. Due to his perception he is always
cursing himself, having sleepless nights which is leading to a unhappy married life. It’s
our perception in life which makes us the person we are. It can make us or break us. It’s
important to understand the power of sub-conscious mind.

9. Motivation is a key factor that influences a person to act towards certain goals
and behaviors in order to achieve what they desire. It's the crucial element in
setting and attaining goals—and research shows you can influence your own
levels of motivation and self-control.
Lakshya(2004)
Karan Shergill (Hrithik Roshan) in the film Lakshya is very laid back and confused
individual who has no idea what he wants to do in life. He is mostly influenced from
the choices his friends make to make carrier choice. While 2 off his best friends
decide to join army he is only motivated because his friends are doing the same. He
joins the army only to give-up and return back. His long time girl friend who was
happy with Karan’s decision to join army is very upset with him because he has given
up and breaks off with him because he could not stood by his own words.
The break off leads and motivates Karan to join army again and be a successful army
men.

10. Motivation……….cont………..
Rock On!(2008)
Rock On is a story about the 4 young friends who put together the greatest band
Magik this country had ever seen but never made it. They break apart due to internal
conflicts and miss-understandings between 2 band members Aditya (Farhan Akthar)
& Joe Masceranous (Arjun Rampal). Year’s later fate conspires to bring them
together again and sets them on a journey back to where they left off.
Sakshi (Prachi Desai) motivates the band to pursue and live their dreams.
One day the band Magik finally performs on stage in spite of various obstacles and
lives their dream.

11. An attitude can be defined as a positive or negative evaluation of people,
objects, event, activities, ideas, or just about anything in your environment.
Don(1978), Don(2006), Don2 (2011)
In all the 3 super hits films, the lead character of the film famously know as DON is
shown as underworld king who not only is smart and clever but also very quick in
changing his personality and attitude to gain power or a situation, people, money etc.
The famous dialogue of the film “Don Ko Pakadna Mushkil He Nahi, Namunkin Hai”
goes to show the attitude of the character himself.
DON has a very high self esteem & confidence about himself and the crime he does.
He always carries the attitude of he is the King and the Don of this world.
The attitude of this character is so strong that, even his own people are afraid of him.
His attitude towards his goal/objective is what make him more powerful and
influencing.