Successful Marketing of Bahubali

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CIA - Marketing and Consumer Psychology------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
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Natasha Gupta, 1637543
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Bahubali, the movie which was
released in 2015 was a blockbuster hit
and their marketing strategies have
been given credit for it. The promotion
of the movie started 2 years before the
release. The main channel used for its
promotion was social media. The
movie producers recognized the need
for
entertainment in the Indian audience
which is satisfied through
mind-gripping movies.
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Guinness Award Winning Poster
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While marketing the movie, the budget
went up really high. The producers
realized that they had increased the
demand of the movie as people were
eagerly waiting for its release. To cover
up the incurred costs on marketing, the
movie was split into two, taking
advantage of its high demand and the
backing power audience had in terms
of money. Hence, their strategy was to
make audience buy tickets for the same
movie twice.
The movie created customer value as it
fed the need for suspicion and thriller
that the audience had. It not only
raised expectations, but also met them.
It was able to build long-term customer
relations because it managed to hold
on to those who saw the first part. The
second part of the movie is releasing
soon and the audience is eagerly
waiting for it because the marketing
team of Bahubali made sure that they
did not forget about it. Hence, the
customers were kept constantly
engaged. One of the focus areas of
relationship marketing is interacting
with customers through mediums they
like to interact with.
Successful Marketing of
Bahubali
The Bahubali team did just that.
They left no stone unturned in
leveraging the power of social media.
They kept the customers engaged by
giving them the glimpses of the shoots
through Whatsapp marketing and
social media. Hence, they recognized
the trend of using information
technology in marketing and used it to
the full extent. Bahubali positioned
itself in the mind of its consumers by
getting their attention. For example,
they created a poster for the movie
which was so big in size that it was
awarded a Guinness award.
In terms of segmentation, Bahubali
took its strategy to another level. When
the numbers came in and it saw its
popularity, it released the movie in
multiple languages, hence realizing the
diversity of its customers and catering
to it.
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Rana Duggubati promoting the
film
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In terms of communication,
Bahubali’s PR has been appreciated to
a great extent. Each actor owned a
Facebook page or a Youtube channel
and each of these had specialized
Public Relations executives to handle
it. One of the telugu actors from the
movie – Prabhas – did not feature in
any movie for 2 years. This way his
fans were made to wait eagerly, which
enhanced the hype around the movie
even more. The actors of the movie not
only made guest presence in various
TV shows and other popular platforms,
but reached out to not very popular
platforms as well. For example, a few of
my friends had him visit their office
even when their startup was not as
successful as it is today. The main
platform Bahubali used to sell
themselves was their movie itself. The
first part was so intriguing that
customers have been eagerly waiting
for the release of the second part of the
movie.