Madness Behind The Movie Marketing Strategies Begins With Exemplary Minds- Janak Bhanushali, HIFI Digi

How has been the journey so far from being a Sales Head to becoming the CEO of HIFI Digi Advertising?

The journey has been thrilling, inspiring, humbling and nothing but awesome. It has been a journey where I learnt, unlearnt and relearnt. Now we are raring to go and and are well prepared to scale up.

Your name is entitled to various blockbusters with Bajirao Mastani as one of the greatest hits of last year. What goes behind creating these amazing movie marketing strategies?

Like Ekta Kapoor mentioned, movies have entertainment, entertainment and entertainment; movie marketing requires, passion, passion and passion.
Madness behind the marketing strategies begins with exemplary minds working at the production houses and goes all the way upto an executive working at our office, all ready to toil 24 hours a day tirelessly with smile on their faces and dedication in their hearts.

From those glossy and vibrant portraits of the ‘hero-heroine’ of a film outside the cinema hall to today’s moving teaser posters, Bollywood has come a long way when it comes to movie marketing. What is your outlook over the ongoing marketing trends in the industry?

Bollywood has evolved because cinema goers have evolved. Audience have become smarter which has made movie marketing smarter. Audience no longer want the old larger than life movie marketing outside theatres which was in those years showered with milk, garlands and more. They want realistic cinema which they can connect with.

As we all know that marketing of a movie is no longer just limited to TV, print, and outdoor space. The actors are more involved in promoting their films on social platforms. We would like to know, how effectively, do you think, is the digital medium being leveraged?

This answer is an extension to the earlier answer. Audience wants more realistic cinema, more realistic cinema marketing. If the audience can’t connect with the stars, they won’t connect with the film. Audience can’t have a one to one connect on print or outdoor as all of them portray the stars in a larger than life fashion. Hence digital comes to rescue. Digital and TV is being used perfectly by some movies, near to perfect by some and badly by many.

How effective has Radio been in movie marketing? How well did you use Radio as a medium in the movies which you marketed?

Radio marketing is good for one to many reach out but it is effective when it is supported by a parallel campaign on another medium. No mediums can work in isolation.