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  • 31
  • May
  • 2017

Marketing take-aways from Biggest Box office seller “Baahubali-2”

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When it comes to shattering box office records, no recent movie has done better than Baahubali 2 Conclusion being the one and only Indian movie to collect in excess of 1500 Cr in Box office.

A few interesting facts about Baahubali:

  • Baahubali’ is a shining example of ‘Make in India’
  • Baahubali is the most expensive movie ever produced in the Indian subcontinent
  • More that 1000 people worked extensively for over 200 days to build Baahubali set
  • Reports claim that more than 1 million tickets were sold online within 24 hours of opening of advance booking.

Movies like Baahubali are enough to make anyone learn about marketing, leadership, entrepreneurship, sales, etc. The production house, Arka Mediaworks, managed to keep the buzz alive for so long. Baahubali’s digital presence came to light as early as January 2013, a solid two and a half years prior to its release. Although it is not unheard of for a film to use social media as a tool to promote itself, Baahubali used it in a myriad of refreshingly new ways. The 25-member marketing team at Arka Connect has been working on the project right from 2013.

The team has worked vigorously to build its online presence and generate interest around the film from the beginning.

Today, Baahubali has over 398K likes on the Facebook page, 297K followers on Twitter, 659K subscribers on YouTube, 496K follower on Instagram and still increasing day by day.

Baahubali 1 promotional budget was huge compared to what was spent for the second part. Hoardings everywhere, public places and transports well covered in 2015 for the first part unlike for the second.

Marketing team hit their master stroke with all their might, however recipe to recover the money before the release was the challenge. So, how did they do it?

Securing Expenses:

  • Brand Associations with TV Ads: Britannia, OPPO F3, Nestle Munch, Bajaj Almonds Hair Oil etc.
  • Media Satellite Broadcasting Rights: Sony, Star
  • Online Streaming: SonyLIV and Hotstar
  • Music Rights: Zee Music
  • Additional Sponsors: From BookMyShow | Online Movie Tickets Booking, Theatre Booking in Chennai, Bangalore, Mumbai, Kolkata, Ahmedabad & More and 21 Others

Marketing Strategy Baahubali 2

It was quite simple:
The strategy to promote Baahubali 2 was the first part Baahubali The Beginning, The movie itself became the trailer for Baahubali 2: The Conclusion.
It Amplified everything on social media.
So, What does it teach you?
Let’s explore few pointer’s worth considering:

Have some secrets to reveal later

The marketing team could very well understand the importance of creating pre-release excitement as well as reminding the audience about the unrevealed part of the story. Baahubali 2’s publicity campaign revolved around the theme of ‘Why did Kattappa killed Baahubali?’
In a way, it was one of the main reasons as to why people gathered at theatres. There was a genuine desire to know the answer.

Takeaway

Why did Kattappa kill Baahubali? The question ensured that there was enough curiosity among people when it came to the waiting Baahubali 2’s release.
In Our Marketing daily activities, we usually overlook this aspect in our strategy.
Most demand generation strategies need to follow certain steps to get customers interested in your product or service. Without a strategy, it’s more difficult to get your customers from point A to point B

Understand who can do it

In the movie, it is shown that when it comes to the selection of cast was organised and well-matched.
To build a such an expansive set, a 20-acre kingdom for the film, 1000 passionate people worked for 200 days or more. And, the decision of appointing a king is done based on performance in the competition and it is the correct decision for the kingdom.

Takeaway

“Our people are our most valuable resource.” “What makes this company great is its employees.” How many times have you heard platitudes like these?
The success of your business relies heavily on making a correct decision in terms of choosing individuals & their responsibilities. Also, keep your employees satisfied and happy. When they are satisfied; they end up giving you more; give them work as per their expertise, area of interest and feat.

People should trust you

For any South Indian filmmaker, to enter in North Indian market has been risky business. Except for very few who made their mark in Bollywood.
SS Rajamouli 2012 film Makkhi (Eega in Telugu) caught a lot of attention this was Rajamouli’s ticket to becoming a noted figure in Bollywood and soon, the success of Baahubali: The Beginning in 2015 changed everything.

Takeaway

Big Things Take Time !!
The making of Bahubali 2 took about 635 days, a maximum time taken by any film in recent years. Over 3000 people teamed together to put together a huge project like this.
It’s all about building credibility if you are stepping into a new market. It takes years of hard work and patience to make inroads in a different area and Baahubali 2 team has shown precisely how to do that.

A big NO to unrealistic promises

The unrealistic promise by Sivagami to Bhallaladeva, when Bhallaladeva shared his feelings for Devasena with Sivagami.
This was the foundation of misunderstandings between Sivagami and Baahubali.

Takeaway

When a leader is not able to fulfil promises, his or her reputation gets affected as people learn that they cannot count on the leader’s promises. It is better to set appropriate expectations rather than making unrealistic promises

Every step counts towards success

The Incomplete climax of Part 1 was the key step to Baahubali 2 Success. The marketing was planned to created by word of mouth before the release

Takeaway

Marketers have strategic plans encompassing their each & every move. Not all the moves will earn you money or success but it will bring you closer towards success.

Conclusion:

When you start with what is at stake for the buyer, you earn the right to their attention. And, hope these above lessons from Baahubali Movie will help you to get success in business. Not to forget “Focus on the core problem your business solves and put out lots of content and enthusiasm, and ideas about how to solve that problem”

Jai Mahishmati … How can we not end with this War Cry.

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