In the age of big data, data mining, social media, market studies and customer feedback, it may sound surreal to analyse business trends from Bollywood movies. Strange as it may seem, Bollywood movies provide a wealth of information on cultural change, latest fads, and customer tastes. Agree, the movies aren’t intellectually stimulating or sensible; most of them are over the top but let us not be scornful about the hyperbole and read the real picture. Tell me what you make out this analysis.
1. Women Rule
The male bastion crumbled this year; in most of the movies the actress portrayed a strong character, frequently superior than the actor. In Ramleela, the heroine was a gun wielding female don’s daughter capable of pulling the trigger on betrayal. In Yeh Jiwani Hai Diwani, the female character, a nerd, beat the male character in academics. In Ashiqui 2, the female protagonist, a singer outperforms the male protagonist. Leading ladies are taking centre stage, they are no longer willing to play second fiddle and be decorative while the hero steals the show.
In business parlance, do not ignore the female customer or the female employees. Indian women are making the buying decisions, therefore ensure that the advertising pitch appeals to them and the sales process is women centric.
Additionally, after the changes in sexual harassment act and the companies act, women are gearing for a stronger role in corporate world. The Companies Act requires at least one woman to be on the board, hence develop the top talent. The sexual harassment act has empowered women and cases are making headlines. Change the work culture to ensure equality, educate staff on sexual harassment, and form legal recourse systems. Insure senior staff from sexual harassment claims and do a background check to determine propensity for sexual harassment.
2. Think Local
Top actors and actresses made a beeline for roles with stories in rural villages and small towns. A few years back they would have turned up their noses on a project that wasn’t with a foreign country backdrop. Most of the blockbuster’s set in small towns – Chennai Express, Ramleela, Gori Tere Pyaar Mein, Ranjhana, Phata Poster Nikla Hero, etc. – had tremendous box office success.
The Indian directors’ cultural understanding of customers is excellent. The trend shows Indian customers awe for foreign brands and products is reducing. The customers want products Indianized to their taste. The burger and pizza sales give ample evidence. Over 50% of the revenues of multinational fast food chains are coming from vegetarian products. For instance, McDonald’s highest grosser, Aloo (Potato) Tikki Burger recipe was made in India.
Customize products to cater to small town customers rather than the metros to get higher turnovers. In local markets, value for money concept works and not fancy brand names.
Astoundingly, employees working in metros are moving to small towns for better work-life balance. The craze for big cities, fast life is disappearing due to high cost of living, traffic and infrastructure problems, and superficial social relationships.
3. Complete India Story
Northern India and Southern India directors and stories intersected this year. Within India, state borders are reducing in meaning. For instance, in Chennai Express the hero is from Delhi, the heroine is from Chennai. In Gori Teri Pyaar Mein, the male protagonist is from Bangalore and female protagonist is from Delhi. Bollywood is no longer targeting just North Indian customers; they are making headway in South India. A few Hindi movies were remakes of South Indian movies . Astonishingly, South Indian directors are making Hindi movies.
In the last decade, Indians are crossing inter-state borders frequently. Caste, region, and religion differences are diminishing. Business needs to rethink the marketing strategy. Products made for North Indian customers may do well in South India and vis-a-versa. Tastes are changing and acceptability levels for different products are improving. For instance, previously consumer durable major market was in North India. However, the latest survey shows the top states are– Punjab, Kerala, Haryana, Karnataka and Tamil Naidu.
4. Focus on Gen-Y
Sweet and nice, stereotypical and rehash doesn’t sell with Gen-Y. Unique, controversial, adventurous, and nonconformist sails through. In Ranjhana, the female protagonist organizes the death of a childhood admirer to avenge the death of her adult lover. In Gori Tere Pyaar Mein, the heroine is a social activist, older than the hero, working in a remote village. In Lunchbox, the male character is a 50-year-old man falling in love with a married woman he has never seen. In Krissh 3, super heroes and villains, half human-half animal battle it out. Sporting legends biopic (Bhaag Mikka Bhaag) and historical political drama (Madras Café) entered the arena. The conventional isn’t making its mark.
Indian Gen Y have information of international products on the tips of their fingers. Secondly, their tastes are similar across country. Previously, there was a vast difference in tastes of the younger generation in metros and smaller towns due to limited information. Now Google Translate has removed those barriers.
Hence, business sector needs to invest in research and innovation, an area they haven’t focused on earlier. The products must be of international quality, fresh and new, at local prices. The business that has the courage to differentiate, leave traditional thinking behind will get massive returns. Businesses centering on adventure sports, exclusive hobbies, social entrepreneurship, video games, and technology apps are expected to do well.
Moreover, organizations to attract and retain Gen Y need to transform the bureaucratic and hierarchical culture. Build a culture on openness, transparency, creativity, risk taking, and empowerment.
5. Foray Globally
The top grosser of the year – Dhoom 3 did good business in the international market. Now the Indian movies have rap music with Hindi lyrics, use latest technology (Krissh 3), and have glitzy action. Indian award shows have built Bollywood brand abroad. A few Indian actors and directors have gained international repute.
According to a McKinsey report, 30% of the revenues of top 100 companies in India is coming from international business. Indian companies are either taking over foreign companies or establishing their own in other countries. Hence, time has come to venture abroad keeping in mind the international tastes. Don’t sell the Indian product in its standard form. Customize it according to the international tastes by using their knowledge and technology.
Risk managers’ check out the business strategy and plans for 2014. If the products pipeline, advertisements, sales processes, customer interactions, research and development, and talent management, isn’t considering the above-mentioned aspects, there might be some risks. Lastly, be adventurous and try out new approaches.
Wishing all my readers a very happy and prosperous new year.