Monday, November 26, 2007

Bollywood on the Blogsphere

Bollywood is probably the most bizarre, the most melodramatic, the most unprofessional and the most unorganized industry and yet between their song and dance sequence one could learn a lesson or two on marketing. A lot of debate has been brewing on the web about the big banner movies hitting the box recently, and I was curious to find out how much Bollywood has impacted the Consumer Generated media (CGM).

The results were surprising at times and predictable at most others. The cumulative marketing efforts by production houses and films had a trickle down effect on the blog. For instance Om Shanti Om(OSO) had started doing the rounds in the media almost a year before its launch. To top it all there were a zillion promotions, interviews, contests, 70’s line being launched at Shopper’s Stop and hype leading up to the day of its premiere. News like the release of the film across an unprecedented 2000 plus screens worldwide, and the Manoj Kumar fiasco further drove the film towards a box office success.The chart indicates the presence of both OSO and Saawariya in the blogsphere over the past 6 months and clearly OSO has had a head start over Saawariya. My guess would be the latter is here only because of the former.

Three month tracker of OSO and Saawariya starting almost 2 months before release on November 9th till 20th of November.

OSO and Saawariya have managed to get over 50% of their blog posts in the last month alone, a time little before and after the launch.

One can only applaud the Integrated Marketing Campaign since its ROI has been tremendous. Despite the lack of any real story the movie has been a box office grosser and it’s a buzz on the blogging space with a total of 7669 blog posts only over the last 3 months alone. Some say, a great story doesn’t need over the top marketing, but I say it wouldn’t kill it either.

Its rival Saawariya hasn’t been doing too badly either. My guess would be that the two big budget films were pitted against each other by the media and the drama that followed was exciting and saw a nail biting finish for both. The numbers also indicate that despite a more sober marketing campaign the media hype saw Saawariya to a great start and still sees about 53 blog entries a day. The Razzle Dazzle of Farah’s Om Shanti Om still rules the roost and the blog pulse is an indication enough.

Another flick, Jab We Met by Imtiaz Ali that hit the silver screen on 26th October manages to scrape an average of 38 posts. The film with its fantastic story line and music tracks came only third to Om Shanti Om or Saawariya.

In the last 3 months Jab We Met has lesser posts than what OSO had in the last month alone.

The Maduri Dixit starrer - Aaja Nachle has been averaging 10 blogs over the last 3 months, and this month alone the average has been 13 plus. Now I hope there is a change of tide and the numbers are just as racy as her Jhatkas Matkas. Not only is she looking better than where she left off personally, I feel she hasn’t lost her edge despite competition. Madhuri’s return and her being the mother of two is causing quiet and uproar. She has everything going for her; great looks, dazzling smile, and what seems like a great story. What better come back could the Ek, Do, Teen gal look forward to?

Aaja Nachle is likely to rake in more posts as its edging towards its release. One can only wait and see if it challenge the astronomical numbers of OSO.

Author’s Note: I have used two tools to do the tracking one is IceRocket and the other BlogPulse (a service of AC Nielsen Metrics). I liked different features in each of them and hence have used both. In Ice Rocket the results are neatly tabulated and indicate average posts per day, average percent of all blog posts and total posts till date. Where as, Blog Pulse allows me to see a trend over a longer period of time. However, what both the tools lack is the ability to track really old data, so one is unable to track the growth or trends that have impacted the blogsphere over a couple of years. These tools are really useful nonetheless.

14 comments:

Shantanu said...

Very interesting! How accurate are these trend tools? I am assuming they only capture mentions in blogs.

On a different note, do you really think the Manoj Kumar episode had a material impact on OSO at all?

Abhi said...

Real Cool Info! and true how much of a product mass media itself has become these days. what actually intrigues me is how public still falls for it when its all so "in ur face"

Dhivya said...

@ Shantanu

These tools only asses Consumer Generated Media. Now both the tools threw up the same results... I am not sure about the working of both but my guess is the numbers are a fair indication of the Blog space.. I mean Blog Pulse is a tool by AC Nielsen who are into a lot of trend tracking so I am guessing they are pretty effective

And as far as Manoj Kumar was concern it did look like a publicity gimmick. The line is so fine one can't really tell the genuine from the fake..

Anonymous said...

Just as a avarage product can be sold blockbuster with apt marketing, similarly a movie withthe right noise can affact the perception of the audiance.

http://tekno-world.blogspot.com

Vishnu Ratheesh said...

Very Nice !

Interesting facts using creative tools... Impressive...

way to go!

Rajesh lalwani said...

Hey, while it doesn't work very well with typically 'Indian' brands (given the limited number of Indian users on Twitter). Do try a Twitter mash-up - TweetVolume.

It's at http://tweetvolume.com

Hope you enjoy.

Cheers.

Rajesh

kpowerinfinity said...

Great stats. You should actually consider doing a post on using these tools for trend tracking, the way media managers would. Would be very informative and interesting.

BTW, when did UGC get replaced by CGM?

Dhivya said...

@ Rajesh

I never thought of that though... hmmm will try tweet volume..thanks

@ kpowerinfinity

these jargons are as we make it...at some places it was mentioned like this .. anyway i will change it to user generated media :).. i have written about ice rocket...

but i guess I'll will take up your suggestion and write post on trend tracking using these tools

Arvi said...

Insightful post, Dhivya!

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viggy said...

Hey.. This is really cool.. It'll be interesting to check how much of the CGM was positive / negative and what relation does it have on actual sale of tickets. For example, Im very curious about how negative reviews impact ticket sale? Do they increase or decrease ticket sale? We can do some cool checking with the CGM trends considering a suitable 'lag factor'

Ramjee said...

oh! oh!
i never gave a thought to this.
can we go a step ahead and predict the financial aspects from this kind of an analysis. whether the film is a hit or not?
eg: If after the peak, the slope is not very high, we may consider it to be a movie which got good traction post release. If the slope is high, then the talk died down after the peak.
the question now is when is the peak???

Smoochy said...

This only reinforces the belief that any publicity is good publicity. I know many people thought OSO was a rather mindless movie, and Saawariya was a big disappointment, while Jab we met was brilliant. Yet JWM probably earned the least, because it didnt have the same marketing arsenal for support, and clearly generated less buzz.

But is this really a good thing? Shouldn't a superior product count for more?

Rupesh said...

All that glitters is not good... and BTW, marketing strategies can sell even a nonsense ;-) (being an Ad Pro you might be knowing this)...
There is something called 'word of mouth' apart from publicity hype...

I haven't watched Saawariya or Aaja Nachle.. but Jab We Met is a good one...simple, yet stylish & beautiful...