Mumbai ka don kaun ...famous line from the movie Satya which reminds you of the famous character “ Bhikhu-Mahtre AKA Manoj Bajpaee” The character was very famous in his time. We all have used this famous dialogue somewhere or the other but after some days we stopped using it, and many of us have forgotten it also. The other day when I was thinking why Xerox needs to rebrand itself, this different idea came into my mind; I felt that Xerox is like Don. I mean the movie Don, has rebranded itself very well. The shift from Amitabh Bachachan to Shahrukh khan, and the question is why only Sharukh Khan to rebrand it? The answer is that both Amitabh Bachchan as well as Shahrukh Khan are the king of their respective eras. They are the real DON of bollywood; which has been understood and tapped to the fullest by the directors. They even kept in mind the importance of other characters i.e. Kareena Kapoor who is playing a role of Kamini (Helean). The new brand manager of the Don MR.Farhan Akhtar has done this rebranding exercise in such a strong way that people started accepting Sharukh Khan as a real DON.
Well in this movie Actor changed but the product “Don” remained the same, with some fresh look and a new style. The similar exercise is followed by the famous tire brand CEAT who said that “change is unavoidable”, they also felt that after a saturation point change is required to sustain in the market. When the movie DUS was re-launched they had to change their star cast also, because they might have felt that to sustain in the market they need some young actors like, Abhishek Bachchan and Zayad Khan. It may be a case of product life cycle. The director might felt that Salman Khan is now an outdated product for that particular role or he may not be able to attract the target customers as compared to Abhishek Bachchan, which was a good move by the Directors of DUS. Pepsi Co. also followed the same practice when they realized that their target customers are youngsters, so they revamped their tagline from “Oye!Bublly “ to an appealing once “yeh hai youngistan meri jaan”.
Sometime people fail to define their target customers and they adopt wrong strategies, For a Movie like “Thoda pyar thoda magic” target audience should be children, but unfortunately they failed to do so. In our corporate world also the same mistake is done while setting the target customers. Diet coke can be a similar case in context of India. They completely failed in defining the target customers and the result was that they had to face the failure. While in other case the strategic managers like Mr.Aamir Khan who knows his Target audience very rightly, and he has proved it by the movie “Tare Zameen Par” & “Jane Tu Ya Jane Na…”. Mr. Aamir Khan is like our HUL, who knows its buyer very well. Take any product of HUL (Lux, Axe or Surf) before launching these products they know that; who can be their Target audience and their strategies are always according to the target customer.
These are just a few thoughts which came into my mind but, we can actually connect all corporate problems in bollywood context and not only this, we can also find solution in our bollywood estyile…..
