Brand Building

Name Rahul Lalchandani Class TYBMM Advertising Roll no. 10087 Objective To create a sub-brand for Vishesh Films Pvt. Ltd

Brand Building Project

Vishesh Films Pvt. Ltd. History:
Their journey started in the year 1987, when Mahesh Bhatt who had made three films till then wanted to define his genre for the ever-changing audience of our country. With his unconventional style of film-making and using real life experiences as plots for his movies, he started Vishesh Films Pvt. Ltd. Along with him was his younger brother Mukesh Bhatt who also mastering the style of film-making and was on the same track as his brother. The film industry was booming with talent and here was a director who had won a Special Jury Award at Moscow Film Festival in 1985. With a lot riding on his shoulders, year after year they made movies to cater to audiences around the country who had the love for their type of cinema. They have clearly defined their movies as stories about lust, betrayal and revenge.

With more than 30 feature films made till date, this is a brand which is surely here to stay. They are officially the first production house in India who took the bold step of mixing horror with sensuality. They got the audiences in a midst of confusion with characters in their movies that were so intense and complex. Theyve also went out and made movies on controversial issues like prostitution, drug mafia, betting for cricket matches and the iniquitous porn industry of India.

They have also been responsible for the success of many new comers in the industry, who have always been the faces for their movies. Heres a little history about the Bhatt brothers who are currently heading this production house.

o Mahesh Bhatt A veteran film-maker who began his career as a director with Manzilien Aur Bhi Hain. A pioneer of confessional cinema he shot into a limelight by highlighting social issues through personal narratives. He has always been known as a filmmaker who writes and rewrites the rules of Indian Cinema. Films that won him critical acclaim in his early career included Arth [1982], Jaan [1985], Saransh [1984] and Naam [1986]. What makes above the rest is that he constantly re-invents himself with the changing times that brought him to the commercial success of movies like Aashiqui, Dil Hain Ki Manta Nahi & Sadak. Shades of his early career in contrast to his latter films and the success of both only prove his ability to oscillate between cinema of concern and escapist fair. He is known for his raw, intimate and hard-hitting films. A buzz with controversy and media attention, Mahesh Bhatt is easily one of the most talked about film director today.

o Mukesh Bhatt- Giving the company its dynamic character is Mukesh, one of the most profillic producers in Bollywood today. Beginning his career by producing Kabzaa, his vision and in-depth understanding of films are what led him to hit films like Sadak, Ghulam, Kasoor, Raaz and Murder. By investing in unique films he has acted like a leader in the industry, bringing into focus different genres for others to follow. Working as a team with older brother Mahesh Bhatt, he has always possessed the ability to harness his creative force and give it an economic outline. If simply put, Mukesh Bhatt could be referred to as the Roger Corman of Indian Cinema. He has the strength and understanding to keep himself abreast with the ever-changing landscape of the entertainment world and is quick to realign himself to the dynamic market. A man with a vision and powerful business acumen, Mukesh Bhatt forms the backbone of Vishesh Films.

Their current Branding Strategy:

At present, Vishesh Films Pvt. Ltd has branded itself as a movie-making franchise catering to the demands of adults, mainly from the age group of 21-40. Their latest release Murder 2 had the most distinctive marketing strategy, something they havent done with their previous movies. For Murder 2, Vishesh Films Pvt. Ltd limited made optimum use of social media like Facebook and Twitter. So much so, that every news related to the movie was given out with the help of social media. With a little more than 8 lac fans having joined the Murder 2 page, the Bhatts got more than what they asked for.

Owing to this large number, they have now started using the Murder 2 page as their official Vishesh Films Pvt. Ltd Facebook page. Their current branding strategy involves giving their movies more leverage and importance than its makers. That is one of the reasons why the brand recall of Vishesh Films is hardly anything. Today, people might read and hear news about Mahesh and Mukesh Bhatt but its rarely that youll find people whod know that the Bhatts also own this production house.

When you look at the poster of their movies, most of the times their own names are much bigger and more visible than the logo of the production house. This is exactly where they have gone wrong, and thats why theres no brand image that has been created in the eyes of the audience.

They have always used their actors as faces for their production house. Due to which everyone is aware of th combination of Bhatts and Emraan Hashmi. That has become their brand assosication, where they have branded themselves as individuals instead of giving the parent brand the much needed leverage

Why do they need to change their branding strategy?

Brand recall: This is something that all companies wish to achieve, and they pay crores of rupees only so that the name of their company is stuck in our head. But for Vishesh Films the case has been different, they have never taken advantage or even used their skills to improve brand recall. Today its only the movies made by them that have the leverage, otherwise theres a minimal percentage of the crowd that knows much about their production house. Whereas a brand like Dharma Productions or even Yash Raj Films has a very high brand recall this also helps in generating a number of things:

o Gives the consumer a quality assurance: People opting for a Yash Raj or a Dharma movie are very well aware of the quality and the genre, even before they enter the theatre they know they wont be disappointed.

o Helps the consumer simplify decisions: consumers always face a decision to make between two or more movies. Having a good brand recall will help Vishesh Films achieve this and will increase their market share.

Brand equity: This is basically a set of assets linked to a brands name that either add or subtract from the value provided by the service to their consumers. In our case Vishesh Films have a really low brand equity and here are the following reasons for it:

o Brand loyalty: A consumer after seeing a Vishesh Film must be satisfied and recommend it to other people, only then he is a loyal customer. Vishesh Films have failed to achieve this mainly because till date they havent opened up their production house to the world, it has always been a secret business behind the doors. Whereas

other top notch production houses, have branded themselves first and then their movies.

o Brand awareness: This is an area where Vishesh Films needs a lot of help. For example, a consumer who has already decided on seeing the next Vishesh Films venture, he has done that on the basis of the actors in it because they have till date only marketed their actors and their movies. No one is aware that its a Vishesh Film venture and even if they do its not holding much leverage in the mind of the consumer.

o Perceived quality: It is what the world thinks of your brand. At this current stage, hardly does anyone think about them. All a consumer thinks about is who is going to be the girl there with Emraan Hashmi in the next movie or whos going the next newcomer. Their perceived quality is stuck at one point and it needs to move fast. If this increases, it will add to the brand Vishesh Films and thus make people aware of what exactly does it stand for.

o Brand associations: These are certain aspects of a brand that helps a consumer have a better recall or choose more wisely. For example the symbol of a production house like a Dharma Productions stands for quality cinema and movies about relationships, whereas its vice versa for Vishesh Films. They are nowhere in the picture, its Emraan Hashmi who stands for movies made about lust, betrayal and revenge.

Competitors:

o Yash Raj Films: Considered to be the entertainment moguls of our country, the company YRF is a strong competitor to Vishesh Films. In the past two years they have made significant changes in their company in order to keep up with the youth. Recently launched Yfilms is a production house catering movies only for the youth. YRF Television Pvt. Ltd which has already made 5 shows for television in their first season and is producing 2 new shows this year. They are doing the best they can, to change their image in front of the audience and bringing in fresh young talent with every movie.

o Dharma Productions: Yet another elite production house that has since years narrated stories about family and relationships, has finally decided to move away from that. This is a production house that launched Shah Rukh Khan to stardom and hasnt taken a backseat ever since then. In the past few years they have tried very hard to experiment with a new genre which can stay with them, from Wake up Sid to My Name is Khan and soon to be released is the remake of the classic Agneepath. They are doing every little bit to get the audiences hooked and make them realize that they are ready to change with them.

Owing to all the things mentioned above, its time for Vishesh Films to step on the accelerator and re-launch themselves as a brand that will never leave the hearts of the people.

The Solution:
To create a sub-brand for Vishesh Films.

Why?
The sub-brand will help add attributes and weight age to the brand Vishesh Films. It will retain its core identity of a production house that is known for its unconventional style of story-telling and its very own genre of dark and sensual cinema.

Will it work?
Definitely yes, since many of the big names in the industry have already started changing their style in their own subtle way, its time for Vishesh Films to reestablish itself as a company with a very unique identity. But this does not mean that the sub-brand will follow a different style of cinema, it will remain the same because that is exactly what they stand for.

Introducing:
VISHESH4U:

Vishesh Films first ever venture outside the world of cinema. Vishesh4U is a production house designed in a way to offer the same quality and genre to world of TV. The tagline is Kuch Alag, Kuch Khas which in English means Something different, something special.. Vishesh4U production house will comprise of the following facilities, which we will be using to make TV content for different channels: 1. State of the art Equipment 2. Sound Stages for Shooting 3. Animation 2D & 3D Facilty 4. VFX Facility 5. Editing Facility 6. Marketing & Finance Facility

What is it about? [The Core Identity]

Vishesh4U will be a production house which will promise three things to all the channels and their viewers: 1. Quality 2. Credibility 3. Trust

How will we do it?

With an initial investment of `180 crores, a three storey building has already been made as per the requirements of the production house. This building is located in the suburbs of Mumbai. The three storey building has been divided in the following way:

1. Ground Floor: Two Sound Stages have been constructed which have been sound proofed internally as well as externally. Silent ventilation as well as silent climate control facilities has been provided. The Sound Stages have Wi-fi facility as well. All these besides the very basic technical requirements are present on the sound stages. These facilities will prove extremely useful for our inhouse directors to produce our shows in a stress-free environment.

2. First Floor: Will be divided into 5 smaller shooting floors, which are ready for shoot. These small shootings floors will be designed in a way that they are sets of a lush finely furnished house, a pub, a police station, an office and a doctors operating room.

3. Second Floor: This entire floor will purely comprise of the Post Production Facility. Thus will be divided into the following three categories: a. Animation 2D & 3D Facility b. VFX Facility c. Editing Facility

4. Third Floor: This floor is the place where the actual process starts. It will house the Creative division of the production house. Along with that also home to the Marketing & Finance division of the company. Last but not the least; it will be home to Board of Directors of the company. Since its a youth-based project, the companys creative department will be headed by Mahesh Bhatts daughter Pooja Bhatt.

5. Underground Level 1: There will be an underground level which will basically be a storage facility for the studio. This basement will house all kinds of props, furniture and the make-up room for all the artists.

The Symbol:
The symbol of any company is very important as it helps in strong association to the brand and its personality. The symbol for Vishesh4U has been designed keeping in mind, the surrealism and the kind of content it will be producing for TV channels for years to come.

The Name:
Vishesh4U the name has been thought of in a way that it catches the eye of youth of today. Increasingly the younger generation of our country is being influenced in every aspect by the Western World. From their lingo to their dressing sense, everything is on the verge of a make-over.

Value Proposition:
Vishesh4U promises to produce shows with fresh content and something that has never been done in India with respect to the world of TV. They will produce shows of the following genre:

1. Crime based shows 2. Reality based shows revolving around betrayal, lust and horror. 3. Shows based on Surrealism. Adventure & Horror based shows. 4. 30-minute to 1-hour short films which will revolve around a mystery or an unsolved crime.

Brand Positioning:
The brand Vishesh4U will be positioned as Kuch Alag, Kuch Khas which means Something different, something special. In the current TV scenario where the content has become dry due to the same family soap operas and the reality shows that have gone overboard with their inability to convince people. We will produce fresh content for the youth of today. Since most of them have decided to move onto Western TV Shows, its time Vishesh4U to provide quality TV shows and get the audience back to our Indian channels. Its positioned as a production house that promises to change your opinion about Indian TV shows, and make you its fan forever. A brand that will narrate you supernatural stories and intimate scenes like never before.

Brand Identity:
The brand positioning strategy for Vishesh4U will give it a cool yet an exclusive look. The special choice of genres will help in creating a definite target audience for its shows. The same audience can then be exposed to the work our parent brand Vishesh Films Pvt. Ltd will be working on. The youth will relate more to this brand because it will cater to them shows which have till date only been produced by countries like USA & UK.

Differentiation:
Vishesh4U will be the only production house in India who will produce shows from a definite range of genres. From horror to adventure, and crime based shows to reality shows. Vishesh4U promises to give the Indian audience what they deserve such that our TV shows that will leave them astonished and

something to follow up on. Besides that it will also be differentiated since it will produce short films based on the same genres as mentioned above. Thus giving it enough leverage to differentiate itself from the rest.

Brand Promotion Strategy:

This time around the brand promotion strategy to be used for Vishesh4U will revolve around the following aspects: 1. Artists working for us who earlier used to promote themselves more than the parent brand will do the exact opposite now. They will be used as faces of Vishes4U. Thus making them synonymous to the brand. The brand personality will also comprise of the something different, something special which is our tagline, will be our moto through every show we produce for TV. All shows will provide a sense of exclusivity to our viewers, thus making them feel an important part of the bigger picture.

2. Our other important goal through this venture is to add leverage to the parent brand Vishesh Films Pvt. Ltd This will be achieved over a period of time, through extensive promotion of our movies along with our shows. Our marketing team will use the same slots as our shows to promote our movies made by the parent brand.

3. Website: Our website www.vishesh4u.in will be the one-stop destination for the youth of today. It will house contests and for the first time ever, live streaming of our shows at the same as they would be show on TV channels. Contests will range from short films to be made on a particular subject to a talent hunt for actors of our next show. The website will be divided into the following sections: a. About Us b. V-Tube

c. d. e. f. g.

V-Forum Downloads Contests News Contact Us

About Us This section will talk about the company and how it started, tracing its history since its inception. It will also talk about the core identity of the brand Vishesh4U and the actually idea behind starting it. It will briefly describe the goals of the company.

V-Tube This section will be the place where the online streaming will take place. The users will have to register first using their Facebook or Twitter Id, and then they can stream and view all our shows online.

V-Forum This section is mainly for Topic Discussions. It will be administered from our office.

Downloads Any kind of download material, like the wallpapers or the music of the shows weve produced for other TV channels will be available here as a Free download.

Contests This place will have a bunch of contests going on at any time of the week. Contests ranging from Talent Hunts to entries for the short films.

News

Any news about the company will be updated over here. Contact Us This section will contain the contact information of the company.

Possible Threats & Weaknesses:

Due to the content produced and since its well defined to specific genres only, the audience might not connect with it instantly owing to the different kind of programming and content they are exposed to at present. If we try to match upto the content exactly the same way, then it might backfire on us and the audience might tag it as Indian fake copy of the original series. The market share also is not that big, so the marketing strategies will have to be very precise and distinct.

Conclusion:
Vishesh4U production house has a huge potential in the Indian Television industry provided they tap the right areas and produce the content as promised by them. If successful, it will set examples to many other production houses who have failed in the past and also give hope to the future of genre specific channels on Indian Television.

Acknowledgments
I would like to thank Bulbul maam for giving such a difficult topic but still guiding and helping me at every step of the process. I would also like to thank Bulbulb maam to write such an awesome textbook, which cleared all my doubts at places where I got stuck.

References
www.visheshfilms.com www.reliancemediaworks.com www.y-films.in www.dharmaproductions.com