{"id":12471,"date":"2022-09-28T19:53:48","date_gmt":"2022-09-28T14:23:48","guid":{"rendered":"https:\/\/academy.winnerbrands.in\/?p=12471"},"modified":"2022-09-28T19:53:48","modified_gmt":"2022-09-28T14:23:48","slug":"picture-abhi-wonky-hai","status":"publish","type":"post","link":"https:\/\/winnerbrands.in\/brand-opinions\/picture-abhi-wonky-hai\/","title":{"rendered":"Picture abhi wonky hai"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"12471\" class=\"elementor elementor-12471\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e516b91 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e516b91\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-069c22c\" data-id=\"069c22c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-13bc353 elementor-widget elementor-widget-text-editor\" data-id=\"13bc353\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>Note from the FreeFlowing team: This week we return with another guest article. This one was penned by Manu Prasad, who is no stranger to WinnerBrands. The CMO of Scripbox, Manu has interacted with us several times before, for instance, <a href=\"https:\/\/winnerbrands.in\/expert-sessions\/how-challenger-brands-are-rewriting-brand-building-with-manu-prasad\/\" target=\"_blank\" rel=\"noopener\">this podcast<\/a> where he sat down with Gurudev to talk about how challenger brands are rewriting the brand-building playbook.<\/p><p>Manu is a full-stack marketer with over two decades of experience in traditional and startup environments in domains ranging from fashion to fintech. He has also been an avid blogger at <a href=\"https:\/\/www.manuscrypts.com\/\" target=\"_blank\" rel=\"noopener\">manuscrypts.com<\/a> since 2003.<\/p><p>In this article, he presents his take on the recent phenomenon of South movies trumping Bollywood at the box office. True to character, this lifelong brand marketer has used a brand-building lens to look at the issue.<\/p><p>Over to Manu&#8230;<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2952080 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"2952080\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#0c0d0e;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider .elementor-divider{display:flex}.elementor-widget-divider .elementor-divider__text{font-size:15px;line-height:1;max-width:95%}.elementor-widget-divider .elementor-divider__element{margin:0 var(--divider-element-spacing);flex-shrink:0}.elementor-widget-divider .elementor-icon{font-size:var(--divider-icon-size)}.elementor-widget-divider .elementor-divider-separator{display:flex;margin:0;direction:ltr}.elementor-widget-divider--view-line_icon .elementor-divider-separator,.elementor-widget-divider--view-line_text .elementor-divider-separator{align-items:center}.elementor-widget-divider--view-line_icon .elementor-divider-separator:after,.elementor-widget-divider--view-line_icon .elementor-divider-separator:before,.elementor-widget-divider--view-line_text .elementor-divider-separator:after,.elementor-widget-divider--view-line_text .elementor-divider-separator:before{display:block;content:\"\";border-bottom:0;flex-grow:1;border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--element-align-left .elementor-divider .elementor-divider-separator>.elementor-divider__svg:first-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-left .elementor-divider-separator:before{content:none}.elementor-widget-divider--element-align-left .elementor-divider__element{margin-left:0}.elementor-widget-divider--element-align-right .elementor-divider .elementor-divider-separator>.elementor-divider__svg:last-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-right .elementor-divider-separator:after{content:none}.elementor-widget-divider--element-align-right .elementor-divider__element{margin-right:0}.elementor-widget-divider:not(.elementor-widget-divider--view-line_text):not(.elementor-widget-divider--view-line_icon) .elementor-divider-separator{border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--separator-type-pattern{--divider-border-style:none}.elementor-widget-divider--separator-type-pattern.elementor-widget-divider--view-line .elementor-divider-separator,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:after,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:before,.elementor-widget-divider--separator-type-pattern:not([class*=elementor-widget-divider--view]) .elementor-divider-separator{width:100%;min-height:var(--divider-pattern-height);-webkit-mask-size:var(--divider-pattern-size) 100%;mask-size:var(--divider-pattern-size) 100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}.e-con-inner>.elementor-widget-divider,.e-con>.elementor-widget-divider{width:var(--container-widget-width,100%);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3c02010 elementor-widget elementor-widget-heading\" data-id=\"3c02010\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">Missing the wood for the trees<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3578e52 elementor-widget elementor-widget-image\" data-id=\"3578e52\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1200\" height=\"675\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-8.jpg\" class=\"attachment-full size-full wp-image-12478\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-8.jpg 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-8-300x169.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-8-1080x608.jpg 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-8-768x432.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9f35cb0 elementor-widget elementor-widget-text-editor\" data-id=\"9f35cb0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>The world is fighting many existential crises &#8211; climate change, rising inequality, real and virtual viruses. That\u2019s why it\u2019s imperative that we discuss the one thing that offers us escape from all this.<\/p><p>No, not the metaverse, but Bollywood. And its own existential crisis. I tried unsuccessfully to fob it off as Bollywood getting on the quiet quitting bandwagon but got unamused looks.<\/p><p>So here goes &#8211; a simplistic take on it.<br \/><br \/>As a brand practitioner, one of my favourite framings is one made by Jeremy Liew &#8211; <em>When a consumer market is new, distribution wins. As consumers become educated, the product wins. When products reach parity, the brand wins.<\/em><br \/><br \/>Let us try applying it in this context.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d176719 elementor-widget elementor-widget-heading\" data-id=\"d176719\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Distribution: The pull before Pushpa\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cb21d94 elementor-widget elementor-widget-text-editor\" data-id=\"cb21d94\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Long before Baahubali, which is considered the beginning of the current wave of pan-Indian movies, South movies had a market up North.<\/p><p>I\u2019m sure you remember the deluge of these movies on SET Max and Zee Cinema in the 2000s. Dubbed versions of Tamil and Telugu movies had been hits in Bihar since 2011, but the scale in the theatre context was never big enough to be a threat.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-66dd61a elementor-widget elementor-widget-image\" data-id=\"66dd61a\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"528\" height=\"297\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-6.jpg\" class=\"attachment-full size-full wp-image-12476\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-6.jpg 528w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-6-300x169.jpg 300w\" sizes=\"(max-width: 528px) 100vw, 528px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a84a66e elementor-widget elementor-widget-image\" data-id=\"a84a66e\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1200\" height=\"675\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-5.jpg\" class=\"attachment-full size-full wp-image-12475\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-5.jpg 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-5-300x169.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-5-1080x608.jpg 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-5-768x432.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4dce7cb elementor-widget elementor-widget-text-editor\" data-id=\"4dce7cb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>But then the great leveller entered the game &#8211; the internet, which eliminates incumbent middlemen and builds its own. Accelerated by the pandemic, OTT became the new destination. Even after theatres opened, many movies were directly released on OTT. Even if they did release first in theatres, they would be on OTT in 45 days.<\/p><p>On OTT, distribution became a level playing field. More importantly, the viewer would pay for charcoal-infused water + caramel popcorn + ticket + inflation only for paisa wasool fare. With star vehicles breaking down, distributors were willing to take any product that fit that description.<\/p><p>And that definitely wasn\u2019t Laal Singh Chaddha or Raksha Bandhan, which took each other out in a limited addressable market!<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-67545b0 elementor-widget elementor-widget-heading\" data-id=\"67545b0\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Product: The sham in Shamshera\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a90de0d elementor-widget elementor-widget-text-editor\" data-id=\"a90de0d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Meanwhile, OTT didn\u2019t just give access, it provided diversity of content and piqued every kind of taste graph. Bollywood had begun taking its eye off the mass-market ball and shifting to the sensibilities of the multiplex audience. But with OTT, that crowd could choose anything on a scale of Sima Aunty to Fahadh.<\/p><p>Even for the mass audience, the originals, say, Drishyam in Malayalam, Arjun Reddy in Telugu, were now available without the services of Ajay Devgn and Shahid Kapoor respectively.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0756fdd elementor-widget elementor-widget-image\" data-id=\"0756fdd\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"495\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-7.jpg\" class=\"attachment-full size-full wp-image-12477\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-7.jpg 800w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-7-300x186.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-7-768x475.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-25f87bf elementor-widget elementor-widget-image\" data-id=\"25f87bf\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"400\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-4.jpg\" class=\"attachment-full size-full wp-image-12474\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-4.jpg 600w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-4-300x200.jpg 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bbb784c elementor-widget elementor-widget-text-editor\" data-id=\"bbb784c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>With Baahubali, South Indian moviemakers and stars realised they also had the product for the mass theatre audience &#8211; what startups would call product-market fit. A mix of:<\/p><ul><li>Fresh settings, contexts, actors and styles<\/li><li>A reasonably linear hero\u2019s journey with an underdog fighting an incumbent power (Pushpa, KGF, RRR, and Gangubai, the exception to the Bollywood low)<\/li><li>Toppings &#8211; the flavours of the season &#8211; majoritarian populism (Kashmir Files) with a side of mythology (RRR) or anti-nepotism (Yash\u2019s \u201cmerit\u201d dialogue in KGF2), working on identity and upward mobility respectively<\/li><li>Enough testosterone to make Salman blush, for guarantee<\/li><\/ul><p>Shamshera, despite having some of these ingredients, portrayed upper-caste Hindus as villains, in a movie which had the British! This shows how bad their knowledge of the mass audience was.<\/p><p>While Bollywood got busy with Paan India ads, the rest honed the pan-India product and went D2C not just on OTT but in theatres too.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1db3333 elementor-widget elementor-widget-image\" data-id=\"1db3333\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"798\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-2.jpg\" class=\"attachment-full size-full wp-image-12481\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-2.jpg 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-2-300x200.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-2-1080x718.jpg 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-2-768x511.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b118592 elementor-widget elementor-widget-image\" data-id=\"b118592\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"630\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-3.jpg\" class=\"attachment-full size-full wp-image-12473\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-3.jpg 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-3-300x158.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-3-1080x567.jpg 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-3-768x403.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fd0c919 elementor-widget elementor-widget-heading\" data-id=\"fd0c919\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Brand: RRR: Royalty Requires Repositioning\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ebbfed3 elementor-widget elementor-widget-text-editor\" data-id=\"ebbfed3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Facing D2C and a superior product, only Bollywood\u2019s brand power could save it from the pan-India assault. Between Sushant Singh Rajput and Aryan Khan, Bollywood\u2019s image was already being battered by nepotism. At least some of Bhool Bhulaiyaa 2\u2019s success was thanks to Kartik Aryan\u2019s real-life narrative of being a nepotism victim after being dropped from Dostana 2. But yes, even that narrative isn\u2019t enough to help a bad product &#8211; Kangana\u2019s Dhakkad is an example.<br \/><br \/>Given that brand value is now built equally by the off-screen personas, the low visibility and the relatively subdued lifestyle of South Indian heroes worked in their favour, especially when compared to the ostentatious lifestyles of KJo\/Khans\/Kapoors. Call it insurance against #BoycottBollywood. They also got their marketing right. KGF\u2019s usage of \u201cKGF Times&#8217; &#8216; and Rocky Trivia was just great content marketing.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5796a7f elementor-widget elementor-widget-image\" data-id=\"5796a7f\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"900\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-9.jpg\" class=\"attachment-full size-full wp-image-12479\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-9.jpg 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-9-300x225.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-9-1080x810.jpg 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-9-768x576.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-70a8c35 elementor-widget elementor-widget-text-editor\" data-id=\"70a8c35\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Also, playing to the first point, the humility of South Indian stars during interviews was pitch perfect. That partly explains Liger failing despite AnaKonda &#8211; Ananya + Deverakonda, as the quip goes- thanks to the latter\u2019s braggadocio and a crappy product.<br \/><br \/>Finally, the pan-India crowd played the brand card smartly after Prabhas\u2019 double failures following Baahubali 2. RRR featuring Alia Bhatt and Ajay Devgn, and KGF2 with Sanjay Dutt and Raveena Tandon meant that brand investments were diversified.<br \/><br \/>Brahmastra, though it remains a Schrodinger\u2019s hit thanks to flop arguments, shows that Bollywood is beginning to learn all three lessons. Also, for every pan-India hit, there are a couple of flops.<\/p><p>Thus the truth continues to be that there is no static formula, and every Friday could end in love or thunder.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3524f32 elementor-widget elementor-widget-image\" data-id=\"3524f32\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"675\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-1.jpg\" class=\"attachment-full size-full wp-image-12480\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-1.jpg 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-1-300x169.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-1-1080x608.jpg 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-1-768x432.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fa5e094 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"fa5e094\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Note from the FreeFlowing team: This week we return with another guest article. This one was penned by Manu Prasad, who is no stranger to WinnerBrands. The CMO of Scripbox, Manu has interacted with us several times before, for instance, this podcast where he sat down with Gurudev to talk about how challenger brands are [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":12478,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Picture abhi wonky hai - WinnerBrands - Helping brands leverage the power of top marketing talent<\/title>\n<meta name=\"description\" content=\"Scripbox CMO Manu Prasad decodes the Indian movie industry in the wake of releases like Baahubali, RRR, and Brahmastra - using brand building frameworks.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/winnerbrands.in\/brand-opinions\/picture-abhi-wonky-hai\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Picture abhi wonky hai - WinnerBrands - Helping brands leverage the power of top marketing talent\" \/>\n<meta property=\"og:description\" content=\"Scripbox CMO Manu Prasad decodes the Indian movie industry in the wake of releases like Baahubali, RRR, and Brahmastra - using brand building frameworks.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/winnerbrands.in\/brand-opinions\/picture-abhi-wonky-hai\/\" \/>\n<meta property=\"og:site_name\" content=\"WinnerBrands - Helping brands leverage the power of top marketing talent\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/winnerbrands\" \/>\n<meta property=\"article:published_time\" content=\"2022-09-28T14:23:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/Picture-abhi-wonky-hai-8.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"675\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"akhil_academy\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@WinnerBrandsCo\" \/>\n<meta name=\"twitter:site\" content=\"@WinnerBrandsCo\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"akhil_academy\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/winnerbrands.in\/brand-opinions\/picture-abhi-wonky-hai\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/winnerbrands.in\/brand-opinions\/picture-abhi-wonky-hai\/\"},\"author\":{\"name\":\"akhil_academy\",\"@id\":\"https:\/\/winnerbrands.in\/#\/schema\/person\/5bf462ddb58d703c4e88c4a12d8f3be3\"},\"headline\":\"Picture abhi wonky hai\",\"datePublished\":\"2022-09-28T14:23:48+00:00\",\"dateModified\":\"2022-09-28T14:23:48+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/winnerbrands.in\/brand-opinions\/picture-abhi-wonky-hai\/\"},\"wordCount\":978,\"commentCount\":2,\"publisher\":{\"@id\":\"https:\/\/winnerbrands.in\/#organization\"},\"articleSection\":[\"Brand Opinions\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/winnerbrands.in\/brand-opinions\/picture-abhi-wonky-hai\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/winnerbrands.in\/brand-opinions\/picture-abhi-wonky-hai\/\",\"url\":\"https:\/\/winnerbrands.in\/brand-opinions\/picture-abhi-wonky-hai\/\",\"name\":\"Picture abhi wonky hai - 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