The science behind the art of media

I remember watching SRK’s sci-fi attempt Ra. One with my family in 3-D. Total waste, I must say! But, of what I know, it was nowhere close to a money waste for SRK, the face of the film, the maker of the film. And that is no surprise as the marketing activities he did for that film, in a lot of ways changed how films were promoted in India.

I remember walking down the street when I bumped into a school-going kid, who was busy fiddling with new gained toy from the largest chain of quick-service restaurants in India. There was a toy in one of his hands and a pack Ra.One burger in the other. Wow! Shah Rukh is on our plates, literally. That is the length and breadth and depth

that the ‘King Khan’ got into his ‘association plans’. From deodorants to jewellery brands and from luxury bikes to play-station games; the film was stamped as a brand everywhere.

A colleague I remember, during these this time had said, ‘Itna paisa marketing aur promotion mein lagaya hai, usme kitna return hoga, hume kya pata?’ That phrase has stayed with me for a couple of years now. This phrase I believe is, a question that a lot of people in the country might want answers to or at least. A movie buff I know, was always intrigued by the absolute absurdness of a film’s story and the brands it partners with. ‘What is the connection a sci-fi film with a deodorant?’ he asked me once.

This, for me, was a voice of a person who knows the art of the activity, but not the science involved in the mechanism. I wondered how one would be able to bridge this gap. There needs to be some source that can enhance my friend’s understanding and knowledge of the science of media, marketing, etc. But sadly, two years on, my hunt for this source is still on.

Shouldn’t we have a platform that talks to people like me and my friends and help them improve the quality of their grey matter?! I wish the plethora of communication mediums that come in so handy for every little activity throughout our day, would have something to talk about the ‘inside-out’ of the science, art and commerce of media, marketing, advertising etc.

Can the ‘no-more-an-idiot-box’ have something in store of us? We shall have to only hope and pray for that...By Sharmila Mehra, Marketing Director of an MNC Major