Adgully Exclusive | Spreading the Y-rus!
With an experience of 17+ years in Media & Entertainment especially dealing with the youth Patil can now consider it Childs play. In compliance with the hard fact that 70% of the country is between the age of 15 - 35 years Patil states that the youth is too big an audience to ignore as they influence everything.
"Today the single largest movie going audience is young people," states Patil. He claims that they are the ones who decide what works and what does not. The youth needs to be excited about the movie only then will it have a good opening at the box office.
The launching of a studio exclusively dedicated to the making of youth films is a breakthrough in the industry. According to Patil, unlike the west in India there are very few youth oriented movies. The few youth movies that were made cannot be truly "youth" as the actors portraying the youth are well passed that age.
Commenting on building this genre of youth films Patil says, "If it's easy it will be boring." Patil says that they will be gunning after this market with story lines that will focus on young people. By bringing that "masti" element and speaking in their lingo Y Films will create a boom with the audience. All these themes relate with the Y Films logo of two fingers (\m/).
Patil expresses that marketing to the youth is mammoth task but not impossible. This audience can smell a sales pitch a mile away. Thus the creating element has an in built amplifier that Patil hopes will have show the following effect: View, Replay, Like and Share. "This content is like social currency," says Patil. However in the end it is about having a good story and telling it well.
For their movies the marketing techniques will have a unique twist to it. As opposed to the classic style of trailer ' song ' interview - talent hunt/contests the team headed by Patil himself has created a lot of content that is not included in the movie. Some of them include the Teddy Y-rals videos, Bros Before Hos and the T-Shirt Song which was shot in stop motion animation.
With summer already here campus marketing would not make sense since there would either be exams in process or vacations. Patil expresses, "the latest youth hangout these days is not at a coffee shop but online." Hence, Y Films will be aggressively present in the digital space.
Their forthcoming release Luv Ka The End shows a seamless integration with brands like Lakme, Mentos, Onida Mobile Phones and computer brands as well in the narrative itself. Brands view these youth focused movies as a platform to talk to the audience.
Going back to the logo, it was created using the best elements of Yash Raj Films and interpreted in their own way. Patil states that the first look is very important and has to have that "buzz value" and so they created a studio sting or trademark for Y Films. Using flip book and paper folding animation along with an arrangement of stomp and beat box music the studio shows a "typical day of an 18 year old' that expresses the vision of Y Films which is "of the youth, by the youth, for the youth." This was first introduced with Band Baaja Baaraat and was well received by audiences.
Patil also stated that the total marketing spends for their forthcoming movie Luv Ka The End is approximately Rs. 5 crores while the project cost including production is approximately Rs. 10 crores. He also states that it is not a high cost production as compared to lavish Yash Raj Films. However it will be showcased with the same Yash Raj charm. The movie will launch across the country in metros as well as smaller cities at screens where youth engagement is more prominent. Luv Ka The End is expected to be well received at the box office across the nation.
So are we truly ready for the Y-rus? | By Vanessa Azavedo [vanessa(at)adgully.com]
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