When can social media celebrity also an ex actor use news media video national channel as an advertising platform for a film release awareness campaign just as much as an advertorial in a national daily.? Don’t know of any other situation!!!
Referring to the recent interview of Rishi Kapoor by Arnab on Republic TV on May 6, 2018
The observations and lessons from this video are as I see it. Please watch and see if you are provoked or motivated to write your thoughts here or message me.
Marketing of any idea/service/product requires an awareness to be created and getting consumers is easy if some endorsement is done or quality is assured and sold at prices affordable. When it comes to entertainment like cinema/movie it is today sold with great hype and gusto and across all media including digital. However, the recent interview of Rishi Kapoor by Arnab seems to set a new trend.
Background;
The TV and the anchor:
- Republic launched after much fanfare and as much self-endorsed, greatly publicized and by star anchor Arnab with good experience in Journalism-TV
- Aim seems to compete with Timesnow and other channels are not considered competition
- There is a seemingly culture transformation by endorsing use of the F word which is repeated more often as not to use – which indirectly may provoke use by viewers more easily and accepted norm.
- Repeated broadcast of the interview as an advertisement – is a great way to promote the personality, the movie and make people accept the curse words
- The interviewer by being aggressive and taking the personality being interviewed as one who is great and yet is lesser than other personality being mentioned has showed a new paradigm of interview skills.
- News rooms need not be only churning out news and controversy etc, promoting issues, products, ideas, movies, services etc could be a regular feature.
- One news anchor who I remember became a product promoter exclusively in TV channels was Tabassum. But that looked pale in front of today’s presentation.
- Even TV shows like that of Kapil Sharma showcased movies and is done by others. That involved teams. Here is one anchor-one actor story.
The personality and the movie
- Rishi Kapoor and his family needs no introduction.
- Yet an actor in Rishi Kapoor retired at age 47 ( he admits it is better to exit gracefully) and has been more prolific in social media with a great, easy and flexible way of using his good English and also some curse words
- The ability to be in limelight through social media perhaps was a good strategy by Rishi Kapoor to be connected to his fans and masses
- That though his family and industry respect him gave him no chance after his age 47 speaks volumes of merit and capabilities.
- Though being famous and great and in movies for generations, humility and being fiercely independent are great skills to possess
- Conversing on national TV with an acclaimed anchor and being witty and in good repartee for all questions needs great presence of mind. Something we could learn.
- Again may be not with the intention to promote the curse word – it is admitted that it is a part of our culture. Is this decadence of our culture or just fine. Conservative minds may revolt on this issue.
- The greater iconic names mentioned of actors like late Rajesh Khanna or Amitabh Bachhan and this personality Rishi Kapoor candidly mentioning that he is no measure for the great actors is something actor should aspire. Surprisingly action heroes have usurped titles like action King, Thallapathi, Thalaiva, King Khan, Badshah etc in a monarchical usurp.
- The carefree or don’t care a damn attitude is reason for good health and must be backed by other good measure for being fit. Amitabh older acts as 102 age and Rishi at 66 acts a 75. Age is no criteria in politics and perhaps in movies.
- Very softly the movie is introduced. 102 not out.
The observations
Here are two characters teaming up to showcase a movie as promotion. In the marketing world it measures up to the AIDA model for advertising and in a viral mode -it will send out signals for many to watch this movie. Something different. Introduces the twitter handle of the personality and his way of using the curse word and last wishing the best for the new movie launch.102 not out.
Beats the whole digital effort through a great interview. PR agents take a bow. News anchor can do the job. Does it matter at all. Who cares. Convinced me. Of the Social media. Of the Personality. Of The Anchor. Of how to promote a movie.
Spare the F word …….will use it if the movie “Flops”.!!!
