'I am a court jester who keeps entertaining people', says Karan Johar

'I am a court jester who keeps entertaining people', says Karan Johar

Author | Pallavi Goorha | Monday, Dec 04,2006 9:41 AM

'I am a court jester who keeps entertaining people', says Karan Johar

After family dramas and cool candy floss like 'Kuch Kuch Hota Hai' and 'Kabhie Khushi Kabhie Gham' (both Box Office hits, by the way), Karan Johar now wants to do something 'hatke'. The director now wants to try his hand at animation films. Meanwhile, viewers can look forward to having 'Koffee with Karan' on STAR World from February 2007 again.

In an exclusive interview with exchange4media, Johar said, "It's my production house's (Dharma Productions) first animation film, and I am naturally very excited about going into a new territory. It's going to be based on a novel concept, a complete feature film with songs, emotions and everything you name it. Suresh Nair is going to write the script. I hope to get the right technical team in place early next year and believe my animation film will get the formula right for our audience."

Meanwhile, 'Koffee with Karan' is set for its season. Johar said, "Shootings for series will commence from the first week of January 2007, and I am looking forward to anchoring this programme again. The programme will feature major Bollywood stars as well as ministers."

Speaking about the role brands play in films, Johar said, "The year 2006 has been a dream year for Bollywood, which means that films are becoming bigger and the hype around films are also getting bigger and bigger. Brands are now looking at Bollywood in a more serious fashion. Till about the end of 2005, brands were more kind of flirting with Bollywood, as there would be only one off assignments."

According to Johar, there were three segments that were active on the branded entertainment front – product placement, associative marketing and in-cinema advertising. "This is a nearly Rs 2-2.5 billion industry. There has been a 100 per cent growth as compared to 2005," Johar said.

"The figure is expected to go up to Rs 8 billion, which will comprise the above mentioned segments as well as activation, merchandising, on-ground events, etc. Brands can involve themselves with films from the 'script to screening' stage," Johar further said.

"Brands can also take some aspects of the film and do promotions involving merchandising. Apart from this, some aspects of the film can also be taken and be made into AFPs (advertiser funded programmes) on television. Brands can also take the starcast of the film and make an on-ground event out of it," he pointed out.

Johar has been in the news recently for the strategic tie-up with NDTV to launch a new entertainment by mid-2007. Johar, who will be on the Board of NDTV Entertainment, will work on the content of the channel along with being a host of other shows for NDTV Entertainment. He will help originate concepts and new programming ideas for the channel and will be an ambassador for the NDTV Entertainment brand.

The world knows Johar as a talented director and a gracious host on 'Koffee with Karan'. But what is Karan Johar really like as a person? Pat comes the reply, "I am a court jester who keeps entertaining people, but who needs to be entertained at times too. I am a happy, positive person and a keen observer of human emotions. Style comes from the person you are and not from the person you want to be."

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