Spontaneity has been the key to most of the changes that Ekta Kapoor has brought about. The Joint Managing Director and Creative Head of Balaji Telefilms likes to be “impromptu” and feels that “anything that I say without preparing actually makes a lively connect with the audience”.
According to Kapoor, “Internal understanding is one which is not put down by research and that’s how my organisation has reached such a level. We had the most dysfunctional society set-up, which is women who have to go to their in-laws and after marriage. This was a relationship thrust upon every Indian women and not addressed as social adjustment. Television then underwent a change and we wanted to bring out some other tradition. This brought about the new spate of serials on Indian television,” Kapoor elaborated.
According to her, change is a very big word which comes from a very small understanding. Speaking about change, she felt that adaptability is secondary, acceptance of adaptability comes first.
For Kapoor, breaking rules is very important as she believes for any entrepreneur to get to success, he/ she has to be different and think different. She added, “If you follow rules, you will achieve success and if you break rules, you will achieve failure, which is better than the success as in the path of failures you learn and discover something new.”
For Balaji and Kapoor, Indian audience is constantly hungry and wants something new, so she has to fulfill the needs of the people by trying her hands on almost everything within the industry.
Emphasising on the ground activation and its effectiveness, Kapoor cited an example of how they have been doing events in Delhi for her new film ‘Kyaa Super Cool Hain Hum’ and they managed to get 7.12, the highest ever collection during the month of Ramadan for a film of that size.
“I think becoming viewer is my mantra to success. I will say never follow research, but follow your instinct,” Kapoor concluded.
Ekta Kapoor was speaking at the fifth annual convention of Events and Experiential Marketing Association (EEMA) – EEMAGINE 2012. The convention is being held in New Delhi over three days – July 28, 29, 30.