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Planman Life executes management mantra to entertainment

25-October-2004
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Planman Life executes management mantra to entertainment

Imagine an economist and management guru, who has offered consultancy services to Fortune 500 global corporations, successfully applying management principles to business process outsourcing, human resources, management education, public affairs, market research, immigration, corporate counseling and, surprisingly, even in Bollywood film production and TV content creation business, and, one name that hits the mind is Professor Arindam Choudhury. Within a decade, 32-year-old Choudhury's Planman Consulting Group has already crossed the Rs 30-crore revenue mark in consulting fees and has announced plans to offer consulting services in emerging sunrise industries.

,The multi-faceted consulting firm has diversified into IT-enabled services after an investment of Rs 127 crore. The fully operational data conversion and management facility, Planman ITES will be opened in Delhi in October to accommodate 3,200 professionals to cater to the global publishing industry. Planman Consulting is charting out an ambitious growth course to add to its existing business ventures such as the Human Resource Intelligence Cell, Indian Centre for Public Affairs and Public Relations, Indian Council for Market Research, Asia Development Intelligence Unit, Centre for Corporate Identity and Strategy Development, Indian Institute of Planning and Management as well as immigration services. After being associated with the production and marketing of two Bengali movies, Chaudhury formally launched Planman Life, a fully dedicated production and communications venture in 2001. It is ready to release the Rs 10-crore film project 'Rok Sako To Rok Lo' to rewrite the rules of filmmaking.

Chaudhury proudly claims, "The name Planman Life was chosen to literally put 'life' into the extremely disorganised Indian entertainment business. We have set new benchmarks - exhaustive research for zooming on the right script; focus groups to ascertain the styling and look of our film's characters; cost efficiencies of 30 per cent in film production with zero wastage; a marketing and promotional budget of Rs 4 crore, valued at an estimated Rs 10 crore, all in all, the best of business practices emulating Hollywood in India." Incidentally, Choudhury has roped in advertising professional Prasoon Joshi (National Creative Director, McCann Erickson) to write the lyrics of the film because "Joshi knows the pulse of the youth and can speak to them in their own language."

Deepak Shah, CEO, Planman Life, adds, "Our media consulting model takes care of minute details such as 360-degree multimedia communication plan for entertainment brands; coordinating in-film placements, sponsorships, well-orchestrated shooting schedules, cost-efficient outsourcing of hardware and technical services and even the safety of unit hands on the film sets. We have already started getting enquiries from other entertainment companies to handle their projects." However, with all its initiatives lined up, Planman Life seems set to give a new lease of life to the Indian entertainment industry.

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