Home >> Marketing >> Article

Brands can cross current Rs 100 cr mark with strategic film associations: Vinit Karnik, ESP Properties

14-December-2017
Font Size   16
Brands can cross current Rs 100 cr mark with strategic film associations: Vinit Karnik, ESP Properties

At the unveiling of its first edition of entertainment marketing report, ‘Showbiz, The Indian Superpower’ Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising it, the trends that caught him by surprise and the way ahead.  Excerpts from the interview:

What’s your take on the Rs 100 crore total co-branded marketing media spends for Hindi films in the year?
I was little surprised at the number because I thought it’s a smaller business. When I see the ratio of 1000 movies to just 200 films getting investment support, suddenly everyone feels if it’s done in the right way there is potential for this number to go up. We spoke to industry people including film production units, who ultimately are the beneficiaries.

We thought that the brands are not leveraging movie associations in a strategic way therefore it's staying at a Rs 100 crore figure. Because the business model is based on box office they don't see this as a big monetisation opportunity. Film production wants the brand to take the game slightly up. Brand guys want little creative support from them. It's somewhere there. But at least the thinking is on. Rs 100 crore number has the potential to go up.

What are the trends that caught you by surprise?
One is the Rs 100 crore number. Second is the marketing mix in terms of percentage spent. Film producers spend 10-15 per cent of their production money on marketing. We thought it’s less than that.  The surprise in the endorsement space was in the digital numbers in terms of the time celebrities spend on their social assets.

What went into creating this report?
Because we are the oldest in the business we were tracking this overtime on a year-on-year basis.

We had all the data point internally. We spoke to a lot of industry people, took their feedback on our data and whether they agree with it or not. It's a mash-up of multiple points of views and our own proprietary data. We took eight to nine months to come up with it.

How are you planning to take ‘Showbiz’ ahead?
This report is going to go to the world in terms of brands, the film production studios, and the marketing community. It all depends on how those guys want to leverage it. Over time we will take feedback. 

Your take on India’s 5-7 per cent share in the overall licensing pie?
Imagine as Indians we are spending money on licensed products without even realising it. The point is why are we not creating our own licensed products. It's a big market out there. The trigger point of this is- what are Indians spending on. 
Do you see regional coming up in a big way?
Outside of Tamil Nadu/ Andhra Pradesh there is a big market. Bhojpuri is a big market. Marathi and Punjabi are picking up.

What’s the game plan next year?
We want to build and deep dive into the current subjects in the next two-three years. We want to get deeper into TN, Punjab regional market, regional celebrity quotient, and social engagement.

The MD of Sai Estate Consultants, Chembur, on their marketing strategy, adopting a carpet bombing approach, response to the Wajood app and why he now allocates maximum of his marketing spends on digital

Prachi Mohapatra on fbb’s latest campaign, one-year after going omni-channel, and its growing reliance on content marketing

The marketing head of Greenpanel on marketing approach and how the company is working towards educating consumer about MDF

BookMyShow, Uber, Chumbak, Viacom18 and Radio City are some of the clients of the company

right
left
KARAN THAPAR & SHEKHAR GUPTA DISCUSS JOURNALISTIC ETHICS AT THE PRINT’S ‘OFF THE CUFF’ WOMEN ECONOMIC FORUM AWARDS 2018 RECOGNIZE WOMEN LEADERS OF THE DECADE THE 6TH EDITION OF IAA AWARDS RECOGNIZES THE WORK OF INDUSTRY PROFESSIONALS 11 INDUSTRY EXPERTS PRESENT  THEIR FAVOURITE DIGITAL CASE STUDIES @AD CLUB’S ‘D-CODE BUSINESSWORLD LAUNCHES 14TH EDITION OF MARKETING WHITEBOOK IN MUMBAI INDUSTRY VETERANS CHEER AS ADMAN AMBI PARAMESWARAN LAUNCHES NEW BOOK SPONG AAAI HONOURS VETERAN ADMAN RAM SEHGAL WITH THE 2018 LIFETIME ACHIEVEMENT AWAR PITCH TOP 50 BRANDS 2018 AWARDS COMPANIES WITH BEST MARKETING PRACTICES TEAM BBDO ORGANIZES AJAI JHALA’S FAREWELL WITH FRIENDS & ASSOCIATES RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018

Experts from the advertising industry revealed their mantra for publishers at a recent event held in Delhi

Competition Vs Collaboration. Experts discuss which will help both digital and traditional media produce best results

He is said to be considering various offers and will take a decision soon