Skip to main content

Why an asinine 'Dhoom 3' and a starkly real 'Drishyam' makes money

How can an asinine movie like 'Dhoom 3' make the money its made? You can't answer that question until you ask another. Why are audiences in Kerala flocking to 'Drishyam'?

The answers to these questions don't bring to the surface what may seem like a contradiction simply because the co-existence of opposite impulses must by default be assumed as being part of human nature. Such 'non-contradictory contradictions' are best seen and understood when we turn consumers.

Parking our brains at the door so we can live a fantasy is what we do when we step in to a 'Dhoom 3'. Keeping our real selves intact is how we approach 'Drishyam'. Now it is possible some audiences take more to asinine fantasy where others crave reality, but combinatory-contradictory impulses by default exist within all of us.

The lesson here for marketers is they mustn't mis-assume people are led only by a particular impulse. For example, its easily assumed the middle class in India is price conscious because its always rational consumption acts they engage in. Wrong. The middle class in India is as irrational as any other cohort. So for them, as for others, fantasies work as do doses of reality. Of course, the challenge for marketers is to read the context right so they know what the drivers of consumption are, in relation to their target audience.

Its should be no surprise that juvenile nonsense like 'Dhoom 3' makes money. Equally, it should not baffle when you see a 'Drishyam' running to packed theaters.

Now if you get what isn't really a contradiction, you'll have deciphered human nature. Plus you'll be on your way to eternal bliss.


Popular posts from this blog

Situational Involvement of Consumers

There are two types of involvement that consumers have with products and services, Situational and Enduring. Situational involvement as the term suggests, occurs only in specificsituations whereas Enduring involvement is continuous and is more permanent in nature.

Decisions to buy umbrellas in India are driven by the onset of Indian monsoon. Monsoon rains arrived in India over the South Andaman Sea on May 10 and over the Kerala coast on May 28, three days ahead of schedule. But then, after a few days of rain, South India is witnessing a spate of dry weather. Temperatures are soaring in the north of India. The Umbrella companies in the state of Kerala are wishing for the skies to open up. So is the farming community and manufacturers of rural consumer products whose product sales depend totally on the farming community. The Met. department has deemed this dry spell as 'not unusual'.

India's monsoon rains have been static over the southern coast since last Tuesday because of a…

Prior Hypothesis Bias

Prior Hypothesis bias refers to the fact that decision makers who have strong prior beliefs about the relationship between two variables tend to make decisions on the basis of those beliefs, even when presented with the evidence that their beliefs are wrong. Moreover, they tend to use and seek information that is consistent with their prior beliefs, while ignoring information that contradicts these beliefs.

From a strategic perspective, a CEO who has a strong prior belief that a certain strategy makes sense might continue to pursue that strategy, despite evidence that it is inappropriate or failing.

Ref : Strategic Management : An Integrated Approach, 6e, Charles W L Hill, Gareth R Jones

Wearing Cuba means Walking Cuba

There's something ethereal about wearing 'Cuba'. Suddenly its the streets of Havana, smoke filled and lit by the groovin', more than the lights. The bars are packed to hilt and dreamy women seem to glide by. The feeling's beyond magical.

How did I get there?

Before I explain, I gotta tell you about the power of brands to take you places. Brands bring with them an ability to prompt you to conjure up the unreal. They can transform your reality into fantasy. And consumers are more than willing partners to brands as the drudgery they face in everyday life begs an injection of fantasy. Brands that operate in a zone of the unreal do the conjuring act as there's nothing else that consumers can call for, while making judgements. For instance, what should I be judging the lip paint on? Its colour and tone or its ability to turn me into a diva?

Cuba's a perfume. The moment I wear it, I am traipsing the streets of Havana. Its smoke filled bars I see. Its music I hear and…