The Mesmerizing Romance..:)
“Yeh Jawaani Hai Deewani” was an Indian romantic comedy movie, which was released on 31st May, 2013. After its release, it attracted some critical acclaim. But, despite that, it emerged as a huge box-office success. It ranked 10th among the highest grossing Bollywood films of all time in India and worldwide. Its popularity did not end there. It went on to become the 9th highest grossing Bollywood film in the overseas markets.
The sole reason behind Yeh Jawaani Hai Deewani attracting the kind of audience it did lied essentially in the marketing, promotional and other strategies that they had undertaken. The above mentioned strategies form an inevitable part of “Operations Management”. Therefore, adding a tinge of Operations Management and thereby helping understand how all the activities relating to the production and eventually the success of Yeh Jawaani Hai Deewani , have adhered to the basic norms of the same, I have tried to write the rest of the article.
OPERATIONS:
Focusing on the Operations part first, the various operations involved in the making of the film can be divided into the following categories, namely:
Ø Production-
Ø Cast - Ranbir Kapoor, Deepika Padukone, Aditya Roy Kapoor, Kalki Koechlin, Kunal Roy Kapoor, Madhuri Dixit( guest appearance), Farooq Shaikh
Ø Production Design - Rajnish Hedao & Amrita MahalØ Set Decoration - Sumaiyya Shaikh
Ø Set Designing - Bernard Chedin
Ø Costume Design - Manish Malhotra & Samidha Wangnoo
Ø Costume and wardrobe- Niti Apurva Patel
FINANCE:
Coming to the Finance part, the various sponsors that had been roped in for the YJHD project included: Ø Garner Fair Connect as the Presenting Sponsor
As it is evident from the above mentioned bullet points, the said film’s financing has been obtained from sponsors. However, it could have been acquired from any private investor, product placement, film studio, entertainment company and/or out-of-pocket funds.
The third in the row being Marketing, the movie market saw a clutter breaking campaign of Yeh Jawaani Hai Deewani, earlier in 2013. The marketing strategies undertaken by them can be broadly divided into the following two categories:
PROMOTION & ADVERTISING:
Ø Sony MAX broke all boundaries with another innovative marketing campaign, to promote YJHD. The channel was seen celebrating the campaign thought of “Yahan Badtameezi nahi chalegi, badtameezi chalegi toh sirf MAX par” using a full 360º marketing campaign that entails the use of various media mix like television, print, radio, outdoor, digital and cinema.
Ø Apart from that Max had taken commercial spots on music, youth and ids channels including 9XM, Bindaas, MTV, Mastii, Disney, Nickelodeon, Sonic, Nick Jr,MH1 and 9X Tashan.
Ø In Mumbai and New Delhi, it has planned interactive radio promotions with Red FM, wherein listeners are being asked for their ‘badtameez moment’.
Ø The “Below the line” advertising campaigns had been used to attract mass audiences.
Ø Similarly, eye catching hoardings were seen in prominent bus shelters in Mumbai and Delhi.
Ø Sony had also conducted dramatic skits to grab eye balls of the people chilling at café hubs.
Ø On Facebook, viewers could take a quick test to figure out if they are a funny badtameez or a romantic badtameez and get that stamped across their profile pictures. It had an interesting application called “My badtameez dil wants”.
Ø The Twitterati could use the hashtag #nobadtameezi and their friends to board the badtameez train on twitter.
Ø Adding to that Nokia India had announced its association with Dharma Productions for the film.
MARKET RESEARCH:
The film makers need to stay updated with the reviews from the audiences as well as film critics such as Rajeev Masand, in order to get a bird’s eye view of the market, the preferences of the audience etc. The producers of YJHD are expected to have conducted a similar research before thinking of taking up the project.
The Human resources being the fourth and the last part under the study of Operations Management, the various points that can be enlisted under it are:
Ø Auditions: This can serve as the counterpart of the recruitment procedure of some of the major organisations. All the actors involved in the movie must have been through the audition process, for the specific characters role they played.
Ø Performance Evaluation: The film’s overall success depends on every drop of sweat that has been put in by each of the individual actors.
Ø Training and continuing development: of the people involved in the movie forms an important part of HR. This helps them improve their skillset and capabilities and improves the overall talent of the workforce.
Ø Personnel Records: This pertains to the systematic organisation of the factual and comprehensive information about the cast and crew of the movie.
Ø Salary and Wages Administration: It pertains to the amount of money charged by the individual actors for the role allotted to them. It also takes into consideration the leave records and turnover records.
“Yeh Jawaani Hai Deewani” was an Indian romantic comedy movie, which was released on 31st May, 2013. After its release, it attracted some critical acclaim. But, despite that, it emerged as a huge box-office success. It ranked 10th among the highest grossing Bollywood films of all time in India and worldwide. Its popularity did not end there. It went on to become the 9th highest grossing Bollywood film in the overseas markets.
Serenity at its best..:)
The King Of Hearts..!!
OPERATIONS:
Focusing on the Operations part first, the various operations involved in the making of the film can be divided into the following categories, namely:
Ø Production-
Ø Producer- Hiroo Yash Johar & Karan Johar ( Dharma Productions )
Ø Co-producer- Apoorva Mehta
Ø Concept and Storyline-
Ø Hussain Dalal (dialogue)
Ø Hussain Dalal (dialogue)
Ø Ayan Mukherjee (story & screenplay)
Ø Direction-
Ø Director- Ayan Mukherjee
Ø Director- Ayan Mukherjee
Ø Assistant Director- Gautam Bhalla, Anubhav Chopra , Shivam Hingorani, Ronick A. Lavingia, Siddhartha Luther , Dave Sohrab Makker, Sreeti Mukherjee, Freya Parekh, Suraj Sadanah, Sharan Sharma, Santosh Singh, Taranveer Singh, Avinay Widge.
Ø Cast - Ranbir Kapoor, Deepika Padukone, Aditya Roy Kapoor, Kalki Koechlin, Kunal Roy Kapoor, Madhuri Dixit( guest appearance), Farooq Shaikh
Ø Film Editing- Akiv AliØ Music -
Ø Sound Track & Background Score -Pritam
Ø Sound Track & Background Score -Pritam
Ø Lyrics - Amitabh Bhattacharya & Kumaar( Dilli Waali Girlfriend)
Ø Production Design - Rajnish Hedao & Amrita MahalØ Set Decoration - Sumaiyya Shaikh
Ø Set Designing - Bernard Chedin
Ø Arrangement of props - Nimisha Goswami
Ø Costume Design - Manish Malhotra & Samidha Wangnoo
Ø Makeup department- Ayesha DeVitre
Ø Production Management-
Ø Production Supervisor - Malika Singh
Ø Production Supervisor - Malika Singh
Ø Animation - Vumzolian Gwite& Sridhar Neelkantan
Ø Costume and wardrobe- Niti Apurva Patel
The Complete Team Of YJHD..!!
FINANCE:
Coming to the Finance part, the various sponsors that had been roped in for the YJHD project included: Ø Garner Fair Connect as the Presenting Sponsor
Ø P&G Shiksha as powered by sponsor
Ø Mahindra Centuro, Mahindra Maximmo, Indusind Bank, Lava and OLX as the associate sponsors of the premiere.
As it is evident from the above mentioned bullet points, the said film’s financing has been obtained from sponsors. However, it could have been acquired from any private investor, product placement, film studio, entertainment company and/or out-of-pocket funds.
The third in the row being Marketing, the movie market saw a clutter breaking campaign of Yeh Jawaani Hai Deewani, earlier in 2013. The marketing strategies undertaken by them can be broadly divided into the following two categories:
PROMOTION & ADVERTISING:
Ø Sony MAX broke all boundaries with another innovative marketing campaign, to promote YJHD. The channel was seen celebrating the campaign thought of “Yahan Badtameezi nahi chalegi, badtameezi chalegi toh sirf MAX par” using a full 360º marketing campaign that entails the use of various media mix like television, print, radio, outdoor, digital and cinema.
Ø Apart from that Max had taken commercial spots on music, youth and ids channels including 9XM, Bindaas, MTV, Mastii, Disney, Nickelodeon, Sonic, Nick Jr,MH1 and 9X Tashan.
Ø In Mumbai and New Delhi, it has planned interactive radio promotions with Red FM, wherein listeners are being asked for their ‘badtameez moment’.
Ø The “Below the line” advertising campaigns had been used to attract mass audiences.
Ø Similarly, eye catching hoardings were seen in prominent bus shelters in Mumbai and Delhi.
Ø Sony had also conducted dramatic skits to grab eye balls of the people chilling at café hubs.
Ø The channel has also partnered with YouTube to help viewers skip the ads which appear before any video. As soon as the ad starts playing, Ranbir Kapoor will be seen fast forwarding the ad.
Ø On Facebook, viewers could take a quick test to figure out if they are a funny badtameez or a romantic badtameez and get that stamped across their profile pictures. It had an interesting application called “My badtameez dil wants”.
Ø The Twitterati could use the hashtag #nobadtameezi and their friends to board the badtameez train on twitter.
Ø Adding to that Nokia India had announced its association with Dharma Productions for the film.
Living LIFE to the fullest....:D
MARKET RESEARCH:
The film makers need to stay updated with the reviews from the audiences as well as film critics such as Rajeev Masand, in order to get a bird’s eye view of the market, the preferences of the audience etc. The producers of YJHD are expected to have conducted a similar research before thinking of taking up the project.
The Human resources being the fourth and the last part under the study of Operations Management, the various points that can be enlisted under it are:
Ø Auditions: This can serve as the counterpart of the recruitment procedure of some of the major organisations. All the actors involved in the movie must have been through the audition process, for the specific characters role they played.
Ø Performance Evaluation: The film’s overall success depends on every drop of sweat that has been put in by each of the individual actors.
Ø Training and continuing development: of the people involved in the movie forms an important part of HR. This helps them improve their skillset and capabilities and improves the overall talent of the workforce.
Ø Personnel Records: This pertains to the systematic organisation of the factual and comprehensive information about the cast and crew of the movie.
Ø Salary and Wages Administration: It pertains to the amount of money charged by the individual actors for the role allotted to them. It also takes into consideration the leave records and turnover records.
Priceless Moments...<3
