TITLE

Brand Development in Indian Cinema: A Fusion of Traditionalism and Modernity

AUTHOR(S)
Gupta, Kovid
PUB. DATE
February 2011
SOURCE
International Journal of Global Management;Feb2011, Vol. 1 Issue 2, p23
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Film industry in India has been an integral part of the society. In this paper we discuss how film producers do brand development in Indian Cinema. A case of a leading filmmaker Sooraj Barjatya is taken to show how audiences are kept tied to cinema by juxtaposing traditional Indian values with evolving modern forms of living. The paper analyzes the relationship between modernity and traditionalism. Several films of Barjatya have been analyzed to draw inferences. The social significance of this paper therefore comes from its conclusions about how Barjatya's brand remains loyal to a traditional setup of narration while modernizing its narratives through growing technology and consumption.
ACCESSION #
84617973

 

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