Abstract
The Tashkent Files (TTF) disrupted the whole movie trade by defying the predictions. Made on the “political conspiracy” genre in Bollywood, TTF, rejected by major critics of the nation, became one of the most successful movies of 2019. The movie, made off a budget of INR 60 million, grossed INR 250 million at the box office. The case details the research process and marketing campaigns run by Vivek Agnihotri to connect with his target audience. Rather than promoting the movie through the usual methods that other movies adopt, Agnihotri relied on social media channels, in particular, Twitter. Agnihotri responded to every feedback/comment/question posted by viewers/potential audience. This strategy created a massive positive sentiment for TTF. The case provides a possible structure for the creation and marketing of a new innovative product in the movie industry.
Additional Information
| Product Type | Case |
|---|---|
| Reference No. | MAR0520 |
| Title | The Tashkent Files: Disruption by an Indie Film Defying the Film Trade |
| Pages | 28 |
| Published on | Nov 26, 2020 |
| Year of Event | 2019 |
| Authors | Sharma, Rajat; Uniyal Prasad, Dwarika; |
| Area | Marketing (MAR) |
| Discipline | Marketing |
| Sector | Miscellaneous |
| Keywords | The Tashkent Files; Movie Marketing; Twitter Marketing; Social Media Marketing; TTF: Marketing Mix Element; Marketing Communication; Positioning |
| Country | India |
| Access | For All |
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