Management scientists have woken up to Bollywood Marketing. It was for the first time that Management Gurus have invested in attaining valuable insights in the Positioning of Bollywood movies prior to release. They keenly studied the process where films and individuals have opened up as brands. Bollywood has become a strong contributor to popular culture and communication professionals have been exercising soft power over the Indian consumers.

In this process, IIM Bangalore reached out to the Bollywood marketing and communication agency, Spice to develop a case on them. The case disclosed the inception of the agency and their role in positioning of various big and small budget films that went on to become super successful. Basically seeing each successful film as a product and studying it in depth.

Dr S. Raghunath, a Professor of Corporate Strategy and Policy at IIM Bangalore confirms the news and adds, "The SPICE case discussion session with the students highlighted the importance of pre release positioning of Bollywood movies as they are extremely perishable products being launched in a highly competitive market. The other takaways were: what determines the objectives and process of campaign development, how the diaspora of Indian society and specific sudience segments focused campaigns require an indepth understanding of consumer behaviour, media and communication preferences."

Prabhat Choudhary, Head of Spice, a premium marketing communications agency says, It's indeed a revelation that an institution like IIM Bangalore is taking the area of entertainment marketing this seriously. Bollywood or entertainment marketing has emerged as a specialized domain and its increasingly getting structured. Even celebrity branding is becoming more and more specialized and skill driven. Movies and celebrities are big elements of popular culture and this sector is emerging as one of the important part of the overall marketing landscape.

IIM Bangalore doing a case study on an entertainment marketing communication firm like ours is a great indicator for our business area as a whole. We were surprised to know the level of awareness amongst students in terms of Bollywood marketing. It's being keenly followed by some of the brighter minds of the country and that is a very good sign for us."

Spice is a boutique marketing communications agency that promotes movies and also handles communication and imaging of some of the leading stars of bollywood.

Started ten years back the company has created a niche for itself enjoying almost fifty percent of the bollywood market. The company also was the first to start a new wing that dedicatedly looks into the communication in smaller towns and regional centers.