Mr. Rafiq Gangjee, Vice President, Marketing and Communications at Yash Raj Films graced IIM Kozhikode with his presence on the 14th of September,2013. Mr Gangjee who has had varied experience of working with stalwarts from the film as well as television industry having worked with Zabardast Communications and Balaji Telefilms previously awed the audience with his invaluable insights on movie marketing and the way to go about it. Mr Rafiq a keynote speaker at the Inter-IIM conference on ‘Emerging Issues in Management’ held in Goa in May, 2013 rightly laid emphasis on the fact that the film industry is more of a “passion industry” and it takes real passion and dedication towards what you are doing that leads to success. Citing the examples of successful franchisees like “Dhoom” and other successful endeavours for the Yash Raj Production house such as “ Chennai Express” he talked about the various strategies that were adopted in the weeks leading up to the launch of the movie which were successful in creating a buzz amongst the audience.
The session which was organized by Mpower, the marketing group of IIM Kozhikode was very unique in the sense as it was for one of the very first time that IIM K saw someone who has been involved in the film industry over a substantial period of time come over and deliver a talk on Movie Marketing campaigns and Product Placement in movies. Against the recent backdrop of the success of movies like “Chennai express” the session proved to be a very powerful tool for the students to absorb the experience of talented marketers such as Mr Gangjee and learn from him the intricacies of movie making and its marketing.
The Q&A session in the end also provided some very interesting pointers as students raised their doubts to Mr. Gangjee and he provided answers. Overall, it was a very enriching session filled with a lot of fascinating ideas which would prove to be valuable take away for students.