The objective
With a base of film industry clients, it was important for ESP Properties to have a comprehensive model to understand the efficacy of Television Promotion for Movie Promotions.
Hit Franchise Hollywood movies were releasing in 4 languages (English, Hindi, Tamil, & Telugu)
Blockbuster Hindi movies were using TV in a big way.
Our objective was, therefore, two-pronged
- To Convert Business Ambition (Box Office Collections) into an achievable media ambition
- To build different media levels for the different markets accounting for the various language versions of the release.
The methodology
- To draw an extreme parallel, industries like FMCG or...