Yash Raj Films on Movie Marketing India

Yesterday i had a chance to hear a talk from Head of Marketing Yash Raj Films Mr Tarun Tripathi at IIM Lucknow. Interestingly Tarun is also from IIM Lucknow and he gave a lot of insights into how film marketing has developed in India.He told of his travails in trying to corporatize the film industry and how the Yash Raj Films website orders initially used to be taken in an Excel Sheet.
What was interesting to note was they have started segmenting the movie market in India and so have moved away from only romantic movies to make movies that fill all the niches.They have decided that the core film going audience is 16-25 years females and not only that the second biggest market is 16-25 males but a substantial part of is influenced by females and the decision makers here are actually females.
The most interesting part of this was how they are using the content that they have a "YashRaj Bollywood movie" to leverage their marketing.Unlike the past now they either charge a licensing fee or use the content to buy some advertising without paying anything from their own pocket.Another Interesting aspect was how Bollywood and Shahrukh Khan has managed to break into non South Asian markets like Germany and France I couldn't beleive it when he told that Veer Zaara was best selling DVD in Germany of all places.
It was also nice to see them quite involved with internet as a marketing space and how they are seriously looking at utilizing this space much like how the Hollywood uses it.