Overarching the themes of revolutionized PR agencies and analyzing the 360 degree exposure to the communication business in the entertainment domain. By PRATIKSHA KAPOOR
As the industry continues to evolve and undergo a revolution, the demands of clients are transforming the definition of the PR agencies that provides capitalizing experiences for celebrities, brands, movies and individuals alike.
With an in depth understanding of the culture, media consumption habits, and the global push towards the responsible or conscious side, these agencies have been the agents of change in the modern marketing communications.
In play comes the efficient team of Spice PR. Incorporated in 2004, led by Prabhat Choudhary and Shilpa Handa, today Spice stands as the clear market leaders in terms of both the volume as well as quality of work. Spice has been revolutionary with an ability to engage multiple constituencies across different platforms and stakeholder groups to bolster the traditional PR offer. With efforts to reinvent, reinterpret and gain new ground, in last 12 years the agency has worked with production houses like UTV Motion Pictures, Fox Star Studios, Viacom 18 Motion Pictures, Balaji Motion Pictures etc.
Spice is a PR agency with a defined focus on the entertainment business. Spice Bhasha, Spice One and Spice UK are independent divisions of Spice. According to Prabhat, “There are several India’s within India. We have figured out and customized communication strategies for Non Metropolitan India”
Available at all moments and making sure the celebrity is always on top of the latest news, Spice has incredibly managed brands like Aamir Khan and Deepika Padukone and a whole lot of new talent like Shraddha Kapoor, Sidharth Malhotra, Aditya Roy Kapur, Kriti Sanon in the individual space.
Spice Bhasha, an outreach marketing division of Spice with a belief “India thinks differently, consumes differently” develops tailor-made communication campaigns for the heartland of India. Working towards realizing the growing potential of non-metropolitan India, it has worked on films like Heropanti, Bajrangi Bhajaan, PK, The Dirty Picture and Kyaa Kool Hai Hum Bodyguard and Force and the revenues generated by these films from B-town India tells the story in clear terms.
With motto to stay ahead of the curve, Spice has contributed imperatively to the cinema with exemplifying marketing strategies. To highlight a few, I wish to start with 3 Idiots, which has been the highest grossing film to date, and also perhaps the finest film of contemporary times projected through its sophisticated content. And of course, English Vinglish that scored critically as well as commercially. The seemingly low key but consistent communication was a part of the uniqueness that was designed for this film. On the other hand, Cocktail which holds the record of fetching the biggest opening day box office numbers for a romantic film supported a delightfully fresh communication campaign targeted at the Indian youth made all the difference.
Anticipation of a slightly different Salman Khan than that of Ready and Dabangg built through constant reminders formed the basis for Ek Tha Tiger.
PR in the entertainment industry has been transformative. Conceiving a unique mentality and heritage to bring to the modern content marketing mix, PR agencies today are converging like never before. Spice has surely been an imperative part of this change with its unique campaigns.