Script Film :: Bonding with the Touring Talkies

Title of the film appears:

'Bonding with the Touring Talkies': 

Establishing Touring Talkies as the most viable media for Brand Promotion in Rural Maharashtra'. 

:: Fade out

Farmer's land - DAY

Fade in. Off-screen sound of a farmer singing a song about how the development has changed the society. 

Shots of his working in the field, bulls, him relaxing, he is singing, the farmlands and so on. We end the song with some caricaturist modern looking village people (a small kid wearing a freshly bought goggle, etc.)    

Narrator

(Narrator sings the Mukhda of the song in a contemplative voice. He then he chuckles) Indeed the new has arrived... in true sense of the term!... With development spree of the last decade the funds have started trickling down to the grass roots... The purchasing power of rural India is increasing steadily and the big corporate houses of India and the world have started eyeing the rural masses as their valued customers.  

Towards the end of the narration we show the villagers travelling in bullock carts, trucks, walking, in bikes etc converging towards a Jatra.

NARRATOR (CONT'D)

The impoverished rural infrastructure in India, however, has forced the brands to search for alternative communication media for maximum penetration. 

Data of low reach of Television, Radio and Newspaper overlapping with the visuals of people converging to Jatra. 

NARRATOR (CONT'D)

While searching for an affective media for brand promotion in Rural Mahashratra we stumbled upon  Touring Talkies in 2008. This was a revelation..!!.. With an amazingly high audience participation, particularly in terms of female footfall Touring Talkies came  through as a blue chip for brand publicity.  

Footages of Touring Talkies, people, especially the ladies gathering, purchasing ticket, enjoying the movies in large numbers. (we will show the footages a little longer after the narration.)

NARRATOR (CONT'D)

Touring talking has been a part of Jatras in Maharashtra since 1956. Today, after 5 decades, it has become synonymous with Jatras and has branded itself as the cleanest entertainer while other forms such as Lavni, Tamasha etc are mostly avoided by the family audience because of their adult content. 

Movies in Jatras are such a hit that certain sections of filmmakers are completely focussed on making films specifically for these audience...

How does it work for them and the brands?

Mandar's Interview when he talks about the jatra and the entertainment deprived rural audience. During the interview we show the temples and religious activities, people shopping, eating, crowding the swings, having fun, etc.   

NARRATOR (CONT'D)

Meelon door se aayi is janta ke sagar ek baar jab Devi ki darshan kar apni dukh, sikayaton ka bojh se halka ho jata hai, woh Jatra ki chamak damak aur filmon ki maya jaal main kho jata hai raat bhar ke liye.. 

In fact films and shopping come as the whole package of the yearly Jatra franchise. Kareeb 4 korod media deprived log in 100 se bhi jyada saalana Jatron main pahunchte hain..apna bharpoor manoranjan karte hain.. tatha in kuchh palon ki yaadon ko man main sanjoye lete hain agle saal taq ke liye.. 

That's why brand recall of these audiences are amazingly high compared to the television exposed audiences. 

Secondly, brand awareness of these audiences is  minimal which gives the publicised brand in these Jatras a huge edge. 

Thirdly, as far as FMCG products are concerned, majority of the villagers also do great amount of shopping in the Jatras..including the FMCG products.  The publicised brands get instant benefit here as well. 

Visuals of Hindustan Uniliver brands on display in the Jatra shops.

Fade Out

Fade In

Interview of Mandar. - He is telling. "since the last three yars we are promoting movies in Jatras...

NARRATOR (CONT'D)

Establishing a sustainable Marketing channel has not exactly been a cakewalk for 'Siddhi Vinayak'. There has been disputes and tussles among the exhibitors to get the larger share of the pie. 

Iss naye madhyam ko bhi apna mool sudhrood karne ke liye kai cashmakashon ke beech se gujarna pada hai.

Yahaan Touring Talkies owners ki association apne members ke saath baatchit ke zariye ek aam sahmati lane ki koshish kar rahi hai. Ish sabha main yaha nirnay liya jaa raha hai ki Touring Talkies owners pehle se nirnay kiye hue Jatraon ke andar hi apne tents lagayen aur Brands se aaye hue paiisa ke lalach main doosre Jatraon main naa jayen.    

Meeting of the Tent owners.  Interviews of some Tent owners.

NARRATOR (CONT'D)

The success of a product depends on the 4 A's - Availability, Affordability, Acceptability and Awareness.

While the brands work on Availability and affordability, Siddhi Vinayak's primary concern has been the other two A's - Awareness and acceptibility. Touring Talkies yahan ke logon main Awareness create karne ki sabse acchha  madhyam hai, ismain koi shaq nahin..par...acceptability ke liye hamain unke ke aur bhi kareeb jana tha,.. Jiske liye humne interactive approach apnaye. Kafi research tatha vichar vimarsh ke baad hamne do madhyamon pe zero in kiye. Pehla Bharood aur dooshra Haldi Kumkum.   

Bharood

NARRATOR (CONT'D)

Bharood Maharashtra ka Sanskrutik dharohar main se ek hai aur yeah madhyam kafi purane zamane se manoranjan ke saath saath aam janta taq sandesh pahunchane ka kaam bhi karta aa raha hai. 

Touring Talkies ke aas paas humne Bharood ka aayojan kiya jismain kalakaar Manoranjan ka saath brands ka promotion bhi kiye. ...

Iss madhyam ko aur bhi interactive karne ke liye hamne Jadoo ke khel bhi ismain saamil karliye..

.Abra Kaadbra..

After Bharood we will show footage of a singer singing jay jay maharashtra majha.. The fotage of Haldi kumkum will overlap the song.

NARRATOR (CONT'D)

Dooshra madhyam tha 'Haldi Kumkum' jo iss baar ka hamara finding thi!

Haldi Kumkum or 'Turmeric and Vermilion' is a very old custom and typical of Maharashtrian culture, and we are the first to adopt this medium for brand promotion.  

Lalit's interview about Haldi Kumkum.

NARRATOR (CONT'D)

Although several brands and marketing agencies have been talking about rural marketing they are yet to develop any sustainable and effective model. The brands like Clinic Plus, Wheel, Lux, Pepsodent, brookbond Redlevel, however, have taken a step further and have benefitted immensely in addition to being the torch bearers. Nielson research proves a point for them      

Data of Neilson research

Choreographed montages of brands (with positive sound-effects) 

The facts and figures show the urban markets have become saturated and stagnant whereas the rural markets are getting vibrant and receptive with rapid increase of rural infrastructure and people's aspirations. It is time for brands to reinvent their strategies and focus seriously on rural markets. 

Mandar's interview about brands.

NARRATOR (CONT'D)

Come lets start a new relationship with the unreachable.. 

Aayie ek naye rishte ki shuruat karain ...un logon se jinhe kabhi aap nazarandaz kar dete aur jihne chhu pana chanda mama taq pahunchne se bhi mushkil mana jata raha hai.. 

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