Abstract

This case is about the epic historical film Bahubali released in July 2015. Despite being made in the South Indian language of Telugu, the movie was successful all over the country. The movie was made with a budget of INR 1,200 million (US$ 18 million) but grossed INR 6,000 million (US$ 90 million) worldwide in the first fifty days of its release. Bahubali became the highest grossing Indian movie of all time by overcoming the inherent cultural differences prevalent in India. The first factor that contributed to the success of Bahubali was the focus on quality. Extensive sets and attention to detail given in the movie were unprecedented in the Indian movie industry. Arka Media Works, the production house which made the movie, followed innovative marketing strategies to create hype around the movie. Bahubali proved that movies made in South Indian languages could be successful all over the country.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• How can innovative marketing help in making a movie successful
• The importance of quality in making a successful product
• How can effective promotion expand the market for a product
• Role of digital media in marketing communications

Keywords

Bahubali,Epic,Movie,Arka Media Works,Animation,South Indian,Tollywood,Tribal Warrior,VFX,Studios,Social Media,WhatsApp,Guinness World Records,Rajamouli,Bollywood