Amitabh Bachchan is arguably one of the greatest actors Indian cinema has produced. In a career spanning four decades since his debut in Saat Hindustani in 1969, Bachchan has performed stellar roles ranging from those in comedy to action to drama with ease.
However, as most film connoisseurs would agree, some of his most popular films were directed by Manmohan Desai in the 1970’s and 80’s – Amar, Akbar Anthony to Professor Ki Padosan. It was in this context that I read an interview with Desai and how he created the typical character that Bachchan played. The character played had consistent features – angry against the wrong that has been done, but strong to contest it and is an epitome of all social virtues.
Desai describes how he created this character. Desai lived in a Mumbai suburb. Despite being a celebrity film-maker he lived in a middle-class residence, the same place since his childhood. He never wanted to be away from the typical audience for his movies. Desai would gather and collate the scripts for his movies by listening to the conversations that happened at tea stalls. He tried to understand problems people were facing, the issues which were top of mind, their helplessness in the face of corruption and injustice and the ‘solution’ that they were all seeking. He then developed these into scripts which had these findings sewn up in a story. Almost all of Desai’s films were superhits at the box office.
I believe that this are great learnings for marketers from this approach that Desai took :
- Clearly understand the pulse of the customers – their stated and unstated needs
- Have direct access to what customers have to say about their problems and challenges. While market research agencies are useful have your ears to the ground
- Create the product with clear understanding of customer needs. Do not second guess customers’ speak. Constantly calibrate to customer expectations and not just against your financial success
- In your mind be clear as what makes your brand/product a success and try and repeat it
