1. DHARMA PRODUCTIONS
Journey Revealed …..

3. CONTENT
Inception
 Behind the sets.
 Profile
 Looking Back
Achievements
 Rolling Camera For Action (Marketing Mix)
 Strategies
 Finance Matters

5. Yash Johar.
•Yash Johar founded Dharma Productions in 1976.
• He made Hindi films that were noted for featuring
lavish sets and exotic locations, but upheld Indian
traditions and family values.
• Yash began his career in Bollywood in 1952 in Sunil
Dutt's production house Ajanta Arts.
• He helped filmmaker Dev Anand handle the
production of his film Guide, which did roaring
business at the box office.
• Johar died on 26 June 2004 in Mumbai, aged 74, of
a chest infection.

6. Karan Johar
• Karan Johar (Kjo) is an Indian film
director, producer, screenwriter and Television
host based in Bollywood.
• Took over Dharma Production house after death
of his father Yash Johar
• Known for directing and producing some of
Bollywood's highest grossing films in India and
abroad.
• He later made his directorial debut with the
highly successful romantic comedy, Kuch Juch Hota
Hain which won him a Filmfare Award For Best
Director and Filmfare Best Screenplay Award.
• Never ever look back again ..

7. Inception of Dharma Prod

8. Profile ..
Dharma Productions Pvt. Ltd. is an Indian motion
picture production and distribution company,
based in Mumbai.
One of the blue blooded production house of
India.
Dharma production always produce high quality
cinema.
Film under this production was the first Indian
feature film to figure on UK top 10.
Develops new channel NDTV imagine by
collaboration with NDTV.

9. Achievements
• Production house holds record of 4 bollywood
best selling films over seas.
• Bags many awards from Filmfare, IIFA, Screen
Awards , Sansui viewer’s choice awards.
• Took rebirth from massive success of KUCH
KUCH HOTA HAIN .
• Recognized as a face of bollywood after YRF.

10. Marketing Mix

11. Product

12. Product
• Movie gets selected by audience on basis of
content.
• Dharma uses strategy of audience poll to
make film.
• Also uses other channels to highlight product
like merchandising ,
• Dharma production uses most core strategy
to make their products i.e. understand
audience.

13. Product … Continue ..
Dharma believes film value depends on :-
• Strength of the story
• Star power - promotional quality of actor,
director and maybe, director of photography
• Visual quality
• Sound and Music quality
• Deliverability: quality, on-budget, on-time.

14. PRICE….
Sabse Bada Rupiyaa

15. Price
For pricing of product Dharma uses
these key points .
• Theatrical release schedules
• Territories and market segments
• Revenue splits
• Promotion budgets (P&A)

16. PROMOTION

17. Promotions
Dharma production divides promotions in three
categories
1. Pre release Promotion
2. On run promotion
3. Post release promotion

18. Place
• Dharma find both traditional &
trendy venues for launching their
products .
• I.e. they believe movie should
reach customer through proper
channel.
• Nowadays place to launch
movies are exploding :- games,
music, news, internet .

19. Strategies

20. Strategies
• Dharma perfectly knitted marketing
tactics with innovative tools.
 Create Buzz…
 Launch Music and accessories ..
 Launch teaser to increase curiosity..
 Public Appearance of stars..
 Tie up with Radio channels
(conti..)

21. Strategies
 Mobile exposure
 Intelligent Co-branding
 Internet … a wand with Midas touch
 Arouse sentiments of audience
The bottom-line of all strategies is SHOW MUST GO ON ………

22. Maslow pyramid … Dharma’s angle
Self Actualization
Esteem needs
Love needs .. Belonging
needs ..
Safety Needs
Biological and physiological needs

23. Continue
Tier 1 item songs, stars looks are targeted at exploiting the
Biological and physiological need.
Tier 2 A thriller or action movie give virtual experience fear and
thrill. The promoters highlight this thrill factor in there
promotional campaign.
Tier 3 Watching a movie with a group of friends or family satisfies
the need of belongingness. Fans of particular actor/
director/producers give person feeling of belonging to fan
club
Tier 4 Movies influence people. The choices made by people for
fashionable clothes seen in a particular movie leaves a mark
in the minds of the audience.
Tier 5 Inspirational movies like MNIK deal with conflicting human
values and promotion of such movies is targeted towards a
thinking mature audience.

24. Finance Matters
Films Budget Collection (BOX OFFICE)
Kabhi Khushi Kabhi Gham 40 core 117.29 crore
Kal Ho na HO 30 crore 77.95 crore
KANK 40 crore 113 crore
Dostana 28 crore 86.19 crore
Wake up sid 15 crore 46.7 crore
Kurbaan 38 crore 20 crores
MNIK 40 crore 200 crores
I hate luv storys 25 crore 73 crore
Agneepath 60 crore 193 crore
Ek main aur ekk tu 36 crore 40 crore

25. THANK YOU !
FOR VISITING …