India, often referred to as “The Golden Bird,” boasts a vast and untapped market, encompassing various industries, including content creation. Throughout history, the country has faced numerous attempts at subjugation, and the struggles for dominance extend beyond the realm of politics. When it comes to content however, it’s a different story.
A rocky start and the misadventures of Warner Bros
The initial attempt to penetrate the Indian content space came from 20th Century Fox when they ventured into distributing Indian films, in the late 90s. However, they faced limited success, struggling to find takers for these movies. This early setback highlighted the unique nature of the Indian film industry, which demands fresh and innovative storytelling to capture the audience’s attention. Replicating past successes doesn’t guarantee future triumphs in this dynamic landscape.
Undeterred by initial setbacks, global entertainment giant Warner Bros made a direct assault on the Indian market in late 2007. However, their aspirations were short-lived as they faced unforeseen challenges. The Lehman Brothers crisis and disappointing films like “Chandni Chowk to China” proved to be significant stumbling blocks. The timing couldn’t have been worse, and Warner Bros failed to gain a foothold, leaving their ambitions in tatters. As Circuit humorously quipped in the film “Munna Bhai MBBS,” their journey came to an abrupt end before it even started.
The stubborn old Disney
Disney, known for its resilience, embarked on a series of attempts to establish a solid presence in India. Initially, the company joined forces with Yash Raj Films (YRF) in hopes of tapping into the Indian market. However, their collaboration yielded limited success. Undeterred, Disney acquired UTV Motion Pictures, in 2011, which was led by industry stalwarts Ronnie Screwvala, Zarina Mehta, and Siddharth Roy Kapur. Yet, despite their investments, Disney overlooked a crucial aspect – a deep understanding of the Indian market and its audience.
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Disney’s lack of thorough market research and an accurate understanding of the Indian audience led to a series of missteps. Their production of films like “Mohenjo Daro,” “Fitoor,” “Tamasha,” “Katti Batti,” and “Phantom” proved to be box office disasters. Even the highly anticipated Ranbir Kapoor starrer “Jagga Jasoos”, that hit the theaters in 2017, failed to salvage their position. The fate of these films sealed Disney’s struggle to make a significant impact in the Indian market. Even as Fox Star was acquired by Disney, their fate hasn’t changed much.
Warner Bros, Disney, and several other global entities, including Sony and Fox Star, faced their fair share of challenges in India. Sony stumbled with “Saawariya,” Fox Star hit a rough patch with “Bombay Velvet,” and Warner Bros lost their way with “Chandni Chowk to China.” These instances highlight the difficulties faced by international studios in understanding the intricate nuances of the Indian film industry and capturing the hearts of Indian audiences.
Reliance’s Dominance and Customer-Centric Approach
Amidst the struggles faced by Warner Bros and Disney, Viacom emerged as an exception, primarily due to its collaboration with Reliance Ltd. The partnership between Reliance and Viacom enabled the establishment of a robust entertainment empire. Reliance’s strategic investments in platforms like JioCinema and JioStudios have disrupted the market, positioning them as potential frontrunners in the global content landscape.
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Reliance’s heavy investments in entertainment platforms like JioCinema and JioStudios have left global players, including Amazon and Disney+, feeling the heat, particularly in terms of sports event broadcasting. Reliance’s customer service model, combined with a penchant for understanding the Indian audience, sets them apart from international studios. Additionally, the global studios’ inclination towards “woke” content has alienated them from the Indian market, further diminishing their chances of gaining a significant stake in the near future. Ask Netflix for further reference.
The failures of Warner Bros and Disney in India underscore the unique challenges associated with penetrating a diverse and ever-evolving market. The key to success lies in understanding the nuances of Indian culture, delivering content that resonates with the audience, and embracing the dynamic nature of the industry. As India’s content industry continues to flourish, it offers a unique blend of narratives and cultural sensibilities that captivate audiences. While Warner Bros and Disney faced setbacks, their experiences serve as valuable lessons for international studios seeking to make an impact in the vibrant Indian market.
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