Bollywood branding: Arindam Chaudhuri's strategy for success

By Lakshmi Chaudhry and Sandip Roy Arindam Chaudhuri is a man of many talents and interests. His corporate empire includes four media publications, a software company, consulting firm, outsourcing division, and a movie production company. The last earning him almost as much publicity as his management institutes, and he has often used one to enhance the image and reputation of the other. The connection between the super-entrepreneur’s two worlds – Bollywood and IIPM – resurfaced again on Wednesday, though in less pleasant circumstances. Chaudhuri is being sued by MBA students in Bangalore who are accusing IIPM of fraud: “When the classes commenced in a godown in Electronics City, the devastated students questioned the staff about the genuineness of the course. To this the staff members revealed that IIPM was neither registered nor affiliated by any statutory authorities as required under law.” Hearing a fraud petition in the Karnataka High Court, Justice S Abdul Nazir questioned the use of Shah Rukh Khan’s photos in the IIPM prospectus: “What has Shah Rukh Khan got to do with your institution? Does he have any contract as your brand ambassador? Or he is an old student? What is the connection? Can celebrities like him promote an educational institution as they promote a product?” [caption id="" align=“alignleft” width=“380” caption=“To be fair, while the quality of an IIPM degree may be questionable, there is no doubting the pedigree of Arindam Chaudhuri’s films.”][/caption] All excellent questions that we hope IIPM will answer – or not, since the judge has also threatened to summon SRK to the courtroom if Chaudhuri fails to comply, raising the prospect for an entertaining media spectacle. While we await such delights, the case offers an excellent excuse to revisit Chaudhuri’s Bollywood credentials and the ways in which big-ticket stars like Shah Rukh Khan and Amitabh Bachchan have helped promote the Arindam cause. One, the Bong connection. Before there was Bollywood, there was Tollywood. The first film Chaudhuri produced was Saanjhbatir Roopkathara in 2002, starring Bengal’s most celebrated actor, Satyajit Ray favourite, Soumitra Chatterjee. Reeling from the disastrous fate of his first Bollywood venture (see below), he retreated to his Bengali roots with the Rituparno Ghosh-directed Dosar and Faltu, which won a National Award in 2006. Critical acclaim that he leveraged to collaborate once again with Ghosh, this time to produce Last Lear, starring Amitabh Bachchan and Preity Zinta. Coming next from the Rituparno-Arindam combo – Sunglass starring Konkona Sen Sharma, R. Madhavan and Jaya Bachchan, tagged as Ghosh’s first attempt at mainstream comedy. Two, Bollywood producer extraordinaire. Chaudhuri entered Bollywood with the resounding flop Rok Sake To Rok Lo which starred Sunny Deol and was directed by Chaudhuri himself. His later films , including Mithya, Last Lear and Do Dooni Chaar, were not huge hits either, but cemented his reputation for making small, critically acclaimed movies for niche audiences. His leading stars – such Bachchan and Zinta in Last Lear – and choice of directors like Rituparno Ghosh tend to be carefully selected for prestige value. And they’ve certainly helped him enter the top echelons of Bollywood society. Apart from the countless Page 3 photos of him posing with the movie glitterati, there are various magazine descriptions of his jet-setting lifestyle which include hanging out in various international destinations with the stars of his movies. To be fair, while the quality of an IIPM degree may be questionable, there is no doubting the pedigree of Arindam Chaudhuri’s films, which have won him a flurry of awards, most recently for Do Dooni Chaar. More dubious, however, is the way he’s leveraged his Bollywood ties to promote his management institutes. Watch Shah Rukh Khan at the IIPM quiz. Continue reading on next page Three, my best friend Khan. In 2009, Shah Rukh Khan signed a three-year deal to host IIPM’s annual business and marketing quiz. Announcing the deal at the time, Chaudhuri said, “Everything we do at IIPM is grand, distinct, pioneering and above all else global. Who else in India can make an event big just by his global popularity than SRK?" There is no information as to how much SRK was paid for his services, but the agreement is clearly part of IIPM’s strategy to position itself as a high-end brand. At the most recent DARE event in 2011, Chauduri waxed eloquent about “Shah Rukh’s presence” adding “the kind of glamour and brand value that such a world-class event so dearly deserves, as no brand in this country is as big as him.” SRK, who sang, danced and even did a handstand for the audience, returned the compliment, telling students, “You all are fortunate to have been given the opportunity and the environment that is provided to you at IIPM and must make the most of this quality education.” The stirring speech also included many references to the importance of honesty and hard work. Four, diamonds are a guru’s best friend. “Yes! You are a diamond. Just the way diamonds are rare, so are humans," claims the stirring opening line of Chaudhuri’s 2010 book, Discover the Diamond in You. Released in 14 languages, it explains the 9 Ps of success in what it promises is a 59-minute speedy read. What it doesn’t mention is Chaudhuri’s well-honed strategy for his book’s success, which starts with a big B, as in Bollywood. [caption id="" align=“alignleft” width=“380” caption=“In 2009, Shah Rukh Khan signed a three-year deal to host IIPM’s annual business and marketing quiz.”][/caption] “No quick fixes,” the Big B waxes eloquent in an endorsing blurb. “It reveals and guides one with clarity and in-depth searching, making one conscious of one’s own potential, thereby empowering and motivating each individual to experience true fulfillment.” Writing the foreword, Shah Rukh Khan assures the reader, “The 9P’s of success that Arindam so swiftly and lucidly narrates will help you overcome failures and achieve success.” That the luscious Priyanka Chopra was also at hand to help launch the book likely didn’t hurt either. Five, and the show goes on. Planman Motion Pictures promises much much more for the viewer out there in coming years. There is Rituparno Ghosh’s Sunglass, Sourav Shukla’s Aye Dil and IM24 which promises to be a “rib tickling experience” with Neha Dhupia and Ranvir Shorey. Also in the works is Chaudhuri’s plan to take his bestselling books to the big screen. “Writing is my passion,” he told The Times of India. “If someday I write a script, it will be about a realistic subject. I will make a movie on my book The Great Indian Dream and capture its basic philosophy to make people understand the very necessity to accept changes and be the change themselves.” Planman says it has 30 movies planned over the next 5 years, making it “one of the most upcoming and diversified production houses in India.” Watch Priyanka Chopra at the launch of Chaudhuri’s book, Discover the Diamond in You.