Kahaani – A Story of ‘Image & Emotional Marketing’


Quite few directors are able to pull strings of making an engaging movies using ‘Image and Emotional Marketing’. One of such critically and publicly acclaimed movie ‘Kahaani’ starring Vidya Balan, Parambrata Chatterjee and Nawazuddin Siddiqui in lead roles directed by Sujoy Ghosh. Most of industry are increasingly turning to image and emotional marketing to make space in the heart of the customer. For examples – ‘Volvo buses are safest’, ‘Wal-Mart sells at the lowest prices.’ The movie Kahaani was able to pull the audience because of afresh performance of Vidya Balan in ‘The Dirty Picture’, her many previous movies such as Paa, Ishqiya, No One Killed Jessica had great use of ‘Gender’, ‘Societal’, ‘Motherhood’, ‘Sympathy’, ‘City and Cultural Portray’ and others. From the moment Vidya lands in Kolkata, the colour, vibrancy, bustle and jostle that are peculiar to Kolkata assail your senses. The director has made best use of image and emotions to market a well made movie. Ghosh, tried to develop images that move the heart instead of the head. The concept of motherhood and courtesy (missing husband) are woven perfectly to favor the direction. The image built to audience by Vidya in this movie touch emotions more deeply – that resides in the collective unconscious.

You can readily find out how your customers and non-customers see your company and your competitors. A marketing research firm would ask: “How old a person is this company?” (The answer may be a “teenager” in the case of Apple Computer and a “grandfather” in the case of IBM.) Or “What animal does this company remind you of?” (Hope for a lion or a monkey, not an elephant or a dinosaur.)

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