We live in a social circle where it’s almost fashionable to
diss Chetan Bhagat, Salman Khan flicks.
To turn our noses up and say; “I don’t understand who reads
his books/watches his movies. They’re so mindless”
That is just a whole load of crap.
Statistically; their success means just one thing. That our
perception of quality is in reality, the opinion of a significant minority.
That just like our votes are not going to make a significant
difference to any election; our view makes no difference to the popularity of
those who cater to the masses.
It is particularly frustrating when people in the business
of catering to the masses – marketers, advertisers, claim they don’t understand
Chetan Bhagat or Salman Khan’s mantra for success.
Because these guys and their creative output does a far
better job at catering to the masses than the communication efforts of 99% of
their critics employed in marketing.
They refuse to acknowledge facts.
FACT:- Chetan
Bhagat is the most successful author; commercially. His novels cater to 4.41 mn
people. Typical Indian bestsellers sell about 3000 – 5000 copies per print run,
with a repeat run of 2000 copies/annum; if they are lucky. So it is a proven
fact that Chetan Bhagat has not just sold books, but he’s increased the
readership base 2200 times over.
FACT:- He is the most successful commercial
screenplay/story writer in Bollywood; if you take the average business the
movies he’s involved in or the ones based on his novels make; that no. comes to
Rs. 192 cr.[ 3 Idiots (392 cr.), Kai Po Che (78 cr), 2 States (107 cr), Kick
(354 cr), Hello (30 odd cr, not sure)]. There is not writer in Bollywood whose
commercial success comes anywhere close to that.
FACT:- The movies we diss. Dhoom 3, Kick, Ek Tha Tiger,
Dabangg & Dabangg 2 have made more than Rs. 2000 cr between them. What this
means is that it’s got more people to watch this movie than the regular
average. And it has got repeat viewership. Neither of which is a bad thing in
any creative business. It’s, in fact, what most people strive for.
What we don’t recognize is that by being dismissive of their
success; we are:-
1.
Iimplying that our view of “quality” content
should be the norm. The reality is that it is not.
2.
Creating a basic distinction between commercial
success and quality. Again erroneous, because these films and books do the
business they do because to a lot of people; they are in fact; a stellar
benchmark of quality entertainment.
3.
Acknowledging our narrow minded ness. I’m sure
that Chetan Bhagat, Aamir Khan, Salman Khan are not intellectually challenged.
If anything; they are extremely smart. They have managed to consistently create
content that is a hit with the masses. Which we, as advertisers and marketers,
struggle with.
4.
We hide our jealousy behind our dismissiveness.
Because most of us would trade an arm and a leg for their success and fame.
I don’t love Salman’s films. I find them mediocre. And I don’t
think Chetan Bhagat is the best author in the world.
But I do acknowledge that they have cracked the Indian
middle class. And salute them for that.
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