NAGINDAS KHANDWALA COLLEGE OF COMMERCE, ARTS AND MANAGEMENT STUDIES

BHADRAN NAGAR, ROAD NO 1, OFF S.V.ROAD, MALAD (WEST) MUMBAI- 400064

PROJECT REPORT ON

YASH RAJ FILMS AND ITS MARKETING STRATEGIES

SUBMITTED BY

MOHIT. L. JAIN

SUBMITTED TO

UNIVERSITY OF MUMBAI

ACADEMIC YEAR: 2010-2011

ACKNOWLEDGEMENT

Any accomplishment requires the effort of many people and this project is no different. Regardless of the source, I wish to express my gratitude to those who may have contributed to this work, even anonymously.

I gratefully acknowledge and express deep appreciated too many people who have made this project possible.

I would like to thank my Principal Mrs. Ancy jose, the entire teaching staff and non teaching staff also to Mrs. Mona Bhatia ( vice principal ) for their help.

Finally, I am grateful to my friends for their co –ordination and support they extended to me during the completion of the entire project.

INDEX

1. What is a Film ? 2. The film industry

3. steps involved in making a film

4. Indian Cinemas : Past

4. Filmography of yash raj films

5. Yash raj studio

6. Introduction of corporate industry in film industry

7. Effects of corporate industry in film industry

8. Marketing of yash raj films

10. 5 P’s of film marketing

EXECUTIVE SUMMARY

MARKETING and publicity campaigns of bollywood films have come of age. As television promos and larger than life posters have become past Eg. Bollywood laps up the latest buzzword innovation. The audience of today have a limited attention span. A movie has to make an impact on the first day of release. Its fortune is decided in three-four days. ‘ says tarun tripathi, marketing head of yashraj films.

In todays dynamic environment movies are struggling to stay afloat and remail profitable. Challenges such as piracy, digital theft, competition, overlapping movie campaigns, media fragmentation and audience saturation are forcing marketers to strtch their film budgets and make every dollar as effective as possible. With more and more entertainment options crowding peoples lives marketers must search innovative ways to reach movie audience. By breaking through the daily clutter and noise and capturing peoples attention to the point that talking about the movie becomes an enjoyable experience buzz marketing is one such promotional posture that drives audiences to theatres.

In order to achieve success with buzz marketing however marketers must recognize the role it plays in the context of movie differentiation strategies to support the companies overall approach. The main objective of mine doing this project is

To know about marketing of yash raj films.

To know whether the tie ups with big companies helps the film .

To know about yash raj films production . In this project I have tried to portray the present scenario of film advertising through yash raj films.

WHAT IS A FILM ?

A film, also called a movie or motion picture, is a story conveyed with moving images. It is produced by recording photographic images with cameras, or by creating images using animation techniques or visual effects. The process of filmmaking has developed into an art form and industry.

Films are cultural artifacts created by specific cultures, which reflect those cultures, and, in turn, affect them. Film is considered to be an important art form, a source of popular entertainment and a powerful method for educating — or indoctrinating — citizens. The visual elements of cinema give motion pictures a universal power of communication. Some films have become popular worldwide attractions by using dubbingor subtitles that translate the dialogue into the language of the viewer.

Films are made up of a series of individual images called frames. When these images are shown rapidly in succession, a viewer has the illusion that motion is occurring. The viewer cannot see the flickering between frames due to an effect known as persistence of vision, whereby the eye retains a visual image for a fraction of a second after the source has been removed. Viewers perceive motion due to a psychological effect called beta movement.

The origin of the name "film" comes from the fact that photographic film (also called film stock) has historically been the primary medium for recording and displaying motion pictures. Many other terms exist for an individual motion picture, including picture, picture show, moving picture, photo-play and flick. A common name for film in the United States is movie, while in Europe the term cinema or film is preferred. Additional terms for the field in general include the big screen, the silver screen, the cinema and the movies.

THE FILM INDUSTRY

The film industry consists of the technological and commercial institutions of filmmaking: i.e. film production companies, film studios, cinematography, film production, screenwriting, pre-production, post production, film festivals, distribution; and actors,film directors and other film personnel.

Though the expense involved in making movies almost immediately led film production to concentrate under the auspices of standing production companies, advances in affordable film making equipment, and expansion of opportunities to acquire investment capital from outside the film industry itself, have allowed independent film production to evolve.

The Indian film industry is multi-lingual and the largest in the world in terms of ticket sales and number of films produced. The industry is supported mainly by a vast film-going Indian public, and Indian films have been gaining increasing popularity in the rest of the world—notably in countries with large numbers of expatriate Indians. One third of the Indian film industry is mostly concentrated in Mumbai (Bombay), and is commonly referred to as "Bollywood" as an amalgamation of Bombay and Hollywood. The remaining majority portion is spread across North, West and South India (in Punjabi, Bengali, Marathi, oriya, Tamil, Malayalam, Kannada and Telugu speaking areas). However, there are several smaller centers of Indian film industries in regional languages (apart from Hindi, Telugu, Tamil, Kannada and Malayalam Punjabi, Bengali, Marathi,) centered in the states those languages are spoken. Indian films are made filled with action, romance, comedy, dance and an increasing number of special effects.

Yash raj film production and unit

1. Production company A production company is a company responsible for physical production of new media, performing arts, film, radio or a television program. The company may also be directly responsible for the raising of funding for the production or may accomplish this through an intermediary. The production company may be a small company, selling its product to a film studio or presenting it at a theatrical venue, or, in the case of film and television, it may be the studio itself. A coproduction is a theatrical presentation or film made by more than one company. It is common for actors to form their own production companies so that they can have more control over their own careers.

2. Movie studio A movie studio (aka film studio or simply studio) is, in the established sense of the term, a company that distributes motion pictures. Literally, however, the term denotes a controlled environment for the making of a motion picture. This environment may be interior (sound stage), exterior (backlot), or both.

In general parlance, the term is synonymous with a major motion picture production company, due largely to the fact that the leading production companies of Hollywood's Golden Age—from the late 1920s to the late 1940s—owned their own studio facilities, as do a few today. However, worldwide (and even in the United States) the majority of production companies have never owned their own studios, but have rented space at independently owned facilities that, in many cases, never produce a motion picture of their own.

3. Cinematography Cinematography (from Greek: kinema - κίνημα "movement" and graphein - γράφειν "to record"), is the making of lighting and camera choices when recording photographic images for the cinema. It is closely related to the art of still photography. Many additional issues arise when both the camera and elements of the scene may be in motion, though this also greatly increases the creative possibilities of the process

6. Pre production Pre-production is the process of preparing all the elements involved in a film, play, or other performance.

In the film industry, pre-production usually only commences once a project has been developed and is greenlit. At this stage a project will generally be fully financed and have most of the key elements such as principal cast, director and cinematographer in place, as well as a screenplay which is satisfactory to all the financiers. It can also mean the actors of the movie are about to shoot the movie.

During pre-production, the script is broken down into individual scenes and all the locations, props, cast members, costumes, special effects and visual effects are identified. An extremely detailed schedule is produced and arrangements are made for the necessary elements to be available to the film-makers at the appropriate times. Sets are constructed, the crew is hired, financial arrangements are put in place and a start date for the beginning of principal photography is set. At some point in pre-production there will be a read-through of the script which is usually attended by all cast members with speaking parts, all heads of departments, financiers, producers, publicists, and of course the director.

7. Post-production Post-production is part of the filmmaking process. It occurs in the making of motion pictures, television programs, radio programs,advertising, videos, audio recordings, photography and digital art. It is term for all stages of production occurring after the actual end of shooting and/or recording the completed work.

Post-production is, in fact, many different processes grouped under one name. These typically include:

Editing  the picture / television program Writing, (re)recording, and editing the soundtrack. Adding visual special effects - mainly computer-generated

imagery (CGI) and digital copy from which release prints will be made (although this may be made obsolete by digital-cinema technologies).

Sound Design, Sound Effects, ADR, Foley and Music, culminating in a process known as sound re-recording or mixing.

Transfer of film to Video or Data with a telecine and Color grading.

Typically, the post-production phase of creating a film takes longer than the actual shooting of the film, and can take several months to complete.

8. Film festival A film festival is an organised, extended presentation of films in one or more movie theaters or screening venues, usually in a single locality. The films may be of recent date and, depending upon the focus of the individual festival, can include international releases as well as films produced by the organisers' domestic film industry. Sometimes there is a focus on a specific film-maker or genre (e.g., film noir) or subject matter (e.g., gay and lesbian film festivals). A number of film festivals specialise in short films, each with its defined maximum length. Film festivals are typically annual events.

9. Product distribution

Product distribution (or place) is one of the four elements of the marketing mix. An organization or set of organizations (go-betweens) involved in the process of making a product or service available for use or consumption by a consumer or business user.

The other three parts of the marketing mix are product, pricing, and promotion.

YASH RAJ FILMS

Introduction:

The second largest film industry of the world has contributed many talents – each brilliant in its own creative field. Very few, however, have enjoyed consistency in their creative endeavours and even fewer have managed to create an organization that has become an integral part of the entertainment business in India. YRF (Yash Raj Films) Studioshas merited this unique distinction.

YRF Studios is spearheaded by Yash Chopra – a leading light of the Indian entertainment industry for the last five decades.

YRF Studios started out as a film-making company in 1970. In the last three decades it has grown from strength to strength and today has to its credit India’s most enviable film catalogue – some films of which have been the highest grossers in the entertainment business.

YRF Studios, over the years, has expanded to distribution of films all over the world – its own as well as films made by other well-known Indian names.

YRF Studios has also widened its horizons into Home Entertainment by marketing and distributing DVDs and VCDs of classic Indian films all over the world through its offices in UK, USA, UAE and India. 

YRF Studios has been associated with producing various successful music albums and has also launched its ownMusic Label – YRF Music. 

YRF Studios has also been involved in production of television software, ad films, music videos, and documentaries – with its enviable creative team always at the fore. 1st January, 2010 marked the entry of YRF Television, on Sony Entertainment Television - India's leading television broadcaster, ushering a new wave of television viewing experience. 

YRF Studios has its own Post-production facilities, Television Division, Design Cell, Equipment Division, Marketing Division, Internet & New Media Division, Licensing & Merchandising Division – all in-house facilities, which make it one of the most coveted creative houses in the country. 

In 2004, Hollywood Reporter carried a survey on the “Biggest Film Distribution Houses” in the world in which...

YRF Studios has its own state-of-the-art fully integrated Studio and a new Corporate Office at one of Mumbai’s prime properties where the heart of the entertainment business beats.

YRF Studios is India’s leading Entertainment Conglomerate – veritably a “Studio” in every sense.

COMPANY INFO : FILMS PRODUCED BY YASH RAJ FILMS

A run through of films made under Yash Raj Films finds some of Indian Cinema’s most successful films featured:  

1 2010 Lafangey Parindey Pradeep Sarkar2 2010 Badmaash Company Parmeet Sethi3 2010 Pyaar Impossible Jugal Hansraj4 2009 Rocket Singh - Salesman of the Year Shimit Amin5 2009 Dil Bole Hadippa Anurag Singh6 2009 New York Kabir Khan7 2008 Rab Ne Bana Di Jodi Aditya Chopra8 2008 Roadside Romeo Jugal Hansraj9 2008 Bachna Ae Haseeno Siddharth Anand10 2008 Thoda Pyaar Thoda Magic Kunal Kohli11 2008 Tashan Vijay Krishna Acharya12 2007 Aaja Nachle Anil Mehta13 2007 Laaga Chunari Mein Daag - Journey Of A Woman Pradeep Sarkar14 2007 Chak De India Shimit Amin15 2007 Jhoom Barabar Jhoom Shaad Ali Sahgal16 2007 Ta Ra Rum Pum Siddharth Anand17 2006 Kabul Express Kabir Khan18 2006 Dhoom:2 Sanjay Gadhvi19 2006 Fanaa Kunal Kohli20 2005 Neal ‘n’ Nikki Arjun Sablok21 2005 Salaam Namaste Siddharth Raj Anand22 2005 Bunty aur Babli Shaad Ali Sahgal23 2004 Veer-Zaara Yash Chopra24 2004 Dhoom Sanjay Gadhvi25 2004 Hum Tum Kunal Kohli26 2002 Saathiya Shaad Ali27 2002 Mujhse Dosti Karoge Kunal Kohli28 2002 Mere Yaar Ki Shaadi Hai Sanjay Gadhvi29 2000 Mohabbatein Aditya Chopra30 1997 Dil To Pagal Hai Yash Chopra31 1997 Humko Ishq Ne Maara (Telefilm) Arjun Sablok32 1995 Dilwale Dulhania Le Jayenge Aditya Chopra33 1994 Yeh Dillagi Naresh Malhotra34 1993 Darr Yash Chopra35 1993 Aaina Deepak Sareen36 1991 Lamhe Yash Chopra37 1989 Chandni Yash Chopra38 1988 Vijay Yash Chopra39 1985 Faasle Yash Chopra40 1984 Mashaal Yash Chopra41 1982 Sawaal Ramesh Talwar

42 1981 Silsila Yash Chopra

43 1981 Nakhuda Dilip Naik44 1979 Kaala Patthar Yash Chopra45 1979 Noorie Manmohan Krishna46 1977 Doosra Aadmi Ramesh Talwar47 1976 Kabhi Kabhie Yash Chopra48 1973 Daag Yash Chopra

Business activity

Film production

Yash Chopra and Aditya Chopra are both committed to discover and groom talent in various aspects of filmmaking for the future.

YRF already has around 40 films to its credit and has major growth plans for the future. The enviable catalogue of films continues to yield higher returns for the company and with passing years becomes more

and more valuable. It will not be an exaggeration to say that films from this company get the highest values from distributors and exhibitors, satellite & terrestrial channels, licensees and various other users of catalogue film repertoire. 

Collectively, 12 of the recent YRF productions have grossed in excess of 200 Million US Dollars worldwide. The 6 highest selling music albums of all times include 4 YRF productions. 

In 2004, India’s biggest grossers were YRF Productions – ‘Veer-Zaara’ (worldwide box office gross Rs. 150 crores / US$ 33.33 million), 'Dhoom' (worldwide box office gross Rs. 65 crores / US$ 14.44 million) and ‘Hum Tum’ (worldwide box office gross Rs. 51 crores / US$ 11.33 million). 

In 2005, India’s biggest grosser worldwide was ‘Bunty aur Babli’ (worldwide box office gross Rs. 84 crores / US$ 18.66 million), while ‘Salaam Namaste’ (worldwide box office gross Rs. 56 crores / US$ 12.44 million) was the highest grosser in the overseas. 

Two of biggest grossers of the year 2006 were YRF’s ‘Dhoom:2’ (worldwide box office gross 162 crores / US$ 36 million) and ‘Fanaa’ (worldwide box office gross 126 crores / US$ 28 million). ‘Kabul Express’ (2006), was YRF’s first film for an international audience – a new foray into this segment of filmmaking, with many more to come. 

The 2007 release ‘Chak De India’ was one of the most successful films of the year commercially with the worldwide box office gross of above Rs. 125 Crores / US$ 35 million. This film also won unprecedented critical acclaim and numerous awards from all across the world.

YRF has entered into an agreement with The Walt Disney Studios, world-renowned leaders in family entertainment, to exclusively create a series of animation films in the Indian language. The collaboration marks the first time for both companies to enter a co-production to produce films in India. The first film to be co-produced in this alliance was'Roadside Romeo' (released in October 2008).

2008's last release 'Rab Ne Bana Di Jodi' (A Match Made in

Heaven) which was Aditya Chopra's third directorial venture after eight years, has been the highest grossing film of all-time for both YRF and India's superstar, Shahrukh Khan. 

2009's release 'New York' was one of the top 5 grosser of the year and won numerous awards and critical acclaim for the realistic portrayal of the life-changing experience of a group of friends, post 9/11. 

YRF is fortunate to have carved a niche for itself in Indian Cinema and being called the leading film production house of the country is humbling. The vision extends itself, from speaking to Indians all over the world, to reaching out to a global multicultural audience. 

The vision for the future is to produce around 7-8 films a year under the Yash Raj Films’ production banner while progressively, as YRF Studios, backing additional films to ensure a sizeable number of releases every year – each belonging to a different genre, each with the YRF stamp of quality and each vying with the other to be the top notch release of the year. 

The studios

YRF has its own state-of-the-art, fully integrated Film Studio. This one-of-its-kind Studio houses three Sound Stages and is the only complete soundproof and air-conditioned Studio in India. The Audio Wing houses the most advanced audio and video recording and post-production facilities.

The Studios are built to International Standards and have the right reverberation time with the lowest air-conditioning and environment noise. This has been achieved and designed by Studio Designer Mr.

Martin Pilchner (of Pilchner Schoustal International Inc. USA), who has, among other projects, also designed post-production facilities for various members of the Hollywood fraternity, including Steven Spielberg & M. Night Shyamalan.

The talents & tools that are offered to the film industry and multimedia producers are the best and most up-to-date. It is a winning combination of a unique work environment with technical excellence and an award winning team of technicians.

The Studio has a fully functional cafeteria & canteen that can cater to the needs of the entire production staff at reasonable rates. The delicious meals prepared at the Studio are comparable to any ‘A’ grade restaurant in the city. The Studio also has a fully equipped Gymnasium with the latest technology for artists and senior technicians.

Customer service, client comfort and satisfaction are key factors for the Studios.

These Studio facilities, the biggest in India for indoor shootings, provide a vertically integrated array of complete services to an ever increasing broad range of professionals in the Entertainment Industry.

This Studio is just another step towards the dream of consolidating YRF as the most complete Entertainment Conglomerate of India. 

Film distribution

Apart from its own films, YRF has successfully distributed films of other well known film-makers throughout India and all over the world 

INDIA:In India, YRF has its own offices in 12 territories, covering almost the entire country. The following are the distribution offices in operation, along with the territories/circuit they cater to, which are controlled

from the Corporate Office under Mr. Sahdev Ghei (Vice President - Distribution). 

1. MUMBAI (Bombay circuit – comprising part of Maharashtra, Gujarat & Goa) Yash Raj Film Distributors, headed by Mr. Rajesh Malhotra. 

2. DELHI (Delhi-U.P. circuit) Yash Raj P. P. Associates Private Limited 

3. JALANDHAR (East Punjab circuit)Yash Raj Puri & Co. Pvt. Ltd. 

4. JAIPUR (Rajasthan circuit)Yash Raj Jai Pictures Private Limited 

5. AMRAVATI (C.P. circuit)Yash Raj Films Private Limited through Khajanchi Film Exchange 

6. INDORE (C.I. circuit)Yash Raj Films Private Limited 

7. BANGALORE (Mysore circuit)Yash Raj Pal Films Distributors (Bangalore) Pvt. Ltd. 

8. SECUNDERABAD (Nizam circuit)Yash Raj Vandana Films Distributors Private Limited 

9. CALCUTTA (Bengal circuit)Yash Raj Kushagra Arts Private Limited 

10. CHENNAI (Tamil Nadu circuit)Yash Raj Films Private Limited 

11. ANDHRA PRADESH (Andhra circuit)Yash Raj Films Private Limited 

12. COCHIN (Kerala circuit)Yash Raj Films Private Limited 

Indeed, nobody covers the territory of India in its entirety as the Distribution Division of YRF. 

YRF has successfully released some of India's biggest blockbusters like blockbusters like Rab Ne Bana Di Jodi, New York, Chak De India, Dhoom:2, Fanaa, Veer-Zaara, Salaam Namaste, Bunty aur Babli, Dil To Pagal Hai, Mohabbatein, Hum Tum, Dhoom & Others like Black, Mangal Pandey – The Rising, Kaal, Kal Ho Naa Ho, Kabhi Khushi Kabhie Gham, Kuch Kuch Hota Hai, Koi...Mil Gaya, Kaho Naa...Pyaar Hai and have also handled off-beat films like Maine Gandhi Ko Nahin Mara, My Brother...Nikhil, Maqbool, Meenaxi: Tale of 3 Cities, Gajagamini and Zubeidaa. 

In 2010, the Distribution Division will release all films produced by the Company. 

OVERSEAS:YRF has its own offices in major countries, through which they handle their global business. The International Operations are handled by Mr. Avtar Panesar, Vice President - International Operations (avtar@yashrajfilms.com), based at the Corporate Office in India.

Yash Raj Films International Ltd.[covering the territories of United Kingdom & Europe, based in London]

Regus House,268 Bath Road,Slough, SL1 4DX,United Kingdom.

Tel: +44 (870) 739 7345Fax: +44 (870) 739 7346Email: ukoffice@yashrajfilms.comManager - Marketing & Distribution: Mr. Navraj Panesar 

Yash Raj Films USA Inc.[covering the territories of North & South America, based in New York]

2417 Jericho Turnpike,Suite # 284,Garden City Park,NY 11040,U.S.A.

Tel / Fax: +1 (516) 280 5662Email: usoffice@yashrajfilms.comHead Of Operations - The Americas: Mr. Vaibhav Rajput

Yash Raj Films (UAE) L.L.C.[covering the territories of Middle East & North Africa, based in Dubai]

3106, The Citadel, Business Bay, Dubai,United Arab EmiratesP.O. Box – 50270. 

Tel: +971 4 4472140Fax: +971 4 4472139Email: uaeoffice@yashrajfilms.comHead Of Operations - Middle East & North Africa: Mr. Nelson D’Souza

The Rest of the World is effectively handled by Yash Raj Films' Corporate Office in Mumbai. 

Recent blockbusters released in the overseas include include Rab Ne Bana Di Jodi, Chak De India, Ta Ra Rum Pum, Dhoom:2, Fanaa, Salaam Namaste, Bunty aur Babli, Veer-Zaara, Kabhi Alvida Naa Kehna, Mangal Pandey – The Rising, Hum Tum, Dhoom, Black, Kaal, Kabhi Khushi Kabhie Gham, Kal Ho Naa Ho & Koi... Mil Gaya. 

Apart from releasing all films produced by YRF, the Distribution Division of YRF has successfully released some of India’s biggest blockbusters made under outside banners – covering films from all

genres. Out of the 10 highest grossing Hindi films of all times, 8 have been distributed by the Distribution Division of YRF.. 

Apart from theatrical exploitation of films, the offices effectively handle marketing & distribution of all Home Entertainment and Music products released on the Yash Raj label. 

A constant exercise is underway to explore new territories for Indian films as well as new avenues of exploiting ancillary revenue streams from the huge catalogue of films. 

International Film Festivals all over the world see a frequent participation by the YRF representatives, not only to give their films a wider audience, but to interact with global industry leaders and to forever reinvent strategies 

Yrf television

1st January, 2010 marked the entry of "YRF Television", a subsidiary of Yash Raj Films Pvt. Ltd. on Sony Entertainment Television - India's leading television broadcaster, ushering a new wave of television viewing experience. 

The new offering from YRF TV is "distinct" in its look with fresh, contemporary and engaging storylines that reflect the dreams, aspirations & passion of today's young India and is attuned to deliver "a unique and novel television viewing experience". The brand new line up of 5 new shows - "1 non-fiction" (Lift Kara De) and "4 fictions" (Mahi Way, Rishta.com, Powder & Seven) is daringly different, contemporary and in line with sensibilities of today's Indian family.

YRF had earlier produced some of the most popular television shows in India like "Meri Awaz Suno", "Meri Pasand"among others. Rights for the world of almost 150 episodes of "Meri Awaz Suno" and 75 episodes of "Meri Pasand" remain with the company and are yet to be exploited in territories outside India. 

Other activities

YRF continues to expand its activities in the following fields: 

1. MUSIC VIDEOS / ALBUMSHaving successfully made music videos of top Indian artistes like Lata Mangeshkar, Pankaj Udhas and others, an ongoing expansion in this field continues. Yash Chopra was handpicked by the then Indian Prime

Minister, Atal Bihari Vajpayee to create a music video of one of his poems sung by Jagjit Singh and filmed on Shahrukh Khan.

The creative team at YRF specializes in making documentaries of archival film material. 

2. AD CELLHaving created some of the most popular ad films for companies like Hindustan Lever and Dabur earlier, YRF also has an ‘Ad Cell’ – exclusively dedicated to the production of advertisements and TV & Film commercials. YRF’s creative excellence, technical skills, production values and artist goodwill puts it in the ideal position to expand its services into the ad arena. One of the most memorable series of ad films to be shot under the ‘YRF Ad Cell’ was for Dabur (for its range of Ayurvedic and health products), which starred one of India’s biggest superstars, Mr. Amitabh Bachchan. The‘YRF Ad Cell’ won the coveted RAPA Award for the Dabur Chyawanprash campaign (for the year 2004) and the Dabur Hajmola campaign (2005) and the Dish TV campaign (2008). Additionally, the popular “Dhoom Dhoom” (Tata Young) music video made under YRF Ad Cell also won a RAPA Award for the best music video (2005). 

3. DESIGN CELLThe Design Cell of YRF created the very popular publicity campaigns of all its latest releases: Chak De India, Ta Ra Rum Pum, Aaja Nachle, Dhoom:2, Fanaa, Kabul Express, Bunty aur Babli, Salaam Namaste, Neal ‘n’ Nikki, Veer-Zaara, Hum Tum, Dhoom among a host of other films, and will continue to do so for all forthcoming films of YRF. Additionally, the YRF Design Cell also created the publicity campaigns of some films from outside banners like Mangal Pandey – The Rising, Maqbool, Supari, Charas among others. The Design Cell continues to create innovative designs for all new DVD, VCD, and Audio releases of YRF, and also all its internal publications like Books, Calendars etc. 

4. MARKETINGYRF’s Marketing team has been acknowledged for its dynamism in

creating a new wave in marketing of films. An integrated effort goes into the positioning of each film as a product for a target audience in a country as culturally diverse as India. In recent years, such marketing efforts have yielded visible results in YRF’s movies receiving largest openings in the era of the multiplex boom that has gripped India. 

The team has won Awards and received accolades particularly for the Marketing campaigns of Rab Ne Bana Di Jodi, New York, Hum Tum, Dhoom, Bunty aur Babli and Dhoom:2.

5. INTERNET & NEW MEDIAYRF has a very popular Website showcasing all its activities. The company has successfully been able to use the Internet both as a means of communication, as well as a revenue-generator since 1997, when it was one of the first film production companies in India to launch its own Website.

YRF’s “revamped” Website was launched by Microsoft’s Worldwide CEO, Mr. Steve Ballmer in November 2006, marking the advent of a new era for Indian entertainment consumers. 

The YRF Website gets around 20 million hits every month on average. At peak periods, the site has seen the hits go up to the range of 35 million a month. The YRF Website bagged the “Best of Film Category Award at the International Web Page Awards” and was also selected among the “Top 25 Must Visit Indian Websites”. 

The Internet Cell is responsible for the business development aspects in the Digital & New Media space; with the objective of deriving new revenue streams through the ever-emerging digital medium. Apart from YRF’s Corporate Website, this Cell also maintains YRF’s other online properties www.yrfstudios.com and www.udaychopra.comin-house itself and also handles online marketing aspects for its movies all across the Internet and social networking sites. 

6. MOBILE CONTENTYRF movie content is also used to create exclusive Mobile properties

across various categories for mobile downloads. With various strategic partnerships in place with key mobile operators across the world, YRF’s mobile properties are one of the most popular in their respective categories. These include Mobile Ringtones, True/Sing tones, Wallpapers, Games, Picture Messages, Operator Logos, among others. The evolving mobile technology, coupled with YRF’s dynamic expansion plans, shall ensure continual growth prospects in this sphere. 

7. LICENSING & MERCHANDISING YRF’s Licensing Division ensures that its vast repertoire is protected under the Copyright Act. A monitoring service is in place to ensure that there is maximum realization of copyright revenues due to the Company when its repertoire is used by outside parties. In sync with this, the Licensing Division has also entered into MOU’s with several TV channels. With growing demand for licensing of YRF’s audio and video repertoire, this division plays a crucial in revenue exploitation of its popular content.

Characters from Yash Raj Films have become embedded in public memory – their costumes, their persona and all that goes with it! Fans eagerly await a Yash Raj Film to emulate its leading characters and take home with them souvenirs, so that the film continues to live with them. YRF’s Merchandising Division has successfully created merchandise properties of its movies like ‘Dhoom:2’, ‘Fanaa’, ‘Ta Ra Rum Pum’, ‘Laaga Chunari Mein Daag – Journey of a woman’ and ‘Tashan’ among others. With an enviable catalogue of films, as well as the varied genre of films under production and also being planned for the future, the division aims to tap into this niche segment of Merchandising. 

8. EQUIPMENT DIVISIONYRF has its own in-house Film Equipment Division which caters to all the lights, camera and sound needs for all shootings. 

9. SPECIAL PROJECTSThis Division headed by the creative Jaideep Sahni (the successful

writer of ‘Chak De India’ and ‘Bunty aur Babli’ among others) ideates and creates new content with the objective to add new dimensions to Indian Cinema. ‘Kabul Express’ (2006) was YRF’s first film for an international audience – a new foray into this segment of filmmaking, with many more to come. This division also keeps a keen eye on potential new creative talent. 

10. YRF ENCHANTED JOURNEY YRF has entered into an Licensing Agreement with SOTC (a part of the Kuoni Travel Group, India’s largest Travel & Tourism Company), and Brandinvest AG (a Switzerland-based enterprise), to offer a unique and once in a lifetime entertainment experience to Indians and Indian-film fans visiting Switzerland. The ‘YRF Enchanted Journey’ gives consumers a firsthand opportunity to live the authentic YRF experience by visiting original sites and locations in Switzerland used by Yash Raj Films, as well as engaging with various themes and elements seen in some of its most famous movies. 

The yrf team

Yash chopra – chairman

Born on 27th September 1932, Yash Chopra's journey from the lush green fields of Punjab – which keep reappearing in his movies in all their splendour – to the very highest echelons of the Hindi film industry has been as magical as any of his 50 plus movies.

To many Indians, a Yash Chopra movie has been their passport to a world outside the one they inhabit. He was one of the first directors to take his camera to countries such as Switzerland, Holland, Germany and the United Kingdom. This has often led to a direct increase in visitors to those countries, and governments have not been shy in taking note. The Swiss Government has honoured him for helping rediscover Switzerland and he was presented a special Award by screen goddess. Ursula Andress, on behalf of the Swiss Government. In fact, a lake in Switzerland has been unofficially named 'The Chopra Lake' because of the way he has used it in films.

His directorial efforts outshine the work of directors less than half his age. If his achievements as director are staggering, his work as a producer is no less. He has never been shy of adventuring into bold and controversial themes – which are not just simple "message films." Instead he has pulled off the more difficult task of weaving in socially relevant messages within the parameters of commercial cinema. The social comment has been meshed in with the smiles and tears and has managed to successfully bridge the gap between the older and the younger generations worldwide.

Yash Chopra has unearthed new composers, new singers, and acting talent, almost all of whom have gone on to great heights in the industry. To be a part of a YRF film is the culmination of the fondest dreams for any talent in India – creative or technical.

Yash Chopra, today, is more than a director and producer alone. In fact, the corporatization of "Bollywood" had its very genesis in the

pioneering efforts of Yash Chopra. With his vast years of experience in the entertainment business, Yash Chopra is indisputably the leader of the Media and Entertainment firmament in India and the voice that governments and organizations listen to on matters pertaining to the rapidly booming Hindi film industry.

Even after seven decades, his vitality and creativity remain undiminished, and a new Yash Chopra or YRF film continues to remain the most anticipated event in the film calendar of India. For Indians of every age, Hindi cinema means Yash Chopra and Yash Chopra means Hindi cinema.

FILMOGRAPHYYash Chopra directed some memorable films for other producers before starting his company, YASH RAJ FILMS in 1970. 

These included Dhool Ka Phool (1959), Dharmputra (1961), Waqt (1965), Aadmi Aur Insaan (1969) & Ittefaq (1969). 

Even after he turned producer in 1970, he directed 4 more films for other banners. These included Joshila (1973), Deewaar (1975), Trishul (1978) & Parampara (1993). 

FILMS DIRECTED BY YASH CHOPRA

1 2004 Veer-Zaara Yash Raj Films2 1997 Dil To Pagal Hai Yash Raj Films

3 1993 Darr Yash Raj Films4 1993 Parampara Nadiadwala5 1991 Lamhe Yash Raj Films6 1989 Chandni Yash Raj Films7 1988 Vijay Yash Raj Films8 1985 Faasle Yash Raj Films9 1984 Mashaal Yash Raj Films10 1981 Silsila Yash Raj Films11 1979 Kaala Patthar Yash Raj Films12 1978 Trishul Trimurti Films13 1976 Kabhi Kabhie Yash Raj Films14 1975 Deewaar Trimurti Films15 1973 Daag Yash Raj Films16 1973 Joshila Trimurti Films17 1969 Ittefaq B.R.Films18 1969 Aadmi Aur Insaan B.R.Films19 1965 Waqt B.R.Films20 1961 Dharmputra B.R.Films21 1959 Dhool Ka Phool B.R.Films

FILMS PRODUCED BY YASH RAJ FILMS

1 2010 Lafangey Parindey Pradeep Sarkar2 2010 Badmaash Company Parmeet Sethi3 2010 Pyaar Impossible Jugal Hansraj4 2009 Rocket Singh - Salesman of the Year Shimit Amin5 2009 Dil Bole Hadippa Anurag Singh6 2009 New York Kabir Khan7 2008 Rab Ne Bana Di Jodi Aditya Chopra8 2008 Roadside Romeo Jugal Hansraj9 2008 Bachna Ae Haseeno Siddharth Anand10 2008 Thoda Pyaar Thoda Magic Kunal Kohli11 2008 Tashan Vijay Krishna Acharya12 2007 Aaja Nachle Anil Mehta13 2007 Laaga Chunari Mein Daag - Journey Of A Woman Pradeep Sarkar14 2007 Chak De India Shimit Amin15 2007 Jhoom Barabar Jhoom Shaad Ali Sahgal16 2007 Ta Ra Rum Pum Siddharth Anand17 2006 Kabul Express Kabir Khan18 2006 Dhoom:2 Sanjay Gadhvi19 2006 Fanaa Kunal Kohli20 2005 Neal ‘n’ Nikki Arjun Sablok21 2005 Salaam Namaste Siddharth Raj Anand22 2005 Bunty aur Babli Shaad Ali Sahgal23 2004 Veer-Zaara Yash Chopra24 2004 Dhoom Sanjay Gadhvi25 2004 Hum Tum Kunal Kohli

26 2002 Saathiya Shaad Ali27 2002 Mujhse Dosti Karoge Kunal Kohli28 2002 Mere Yaar Ki Shaadi Hai Sanjay Gadhvi29 2000 Mohabbatein Aditya Chopra30 1997 Dil To Pagal Hai Yash Chopra31 1997 Humko Ishq Ne Maara (Telefilm) Arjun Sablok32 1995 Dilwale Dulhania Le Jayenge Aditya Chopra33 1994 Yeh Dillagi Naresh Malhotra34 1993 Darr Yash Chopra35 1993 Aaina Deepak Sareen36 1991 Lamhe Yash Chopra37 1989 Chandni Yash Chopra38 1988 Vijay Yash Chopra39 1985 Faasle Yash Chopra40 1984 Mashaal Yash Chopra41 1982 Sawaal Ramesh Talwar

42 1981 Silsila Yash Chopra

43 1981 Nakhuda Dilip Naik44 1979 Kaala Patthar Yash Chopra45 1979 Noorie Manmohan Krishna46 1977 Doosra Aadmi Ramesh Talwar47 1976 Kabhi Kabhie Yash Chopra48 1973 Daag Yash Chopra

AWARDS AND RECOGNITION

National honours & recognition: 

For all the pioneering efforts throughout his film career, Yash Chopra has won every conceivable film award and recognition.

Yash Chopra is currently on the Advisory Board of the Information & Broadcasting Ministry of the Government of India.

He was one of the eminent Indians in 2005 selected for the coveted Padma Bhushan Award, one of the country's highest civilian honours bestowed for the year 2005 by the Honourable President of India, Dr. APJ Abdul Kalam.

He was also chosen for the prestigious Dadasaheb Phalke Award for 2001, the topmost and the highest honour given by the Government of India to a member of the entertainment fraternity.

The Panjab University, Chandigarh, India, conferred upon him an Honorary Doctorate (Doctor Of Literature – Honoris Causa) at a special convocation ceremony held on 16th January 2008, in recognition of his outstanding contribution to Indian cinema.

The Guru Nanak University, Amritsar, India, has conferred upon him an Honorary Doctorate (Doctor Of Philosophy – Honoris Causa) in February 2004 in recognition of his stature as a leading luminary of India.

The Hindi film industry voted Yash Chopra and his son Aditya Chopra the most powerful people in the Indian Entertainment business and Yash Raj Films thundered into the Number 1 slot in Filmfare's Power List for three years in a row - in 2005, 2006 and 2007. 

Yash Chopra was honoured with "Outstanding Achievement Award" at the Punjabi Pravasi Divas 2006, for his commendable contribution to the Film and Entertainment Industry and for bringing laurels to the land of his birth - Punjab. 

Yash Chopra was honoured with the first ever Punjab Rattan Award by the Chief Minister of Punjab Capt. Amarinder Singh on 20th June 2006. He was conferred with this award as recognition from the state (Punjab) he grew up in. 

Yash Chopra was also honoured with the title of The Forbes Quintessential Man by the Rotary Club of Bombay on 25th June 2006 for his contribution to Indian Society through his films. 

Yash Chopra was awarded the coveted Raj Kapoor Award by the Chief Minister of Maharashtra, Mr. Vilasrao Deshmukh at the 44th Marathi Film Festival and Awards on 30th April 2007, in recognition of his impressive contributions to the Hindi film industry.

Yash Chopra was conferred the Zenith Asia Honour for his contribution to Indian cinema at a ceremony at the National Film Archive of India on 13th November 2007.

Yash Chopra was honoured with the coveted Golden Peacock Award, considered as the Holy Grail of corporate excellence, on 17th January 2009, in Mumbai, for his invaluable contribution to the Indian cinema.

Yash Chopra was honoured by the International Punjabi Society at their 34th World convention on 7th January 2008, for spreading Punjabi

culture abroad through his films.

Yash Chopra was conferred with the Marketing King Award 2006 by the Institute of Marketing Management, New Delhi on 14th August 2006, in recognition of his exemplary work in marketing his films, both within India and abroad. 

Yash Chopra was invited as Guest of Honour for the 2005 Convocation ceremony of the Kanya Maha Vidyalaya – one of the oldest institutions for Women education in India. He joined the ranks of many great Indian stalwarts like Lala Lajpat Rai, Dr. Radha Krishnan, Pandit Madan Mohan Malviya, Pandit Jawaharlal Nehru, Dr. Rajinder Prasad, Mr. Morarji Desai, Mrs. Sarojini Naidu and Mrs. Indira Gandhi, who have been invited to this illustrious institution.

The 4th Pune International Film Festival (PIFF) 2006 bestowed its "Lifetime Achievement Award" to Yash Chopra, recognizing his towering contributions made to film production and direction.

He is the Founder Trustee of Film Industry Welfare Trust established in the year 1996. 

He has been awarded Outstanding Achievement Awards by the apex bodies of Indian Industry – like the CII (Confederation of Indian Industry). He is currently the Chairman of the Entertainment Committee of FICCI(Federation of Indian Chambers of Commerce & Industry) – the Apex Business Organisation of India. 

He is the recipient of the Dr. Dadabhai Naoroji Millennium Lifetime Achievement in 2001. 

He is the recipient of the Vocational Excellence Award by the Rotary Club.

He was honoured by NAASCOM (National Association of Software and Service Companies) and AIAI (All India Association of Industries) for his outstanding achievements. 

He has been awarded the prestigious Priyadarshini Award for his

outstanding contribution to Indian Cinema. This award was presented to him by the then Deputy Prime Minister Mr. L.K.Advani.

He was honoured with the Teachers 2003 Outstanding Achievement Award. 

Veer-Zaara was also honoured with the National Award for "Best Film for providing Popular and Wholesome Entertainment", and also almost swept all major award ceremonies of the year, including every major "Best Film" Award.

International Honours & Recognition: 

The School of Oriental and African Studies (SOAS), UK, awarded Mr. Yash Chopra an honorary higher doctoral degree, a DLit, a Doctor of Letters honoris causa, on 23rd July 2010, for having made an outstanding contribution to the field of cinema in his five decades of work in the Hindi film industry.

The Leeds Metropolitan University, UK conferred upon him an Honorary Doctorate at a special honorary awards convocation ceremony held on 9th June 2007, in recognition of his outstanding contribution to Indian Cinema.

He is the only Indian Film Producer and Director to receive the BBC Asia Award twice – in 1998 and 2001 for his outstanding contribution in films.

The British Film Institute handpicked Yash Chopra for a book written by Dr. Rachel Dwyer in its 'World Directors Series'. This book was launched amidst great fanfare in London and showcases the glorious 5-decade career of Yash Chopra. The book, 'Yash Chopra' was also released in New Delhi by the then Information & Broadcasting Minister Mrs. Sushma Swaraj, and in Mumbai by Dilip Kumar, Amitabh Bachchan & Shahrukh Khan. 

Yash Chopra was the first Indian ever to be honoured by BAFTA (British Academy of Film and Television Arts) in the 59 year history of the Academy on 15th July

2006. Celebrating Indian Cinema, BAFTA dedicated a 3 day weekend to showcase Indian Cinema with Yash Chopra's Veer-Zaara getting top billing. 

Yash Chopra was honoured in the UK at The House of Lords and House of Commons at the Palace of Westminster on 17th May 2007, for his contribution to the Indian film industry. He was invited there by the ROKO Cancer charity to accept Patronage to the Charity, in recognition for his role in the ROKO Cancer campaign.

Yash Chopra was formally bestowed with France's highest civilian award, the "Officier de la Legion d' Honneur" (Officer of the Legion of Honour) at a glittering ceremony in Delhi on 5th July 2008. The French President, Nikolas Sarkozy, had announced this award by decree no. 01D dated 21st January 2008. Yash Chopra has thus joined a very select list of awardees, including such luminaries from the Indian cultural sphere as the legendary Satyajit Ray, sitar maestro Ravi Shankar, India's nightingale Lata Mangeshkar and megastar Amitabh Bachchan. 

The Swiss Government has honoured Yash Chopra on various occasions. He received the first Swiss Government / Filmfare Award at the hands of Ms. Ursula Andress for his contribution to developing tourism in Switzerland through his films. Subsequently, the Swiss Government has honoured him on various occasions with awards, recognition as well as offering him the honour of a State Guest in Switzerland. 

He is the recipient of Certificate of Recognition from the British Tourist Authority and British Film Commissionfor promoting tourism in the UK through his films.

Yash Chopra was invited as a member of the International Jury for the prestigious 56th Berlin International Film Festival in 2006. This is a significant marker acknowledging India's place in World Cinema and Yash Chopra is the first Bollywood personality in 25 years to have been given this honour. 

Yash Chopra was honoured at the 2nd Dubai International Film Festival 2005, along with the Oscar Winning actor Morgan Freeman and the Egyptian comedy superstar Adel Imam, as the Asian, Hollywood and Arab honorees in the Festival's "In the Spotlight" program, for their distinguished service to the Film Industry. 

Yash Chopra was awarded the Superbrand Award for 2005 by Superbrands International, a worldwide organisation operating in 44 countries, which promotes the discipline of brand management and pays tribute to exceptional brands. The Superbrand Award is considered to be the Oscars of Brand Management, and is the Global Benchmark of Brand Management.

Aditya chopra – vice chairman

If Hindi cinema is today singing new songs, the source music is ‘Dilwale Dulhania Le Jayenge’ (The Braveheart will take the Bride – 1995), the breakthrough directorial debut of Yash Chopra’s eldest son, Aditya Chopra. Known to the world by its acronym, DDLJ, it is still running theatrically - around 15 years and more than 750 weeks after it was originally released. It is now the longest running movie in Indian cinema history. And the age of the director when he directed DDLJ: a mere 23. 

Aditya Chopra was born in 1971 and became an avid film buff from his early childhood. And while his schooling in film started with viewing films, his college and university were his father Yash Chopra’s home productions. His own film career kicked off as an assistant to his father in ‘Chandni’(Moonlight – 1989), ‘Lamhe’ (Moments – 1991) and ‘Darr’ (Fear – 1993) followed quickly thereafter.

By the time he was 23, Aditya was ready to direct his first film, with the active encouragement of his father. Released on 20th October 1995, ‘Dilwale Dulhania Le Jayenge’ became not just one of the largest grossers in Indian film history ever but a landmark in Indian cinema. His singular touch was evident in every frame of the movie; and its freshness, wit, romance and chemistry between the lead pair – and the unique marriage of a hip modern sensibility married to a belief in Indian traditions won every heart over. DDLJ was truly an Aditya Chopra product in every sense. He was responsible for the story, screenplay and dialogue in addition to direction. He won every conceivable award for this film, including theNational Award the Best Film for providing Popular and Wholesome Entertainment.

The British Film Institute also commissioned a book on this record-breaking film, under the BFI Modern Classics series. This is the first Hindi film to be chosen in this series of critical studies of international films produced over the last three decades, reflecting the enormous impact this movie had on global Indian audiences. 

Aditya followed up the incredible success of DDLJ, by writing the screenplay and dialogues of ‘Dil To Pagal Hai’ (The Heart Is Crazy – 1997), directed by Yash Chopra. A sensitively written film on love and friendship, it was one of the most successful films of the year winning him India’s most respected award – the Filmfare Award, for ‘Best Dialogue’.

Aditya Chopra’s second film as a director, ‘Mohabbatein’ (Love Stories – 2000) was a worthy successor to his first film and was one of the top grossing films of the year. ‘Mohabbatein’ was shot later and was instrumental also in reviving the then dormant career of superstar Amitabh Bachchan.

In 2004, Aditya Chopra donned the mantle of producer and created ‘Hum Tum’ (U n I) and ‘Dhoom’ (Blast), both of which achieved critical and commercial success and were amongst the highest grossing Hindi films of the year. These movies also heralded the advent of movie marketing techniques and efforts little seen in India till then. That year, he also co-produced and wrote the story, screenplay & dialogues of ‘Veer-Zaara’ (Veer and Zaara) – directed by Yash Chopra and once again was the biggest grossing film of the year. It helped him garner more Filmfare Award glory, this time for ‘Best Story’ and ‘Best Dialogue’.

In 2005, Aditya Chopra’s creative and marketing magic were unleashed once again with ‘Bunty aur Babli’ (Bunty and Babli) and ‘Salaam Namaste’ (Greetings). Not only were they monster hits, the songs from these movies became raging hits and stayed on the charts for more than a year. Clearly, Yash Chopra’s magic touch with music had not passed his son by. The year culminated in the hip and contemporary ‘Neal ‘n’ Nikki’ (Neal and Nikki).

2006 saw the release of ‘Fanaa’ (Destroyed in Love). A different story, a unique star pairing, and the marketing magic of Yash Raj Films ensured that Fanaa toppled box office records in India and was a raging hit across the world.

‘Dhoom:2’ (Blast:2), the second release of 2006, became a trail-blazer and created havoc at the box-office. A sequel to the earlier bikers film, the gross collections of ‘Dhoom:2’ in India as well as overseas shattered records.

With ‘Kabul Express’ (2006), Aditya Chopra produced his first film for an international audience – a new vision for a new vista. This was the first foray into this segment of filmmaking, with many more to come. The critically acclaimed ‘Kabul Express’ was also screened at various International Film Festivals.

The 2007 releases include ‘Ta Ra Rum Pum’, ‘Jhoom Barabar Jhoom’ (Groovin’ On), ‘Chak De India’ (Go for it, India), ‘Laaga Chunari Mein Daag – Journey of a woman’ and ‘Aaja Nachle’ (Dance with me). ‘Chak De India’ was one of the most successful films of the year commercially and also won unprecedented critical acclaim and awards from all across the world.

The 2008 releases included ‘Tashan’ (Attitude), ‘Thoda Pyaar Thoda Magic’ (Little bit of Love, Little bit of Magic),‘Bachna Ae Haseeno’ (Caution Ladies! Love Ahead) and ‘Roadside Romeo’ – the first full length animated feature film co-produced by YRF along with Walt Disney Pictures, the world leaders in animation. 2008’s last release was Aditya Chopra's third directorial venture after eight years, ‘Rab Ne Bana Di Jodi’ (A Match Made in Heaven) has been the highest grossing film of all-time for both YRF and India’s superstar, Shahrukh Khan. 

1st January, 2010 marked the entry of “YRF Television”, spear-headed by Aditya Chopra, ushering a new wave of television viewing experience. The brand new line up of 5 new shows - "1 non-fiction” (Lift Kara De) and “4 fictions"(Mahi Way, Rishta.com, Powder & Seven) is daringly different, contemporary and in line with sensibilities of today's Indian family.

Uday chopra – director and actor

 

Yash Chopra’s younger son, Uday Chopra, started his film career by assisting Yash Chopra in the films ‘Lamhe’ (Moments – 1991), ‘Parampara’ (Tradition – 1993), ‘Darr’ (Fear – 1993) and ‘Dil To Pagal Hai’ (The Heart Is Crazy – 1997). 

He also assisted his elder brother Aditya Chopra in his debut film, ‘Dilwale Dulhania Le Jayenge’ (The Braveheart will take the Bride – 1995), which became one of the largest grossers in Indian film history. 

Uday Chopra made a very successful debut as an actor, under his elder brother’s direction in ‘Mohabbatein’ (Love Stories – 2000), which was one of the top grossing films of the year. 

He also played the lead in ‘Mere Yaar Ki Shaadi Hai’ (My Friend’s Wedding - 2002) and appeared in ‘Mujhse Dosti Karoge’ (Lets be friends – 2002). He has acted in films produced by other banners as well, like ‘Supari’ (Paid to Kill – 2003) and ‘Charas’ (Opium – 2004).Uday Chopra won the nation over in ‘Dhoom’ (Blast – 2004), which was one of the highest grossing Hindi films of the year. 

He indeed arrived as a lead actor in his own right with ‘Neal ‘n’ Nikki’ (Neal and Nikki – 2005). After the super success of ‘Dhoom’, its sequel ‘Dhoom:2’ (Blast:2 – 2006) also had a stellar performance by the youngest scion of the Chopra family. ‘Dhoom:2’ has become one of the biggest success stories of Indian Cinema. Uday also played the lead role in‘Pyaar Impossible’ (Love Impossible – 2010) which was also written and produced by him for YRF. 

Sanjeev kohli – Director and senior consultant

Sanjeev Kohli joined the Company as its first CEO in 2000. 

He has been in the Entertainment Business in a professional capacitysince 30 years. 

He did his MBA from IIM-Calcutta in 1979 after his B.Com from Sydenham College with first class honours from the Bombay University. 

Probably the first management graduate in the Entertainment Business, Sanjeev Kohli joined Polydor (now Universal) as its Artiste & Repertoire Manager, and in his 5 years with the firm, was responsible for the advent of the non-film music wave in 1979, with the launch of a host of new talent in different music fields. In 1984, he joined the leading music label at the time, HMV (EMI India) as its General Manager (A&R and Marketing) and went on to produce some of the most successful albums of India. He is credited with the discovery and success of major talents in various musical genres, including Ghazals, Pop, and Devotional repertoire.

Most of today’s top artistes began their careers under his auspices. 

He has had the privilege of producing albums for all musical legends including Lata Mangeshkar, Mohd. Rafi, Kishore Kumar, Asha Bhosle, Pt. Ravi Shankar, Bismillah Khan, Mehdi Hassan, Ghulam Ali, Zakir Hussain, Shiv Kumar Sharma, Hari Prasad Chaurasia and R.D.Burman. The first digital recording of India was produced by him with Jagjit Singh and Chitra Singh. 

His biggest asset as a producer of albums was the unusual blend of his

creative abilities with his managerial background in marketing. Infact the marketing of music was a concept originated by him.

His 16 year stint with HMV/EMI included a 3 year posting in London where he was responsible for the growth of the CD catalogue and global market. In this phase he was able to imbibe various facets of global management. 

He was also responsible for the phenomenal growth in asset turnover for the company with his intuitive products and their marketing, with a credit line as producer on all albums, which almost became a brand in itself.

Music was in his genes. He is the son of the celebrated composer, the late Madan Mohan, who passed away more than 30 years ago, and in fact Sanjeev Kohli’s major goal thereafter was to serve the cause of music in any way he could. 

He declined various offers to lead Entertainment and Music companies as he pursued his quest to work with like-minded people who made the Entertainment business a creative experience. 

In 1995, he joined Yash Chopra in the television business for a company, Metavision, which produced successful music-based shows for television channels as well as music videos and albums for music companies. The quest to find new musical talent continued. In 2000 when he joined YRF as CEO, he had 21 years of experience in various fields of entertainment and in various faculties. 

THE PROFESSIONALS

While Yash Chopra and Aditya Chopra contribute in totality to the creation of films and software, they participate in no small measure in the fast expanding business activities of their company.

The hands-on approach is complemented by a professional environment where the senior management is aided by a hand-picked team of professionals, each with a very enviable track record in his own sphere. While each of the professionals functions independently, the uniqueness of their performance comes from a sense of belonging to a Company that they are proud to be associated with.

VICE PRESIDENTS:

Distribution: Mr. Sahdev Ghei Home Entertainment & Music: Mr. Vijay Kumar Production: Mr. Aashish Singh International Operations: Mr. Avtar Panesar Marketing & Communications: Mr. Rafiq Gangjee YRF Studios & Business Development: Mr. Akshaye Widhani

LATEST MOVIE AWARDS

 

DIL BOLE HADIPPA (2009) 

 V.Shantaram Awards1. Best Actress - Rani Mukherjee

Anandalok Purashkar1. Best Actress (Critic’s Choice) - Rani Mukherjee

Ishq Magazine (Germany) Reader's Choice AwardFavourite Movie of 2009 

NEW YORK (2009) 

 Apsara Award

1. Best Sound - Anuj Mathur (YRF Studios)

V.Shantaram Awards1. Best Supporting Actor - Irrfan2. Best Story and Screenplay - Aditya Chopra and Sandeep Shrivastava

Anandalok Purashkar1. Popular Choice Actor Award - Neil Nitin Mukesh

Locations 2009 Award1. Most aesthetic representation of a foreign destination - New York (Yash Raj Films)

RAB NE BANA DI JODI (2008) 

 Filmfare Awards1. Best Playback Singer (Male) - Sukhwinder Singh (Haule Haule...)2. Best Scene of the Year - Aditya Chopra - Rab Ne Bana Di Jodi (awarded to the "Flower on the dining table" scene)

Apsara Awards1. Best Actor in a Leading Role - Shahrukh Khan2. Best Debut (Female) - Anushka Sharma3. Best Choreography - Shiamak Davar (Dance Pe Chance...)4. Best Lyrics - Jaideep Sahni (Tujh Mein Rab Dikhta Hai...)5. Best Playback Singer (Female) - Shreya Ghosal (Tujh Mein Rab Dikhta Hai...)

V.Shantaram Awards1. Best Debut (Female)- Anushka Sharma2. Best Choreography - Shiamak Davar3. Best Sound - Anuj Mathur (YRF Studios)

Aaj Tak Movie Awards1. Best Film - Yash Chopra & Aditya Chopra (Producers)2. Best Director - Aditya Chopra 3. Best Debutant - Anushka Sharma 

Okinawa International Movie Festival 2010 (Japan)“Grand Prix of Peace Category” Trophy

ROADSIDE ROMEO (2008) 

 National AwardBest Animation Film - Roadside Romeo

Screen AwardBest Animation Film - Roadside Romeo 

FICCI BAF (Best Animated Frames) AwardBest Animated Feature Film - Roadside Romeo

24 FPS Animation Awards1. Best Animation Film - Roadside Romeo2. Movers & Shakers - Yash Raj Films / YRF Studios 

Golden Cursor Animation Awards1. Best Animated Feature Film - Roadside Romeo2. Best Title Sequence - Roadside Romeo 3. Best Lyrics - Jaideep Sahni4. Best Music - Salim-Sulaiman5. Best Animation (Professional) - Roadside Romeo - Tata Elxsi

Cairo International Film Festival for Children 2010Special Children’s International Jury Prize for Animation Films

ASIFA IndiaSpecial Jury Mention in the Awards of Excellence Professional (more than 10 minutes) category

BACHNA AE HASEENO (2008) 

 Screen Awards1. Best Playback Singer (Male) - KK (Khuda Jaane...) 2. Best Playback Singer (Female) - Shilpa Rao (Khuda Jaane...) 3. Best Lyrics - Anvita Dutt Guptan (Khuda Jaane...) 

Li’l Star AwardMost Colorful Costumes - Aki Narula 

YRF STUDIOS

Yash Raj Films (YRF) has its own state-of-the-art, fully integrated Film Studio. This one-of-its-kind Studio houses three Sound Stages and is the only complete soundproof and air-conditioned Studio in India. The Audio Wing houses the most advanced audio and video recording and post-production facilities. 

The Studios are built to International Standards and have the right reverberation time with the lowest air-conditioning and environment noise. This has been achieved and designed by Studio Designer Mr. Martin Pilchner (of Pilchner Schoustal International Inc. USA), who has, among other projects, also designed post production facilities for various members of the Hollywood fraternity, including Steven Spielberg & M. Night Shyamalan. 

The talents & tools that are offered to the film industry and multimedia producers are the best and most updated. It is a winning combination of uniquely creative work environment with technical excellence and an award winning team of technicians. 

These Studio facilities, the biggest in India for indoor shootings, provide a vertically integrated array of complete services to an ever increasing broad range of professionals in the Entertainment Industry. 

This Studio is just another step towards the dream of consolidating YRF as the most complete Entertainment Conglomerate of India. 

PROFILE

YRF (Yash Raj Films) has recently opened a state-of-the-art, fully integrated Film Studio. This one-of-its-kind Studio houses three Sound Stages and is the only complete soundproof and air-conditioned Studio in India. The Audio Wing houses the most advanced audio recording and post-production facilities.

The Studios are built to International Standards and have the right reverberation time with the lowest air-conditioning and environment noise.  This has been achieved and designed by Studio Designer Mr. Martin Pilchner (of Pilchner Schoustal International Inc. USA), who has, among other projects, also designed post production facilities for various members of the Hollywood fraternity, including Steven Spielberg & M. Night Shyamalan.

The talents & tools that are offered to the film industry and multimedia producers are the best and most updated.  It is a winning combination of uniquely creative work environment with technical excellence and an award winning team of technicians. The Studio has a fully functional cafeteria & canteen that can cater to the needs of the entire production staff at reasonable rates.  The delicious meals prepared at the Studio are comparable to any ‘A’ grade restaurant in the city. The Studio also has a fully equipped gymnasium with the latest technology for artists and senior technicians.

Customer service, client comfort and satisfaction are key factors for the Studios.

These Studio facilities, the biggest in India for indoor shootings, provide a vertically integrated array of complete services to an ever increasing broad range of professionals in the Entertainment Industry.

This Studio is just another step towards the dream of consolidating YRF as the most complete Entertainment Conglomerate of India.

SOUND STAGES : THE ONLY SOUND PROOF AND AIR CONDITIONED STUDIO IN INDIA

SOUND STAGESWith the Indian film industry growing at a rapid pace, it is imperative that the right infrastructure is in place to be able to compete with the rest of the world.  The Studios have outstanding production related amenities supported by the best technology and professional expertise anywhere.  It has people, hardware and a working facility conducive to creativity.  Studio Operations and Stage Managers take care of everything from streamlining production, vehicle parking to assisting a client throughout production on the lot.

The Studio offers 3 Sound Stages fitted with electrical catwalks for state-of-the-art lighting grids.  The Stages have large elephant doors for loading access, ample power and high speed connectivity capability. These Stages are air-conditioned and sound proof, with self-levelled Mastek floor and single 360° background in white that can be painted according to the art director’s needs.  It has 21 make up rooms, with a 42” Plasma Television, DVD Player, a refrigerator, attached bathroom with provision for hot and cold water, a full size day bed, a direct dial telephone facility and high speed internet access.  Also provided are 3 large size air-conditioned make up and changing rooms for junior artists and dancers. Artists and senior technicians can also avail the two exotic lounges in the Studio.

With every Sound Stage, the Producer is also provided a Costume room and a Producer/Director room. This room is an on-site office and is equipped with high speed Internet, a Television, a DVD Player, a Conference table and an individual bathroom. There are Executive

dining rooms for the senior crew and actors to dine together.

SIZES OF SOUND STAGES

SIZES OF SOUND STAGESSTAGE 1: Dimensions: 150’ (length) x 90’ (width) x 29’ (height) Total Area: 13,500 Sq. Ft.Power provided: 350 KW.

STAGE 2: Dimensions: 120’ (length) x 80’ (width) x 25’ (height) Total Area: 9,600 Sq. Ft.Power provided: 250 KW.

STAGE 3: Dimensions: 120’ (length) x 70’ (width) x 25’ (height) Total Area: 8,400 Sq. Ft.Power provided: 250 KW.

AUDIO WING : THE MOST ADVANCED AUDIO AND VIDEO RECORDING AND POST PRODUCTION FACILITIES

AUDIO WINGThe Studios’ Audio Wing facilities provide a technical team culled from the best talents in the country. It indeed is a professional outfit with cutting edge technology.

In response to the increased demand for uncompromising quality and a spacious multipurpose sound studio facility, the Studios offers the following state-of-the-art recording facilities.

Recording Theatre 1This large Studio (50 feet x 45 feet) can accommodate an 80 piece Orchestra.  It has four ISO booths; a large 5.1 surround monitoring Control Room. Background scores can be done by viewing screens in the Studio and the Control Room.  48 track simultaneous recording on Pro Tools is possible.

Equipment Installed: AMS NEVE 88R 48 channels, 96 inputs with Encore Automation, Analogue Mixing Console with 5.1 surround Monitoring & Mixing with Prism A/D Converter feeding Pro Tools.

Recording Theatre 2This Studio can accommodate 24 musicians. Control Room with 5.1 monitoring with viewing screens in the Studio and the Control Room. Films, Background scores, Albums, Ad-commercials and jingles can be done in this Studio.

Equipment Installed: NEVE LIBRA MUSIC 24 Fader (4 layers) 96 inputs, Digital Console with Encore Automation and Pro Tools HD3 Accel 32 I/O.

FILM MIX THEATREA 6.1 monitoring Dolby Digital & DTS approved film mix theatre, equipped for Dolby Digital Mixing with the right ambience and high quality projection from DLP Projector & 35 mm Projector. This Theatre has a seating capacity of 116 seats for previewing films.

Equipment Installed: NEVE DFC II 40 Fader / 160 Channels Digital Mixing Console with Audio File, Pro Tools HD-3, 32 I/O, AKAI MO Disc Recorders, TASCAM DA98HR Hi-8 Recorders.

DUBBING SUITEThis uniquely designed Studio is for artists to dub dialogues while viewing the film on a large screen. Its spacious design enables easy and comfortable interaction between Directors and artists.

Equipment Installed:NEVE LIBRA Console with Audio File 16 Track Hard Disk Recorder.

FOLEY SUITEThis state-of-the-art Foley stage is designed for very quiet noise levels so that the softest sound can be recorded with pristine quality. This fully equipped Studio is perfect for creating & emulating sounds with props & different Foley floors.

Equipment Installed: NEVE LIBRA Console, Audio File 32 Track Hard Disk Recorder with 5.1 monitoring system.

TRACKING SUITEThis room facilitates compiling and assembling of ambience sounds, SFX checking, hard syncing of dialogues, cleaning the sound tracks or trying different EQ, Compressor to Sound Design before sending for final mix in the Mixing Theatre.  A video projector projects film on the screen.

Equipment Installed: Digidesign ICON D control integrated with Pro Tools and 5.1 monitoring system.

YRF TV HERALDS A NEW TELEVISION EXPERIENCE IN INDIA

January 1, 2010 marked the entry of YRF TV, a subsidiary of India's premier studio - Yash Raj Films Pvt. Ltd. on Sony Entertainment Television (now Multi Screen Media Private Limited) - India's leading television broadcaster.

The new offering from YRF TV is "distinct" in its look with fresh, contemporary and engaging storylines that reflect the dreams, aspirations & passion of today's young India and is attuned to deliver "a unique and novel television viewing experience". The brand new line up of 5 new shows - "1 non-fiction and 4 fictions" is daringly different, contemporary and in line with sensibilities of today's Indian family.

Commenting on the shows, Yash Chopra said, "YRF TV is an initiative to engage and entertain the entire family through content which combines high quality production values with contemporary story telling - characters, language and environment to which today's Indian family can relate. We are happy that Sony has shown the commitment to back the YRF TV content."

"The collaboration marks another milestone in the long standing relationship between the two companies. Yash Raj Films has been making feature films for almost four decades. Television is the biggest mass medium in India and this collaboration between Sony Entertainment Television and YRF will bring the very best in TV entertainment with high quality production values which will appeal to the entire family," said NP Singh, COO of Sony Entertainment Television.

Lift Kara De: 20 Weeks, 20 Super-Stars, Lives will Change

Mother of all reality shows on Indian television - 20 of India's Biggest Super-Stars will be on one platform. Each week will feature 1 Super-Star and their biggest fan and lives will change. Hosted by one of India's finest directors - Karan Johar, this "Unique, Indigenous" format will give hope and lift the spirits of the entire nation.

Mahi Way: First contemporary representation of a young girl on Indian television

Imaginative, unapologetic, creative, she wants everything in life... that's Mahi for you. A young 25 year old, she is positive, carefree and fun-loving. She has the same dreams and ambitions which any girl her age - a successful career, make a name for her-self and a prince charming who will walk in to her heart & life! Un-affected by doubters around her, Mahi is going all out to lead her life her way - Mahi Way!

2 young, good-looking, charming, and completely opposite personalities - Isha & Rohan, have formed a company to find you that perfect match. In today's India finding that perfect life-partner is not that easy, every person has a viewpoint, a unique requirement and vision of their soul-mate. Through all the quirky requirements, fun and emotional roller-coaster, whatever be the requirement, India will find its match on Rishta.Com. 

Powder: Coming of age of thrillers on Indian television

2 Men on 2 different sides of the law - take a fight all the way to the end. Set against the narcotic trade in the back-drop of today's Mumbai, this fast paced, high octane drama moves from murky by-lanes to glitzy high rises, from ordinary people to power players, from those who believe in might, to those in what's right. Gritty, realistic, contemporary - Powder is a thrilling experience like never before on Indian television.

Seven: India's first cutting edge special effects action-adventure show

Inspired by mythology, set in today's world, this special effect visual extravaganza will see 7 ordinary people from different parts of India with extra-ordinary powers fight the ultimate battle of Good v/s Evil, to fulfill an ancient prophecy and save the world. 

INTRODUCTION OF CORPORATE INDUSTRIES IN FILM INDUSTRY

MARKETING and publicity campaigns of bollywood films have come of age. As television promos and larger then life posters have become past Eg: Bollywood laps up the latest buzzword innovation. The audiences today have a limited attention span. A movie has to make an impact on the first day of release. So far that now a days film producer takes the help of corporate for promotion of their upcoming films.

Here is a list of corporate companies which had tie-ups with yash raj films for promoting films

Ruffle lays Times of IndiaBusiness today

Espn and star sports MotorolaMaazaMtvChannel-vAaj tak

Effects of corporate industry in film industry

The phenomenon of film advertising is helping to build brands and proving to be a revenue spinner for several ad agencies. Film placements are currently ranking between 500000 to 50 million for producers.

It change the face of film production.

It has made a big change in marketing industry.It has also made change in learning pattern for the student of IIMs

People started using the product or the brand that is being promoted in movies.

It has also helped the companies to increase the sales of his product.

It also helped film producer to reach to the common peoples house through this type of promotion.

If the company introduces its product for the first time in the market through the films it makes the marketing process easier for the company .

It also helps the film producer to earn more profit.

It also helps in promoting film outside the country.

It has also helped in emerging business of film placements.

It also helps the producer to raise money for marketing.

It also helps the company indirectly to increase the profit, which increases the price of the shares of the company due to which more people consume its product or brand.

MARKETING STRATEGIES OF YASH RAJ FILMS

GOOD PRODUCT + GREAT MARKETING = HIT FILMS

In todays dynamic entertainment environment movies are struggling to stay afloat and remain profitable. Challenges such as piracy, digital theft , competition, overlapping movie campaign, media fragmentation and audience saturation are forcing marketers to stretch their film budgets and make very dollar as effective as possible. With more and more entertainment options crowding peoples lives marketers must search for innovative ways to reach movie audiences.

YRF marketing team team has been acknowledged for its dynamism in creating a new wave in marketing of films. An integrated effort goes into the positioning of each film as a product for a target audience in a country as culturally diverse as India. In recent years, such marketing

efforts have yielded visible results in YRF movies receiving largest openings in the era of the multiplex boom that has gripped India.

The team has won awards and received accolades particularly for the marketing campaign of hum tum , bunty aur babli, dhoom 2.

MARKETING STRATEGIES THROUGH SONGS

Yrf also has its own music label – yrf music. Starting with its own feature films hum tum and dhoom, the cassettes and cds of these films were marketed and distributed through its overseas offices.

With yash chopras veer zaara the yrf music label was launched in India as a major contender in the music business. This classic album was released worldwide on the yrf music label and gave music lovers a much awaited bouquet of timeless melodies, apart from becoming the largest selling soundtrack of 2004.

Collectively the music of all three 2004 releases of yrf veer-zaara , dhoom and hum tum ruled on the top of all music charts all across the country for over 30 weeks in 2004.

This trend continued in 2005 with bunty and babli , salaam namaste and neal and nikki ruling the roost. Infact bunty aur babli was the highest selling music title of the year in India with the smash hit song kajra re topping music charts nationwide.

2006 biggest musical successes dhoom 2 and fanaa were also released on the yrf music label which has become one of the premium music labels for Indian music. Yrf music was the first to introduce the dvd audio format ( high resolution 5.1 surround sound ) in India with the music of dhoom:2 continuing with many other titles thereafter.2007 releases like chak de India, tara rum pum , jhoom barabar jhoom and aaja nachle among others, continued to be a part of all music charts as well as latest releases in 2008 , 2009 , 2010 continued to be a part of all music charts.

Apart from releasing soundtracks of the YRF blockbusters, YRF Music also selectively releases repertoire by established artists. It has released an album by Rabbi Shergill and has also released Remix albums of its own/other repertoire. 

A team of very experienced professionals supervise the Sales & Distribution operations in India, through a network of handpicked distributors. 

The Home Entertainment & Music Division operations are supervised from the Mumbai office with representation through offices in New Delhi, Kolkata, Chennai, Bangalore, Hyderabad, Chandigarh, Jalandhar, Ahmedabad, Jaipur and Noida. 

MARKETING STRATEGIES THROUGH DVDS AND CDS

With the growing popularity of home viewing of films through DVDs and VCDs, the YRF catalogue is the most popular. DVDs are released and marketed all over the world through the UK, USA and UAE offices. 'YRF Home Entertainment' has also launched DVD and VCD titles for the Indian market, through major stores across India and is the label most in demand. 

Additionally, YRF has acquired over a 100 titles of classic Indian films of banners like R.K. Films [the creations of Raj Kapoor] and B.R. Films [the creations of B.R.Chopra]. These are released under the ‘Forever Classics’ series of ‘Yash Raj Films Home Entertainment’. 

YRF Home Entertainment has also launched some unique song compilation DVDs covering a range of genres across new films as well as the evergreen classics. The label also selectively acquires films from outside banners and releases them on DVD / VCD formats. It also releases unique DVD sets and Special Collectors DVD Set Boxes available in attractive packaging and under innovative titles such as The Legend - Yash Chopra, The Legacy - Yash Chopra & Aditya Chopra, The King Khan - Shahrukh Khan, The Bachchans - Amitabh Bachchan & Abhishek Bachchan. 

New Blockbusters have also been released on DVD including Rab Ne Bana Di Jodi, New York, Chak De India, Ta Ra Rum Pum, Dhoom:2, Fanaa, Kabul Express, Bunty aur Babli, Salaam Namaste, Veer-Zaara, Black, Hum Tum, Dhoom, Kabhi Alvida Naa Kehna, Mangal Pandey – The Rising and Kaal. Other popular titles include Kal Ho Naa Ho, Koi… Mil Gaya, Dilwale Dulhania Le Jayenge, Mohabbatein, Dil To Pagal Hai, Saathiya, Kabhi Khushi Kabhie Gham and Kuch Kuch Hota Hai among others. Infact, “Dhoom” has been the highest selling DVD/VCD title of all times in India & “Chak De India” was also one the highest selling DVD/VCD titles of the year 2007. 

The hallmark of DVDs released by YRF Home Entertainment is the additional material – some freshly shot, some from archives, which gives a rare insight into the making of each film and the people behind it. 

MARKETING STRATEGIES THROUGH LOCATION

Nature uses only the longest threads to weave her patterns so that each small piece of her fabric reveals the organization of the entire tapestry.

When nature has a work to be done it creates a genius to do it.

Yash raj films have used different places, location or countries and cities in every film as a part of their film promotion. Some of the locations or countries used in movies by yash raj films are :-

Dilwale dulhania le jayege – Europe

Dhoom 2 – brazil

Hum tum – paris

Veer zaara – Pakistan

Salaam namaste – Australia

Fanaa – delhi Kashmir and Scotland

Bachna ae hasino – switzerland and Australia

5 P’s of films marketing

Product

It is time and again that we keep coming back to this the base for a well defined film marketing strategy starts with the film itself. A well researched script with a well woven screenplay is where the core of the film marketing strategy for the film should be invested. It is not about who sees the film only, it is also about catering to a definitive audience who watches your film in theatres and more often than not more than once. While other elements of marketing focus on attracting these audiences it is this aspect of marketing i.e the product that aims at satisfying these audiences.

Placements

With the first element satisfied we move on the element that makes the first element possible. It is true that an audience will be satisfied only when they are attracted to go into the theatres to watch the film. It is placements that accounts for attracting the audience into crowding the theatre. Placement as a term is used to describe the modus operandi of placing the communication and strategy of the film on to media and non media platforms available in the industry today. There is a complete

media mix that should be put into place usually 15 to 20 % of the production cost of the bollywood. But then there are films like lagan, boom, out of control, khel and others spent as much as 40 % of their production cost on marketing. But only lagan out of all these films became superhit.

Positioning

The entire media marketing and communication strategy of the film depends upon the positioning of the film. Positioning is that particular slot in the mind of the audience that the film positions it in. the kind of positioning has a lot to do how well defined you target audience is. The film by and large should appeal the sensibilities of all kinds of audience but prominently should be positioned for a well defined audience.

Promotion

Yash raj films has decided to relook at the way they had been under promoting their films over the last one year. Be it chak de India , laaga chunari main daag, aaja nachle, tashan , band baaja baarat , lafangey parindey, badmaash company , the production house never believed in pumping in mega bucks for the promotion of their films. Not that an additional spent of moolah would have got big audience for most of their recent flops but it would have certainly helped these films walk an extra distance. in recent times yash raj films has not worked out in box office lanfangey parindey , badmaash company both flopped.

Public relations

Besides the advertising and promotions of the film there should be a strategic focus on public relations for the film both media and non media public relations play an important role in the success of the film

FAILURE OF YASH RAJ FILMS IN 2010

Dunno how much of that is true, but if Yash Chopra does not reprimand his son Aditya Chopra, the audience certainly will. Yash Raj films who has had an illustrious tradition of making some of the most successful movies have bitten dust since the last two years.

Of late, YashRaj movies have been “all style, no substance”. Tashan is the biggestflop of the year 2008. Last year too Yash Raj had made dismal movies like Lagaa Chunari Mein Daag, Aaja Nachle, Jhoom Barabar Jhoom and Tara Rum Pum.Tashan has not only suffered at the hands of the people and critics, but due to the breakdown of negotiations, the movie did not even release in multiplexes.

The real reason for the poor show of Yash Raj films, barring a Hum Tum and a Chak De India, is lack of good content. Even Dhoom 2 inspite of being succesful had poor content. Aditya Chopra may have thought style usually wins, but then everyday is no Sunday. It certainly did not work for Tashan. Aditya Chopra is also responsible for giving a raw deal to Saif Ali Khan in Tashan. He is a superstar now with a legion of fans and to reduce him to caricature in the second half of Tashan, is criminal.

It would be better if Aditya’s veteran dad Yash Chopra steps in and does some damage control. It is believed that he will personaly supervise scriptsand make sure quality is not compromised.  But this time Yash Chopra will not take a casual attitude and let his son run the show. Even Subash Ghai,the showman has taken an intelligent decision and is making low budget quality movies like Iqbal and Black and White. Grandeur is fine, but no amount of style and packaging can be good if the quality is bad.

YASH-RAJ Shows Flops;SONY TV FallsEarlier this year Sony Entertainment Television pulled out all the stops to promote its exclusive offerings of Yash Raj TV shows on the channel.Months later, the channel has decided to scrap the five shows produced by the Bollywood giant after poor ratings. sony tv will axe 5 shows, 'Lift Kara De' hosted by Karan Johar, fictions - 'Mahi Way', 'Powder', 'Seven' and 'Risha.com', because they have unable to pass the 1.5 TVR figure.Due to this, the channel has had to reduce its advertising spot rate in India from Rs 30,000, down from Rs 60,000 (for a 10-second commercial). According to industry sources, prime time shows on Colors command Rs 70,000 to Rs 80,000 for the same duration, while STAR Plus and ZEE TV fetches Rs 40,000 to Rs 50,000 and NDTV Imagine gets Rs 10,000 to Rs 15,000.in july it will be stopped