Recently I took out some time to watch a movie which has been making it to the headlines in the #entertainmentindustry for quite some time. #Amar Singh Chamkila, a movie based on one of the most famous singers in #Punjab. The popularity he had would have surely made him quite big in the entire country that I am sure of. 'Chamkila', a stage name which Dhanni Ram at the age of approximately 18 years got because of a silly mistake of an #event organiser made him brighten the entire music industry for years to come and which could literally not be replicated till now.
Although, my reason for watching the movie on Netflix was that the movie and its music are being directed by my favourites, Imtiaz & AR Rahman with Mohit Chauhan giving his vocals in 2 songs. Not to forget Diljit Dosanjh who is reprising the role exactly after an year he did Jodi (Punjabi movie based on the singer). But, after watching the movie and knowing about the Amar Singh Chamkila, it clicked to me that apart from being a star singer, he was a ‘star marketer’.
Doing a management course from a premier institute like Indian Institute of Management Ahmedabad makes you weigh everything on the same scale and that is why I have tried to bring out some similarities on how good a #marketing could help the singer achieve such huge success.
Serving the Audience: Very early in his life, Chamkila understood that knowing your audience is like tuning your instrument perfectly before a performance. Just like every note matter, so does every customer preference. His dedication to serving his audience was also unmatched. He knew how to truly connect with his listeners and delve deep into their hearts and minds. Chamkila’s songs weren't just melodies; they were the echoes of his audience's experiences, joys, and struggles. Whether it's addressing societal issues or celebrating love, each song he made was reflection of his audience’s world. He prioritized their preferences above his personal comfort or safety, often risking controversy to stay true to his artistic vision and connect with his listeners.
Market Research: Chamkila was a keen observer of the #society he lived in. For him, the magic happened when he was able to bridge the gap between #creativity and comprehension. It was about speaking audience’s language, touching their emotions, and leaving a lasting impact. Just like a pleasant melody, a business thrives when it harmonizes with its customers' desires.
Brand Loyalty: Through his music, Chamkila could build a loyal fan base. His fans weren't just passive listeners; they were advocates who promoted his music within their communities, contributing to his widespread popularity. Much of his success could be attributed to word-of-mouth marketing, where satisfied fans enthusiastically shared his music with others, creating a ripple effect of growth. It has been narrated in the movie that there was a time when records (cassettes) of Chamkila’s songs used to be transferred from one party venue to another and that no party was success without his songs.
Authenticity and Boldness: Chamkila's marketing strategy was rooted in authenticity. He never used to shy away from addressing taboo topics or taking a stand on controversial issues. This fearless approach set him apart and made his music more compelling to his audience.
Emotional Connection: Chamkila's ability to build an emotional connection with his audience was remarkable. His songs were often nostalgic, inducing memories and feelings that resonated deeply with his audience.
(Disclaimer: This is not a review of the movie and the views/thoughts presented here are personal and in no way intend harming anybody.)
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