MOBILE THEATRE IN ASSAM (ভ্ৰাম্যমাণ থিয়েটাৰ)

Mobile Theatre is a form of popular theatre exclusive to Assam. Unlike Street plays, Mobile Theatre groups travel from place to place with their cast, singers, musicians, directors, action artists, make-up artists, workers, producers, dancers and crew, often carrying tents and seating with them.These theatre troops travel across the state, performing their plays and what makes them unique is that they carry all the necessary equipment with them. ranging from musical instruments to props. Mobile theatre is one of the most widespread forms of entertainment in Assam.

In the vibrant landscape of Assam's culture evolution, the inception of mobile theatre can be traced back to the illustrious Kohinoor Opera. founded by Natyacharya Brajanath Sarma, in 1930. Kohinoor Opera performed dramas, attracting thousands of spectators, from Dhubri to Sadiya and etched the allure of mobile theatre into the heart of assam.

In the vibrant landscape of Assam's culture evolution,the inception of mobile theatre can be, traced back to the illustrious Kohinoor Opera. founded by Natyacharya Brajanath Sarma, in 1930. Kohinoor Opera performed dramas, attracting thousands of spectators, from Dhubri to Sadiya and etched the allure of mobile theatre into the heart of assam.

A pivotal moment arrived in 2 October 1963, when Achyut Lahkar, fondly hailed as the father of Mobile Theatre, introduced the very first mobile theatre play in Pathsala. At the helm of the Pathsala-based Nataraj Cine Theatre, Lahkar printed his name in the annals of theatrical innovation. His creations, including Bhogjora, Tikendrajit, Black Money, and Beula, Lahkar took Mobile Theatres to Bihar, West Bengal and Uttar Pradesh. They collaborated with artists from multiple states. An industry with an annual turnover of around 100 million, the Mobile Theatre of Assam provides a source of entertainment that has progressively upgraded its stature.

The term mobile theatre was not used previously. It is known that renowned Assamese social worker Radha Govinda Barua first used this term in the remark book of Suradevi theatre to refer to this particular type of theatre after seeing the performance in Latasil field in Guwahati. It was in 1969. Since then it has been named Mobile Theatre. Since 1963 almost two hundred mobile theatre groups have been entertaining the Assamese audience. It is noteworthy that there is no other theatre party in the world like Assamese Mobile Theatre. It has given Assamese culture a unique.

The Mobile Theatre of Assam has things in common with traditional act plays from all over India, however Mobile Theatre is more advanced technically and evolved from mythological stories, to contemporary themes. The self-contained nature of Mobile Theatre allows performances in small villages without their own performance spaces, which was particularly important in villages without electricity for television.There are over 60 mobile theatre groups in Assam, most of them based in Pathsala.In mid-September, after two months of rehearsals, the groups begin their seven-month tour in Assam.

While talking about the uniqueness of Assam, Dr Bhupen Hazarika once said that mobile theatre is the identity of the state of Assam. But, in recent years, the industry is found to be suffering from so many issues that its survival is also under question. In such a situation, the concerned intellectuals of Assam should go for constructive feedback and recommendation so that the industry can be brought back to the real track. In this process, the government should play an active role and should support to empower the industry both financially and culturally.

 

Author

Chandasmita Kashyap  

1st semester,

Department of communication and Journalism, Gauhati University,

Exploring the Universal Language of Music

Music, with its rhythmic cadence and melodic tapestry, transcends cultural divides, connecting hearts across continents. In this blog, we delve into the transformative power of music, examining its universal language, cultural influences, and its ability to evoke emotions that resonate across the spectrum of human experience. 

The Universal Language of Music: Explore the idea that music is a universal language that speaks to people irrespective of their background, language, or geographical location. Discuss how music has the power to convey emotions and messages that transcend linguistic barriers. Cultural Influence on Musical

Expression: Examine how different cultures contribute to the rich tapestry of musical genres. Highlight the diversity of musical expressions worldwide, from traditional folk tunes to contemporary global fusions, showcasing the influence of cultural nuances on musical creativity. 

Music as a Time Capsule: Discuss how music serves as a time capsule, preserving and reflecting the cultural, social, and political landscapes of different eras. Explore iconic songs or genres that have become synonymous with specific moments in history. 

The Healing Power of Music: Explore the therapeutic effects of music on mental and emotional well-being. Share stories and studies that demonstrate how music has the ability to soothe, inspire, and uplift individuals, making it a powerful tool for healing. 

Innovation and Fusion in Music: Highlight the role of innovation and fusion in the evolution of musical genres. Discuss how artists blend diverse influences, creating new and exciting sounds that push the boundaries of traditional genres. Music and Identity: Examine how individuals and communities use music to express their identity. Discuss the role of music in shaping cultural pride, fostering a sense of belonging, and preserving heritage through generations. Technology's Impact on Music Consumption: Explore the influence of technology on the way we consume and create music. Discuss the democratisation of music production, the rise of streaming services, and how technology has transformed the music industry landscape.

In a world where differences often seem insurmountable, music stands as a testament to our shared humanity. It is a language that unites, transcending boundaries, and weaving a harmonious narrative that resonates with the collective heartbeat of humanity. Through exploring the universal language of music, we discover not only the richness of diverse cultures but also the profound connections that bind us all.

Author 

Lakhya Pratim Bharadwaj

1st Semester M.A

Dept. Of Communication and Journalism

Gauhati University

MOVIE REVIEW: OMG 2

"Oh My God 2" delivers a compelling cinematic experience that stands out as one of Akshay Kumar's best performances in a while. Kumar deserves credit for his bold choice in backing a script that breaks from the norm, considering the challenges his previous ventures faced. The film not only meets but exceeds expectations, successfully building on the legacy of the first instalment.

Amit Rai, both writer and director, deserves applause for steering the film in the right direction. Despite Akshay Kumar's limited screen time, his presence leaves a lasting impact. Pankaj Tripathi and Yami Gautam shine in their roles, along with the supporting cast, contributing to a well-rounded ensemble.

The music complements the narrative seamlessly, and the screenplay maintains a crisp pace, preventing any dull moments. The movie's concept and execution merit praise, tackling the important and often overlooked topic of sex education in schools. "Oh My God 2" not only entertains but also delivers essential messages to the audience. A love and support of one father to his son was shown in the movie . To give justice to his son he fought a court case and points out issues regarding pornography, rape , drugs, and the importance of sex education.

In a nutshell, the film scores high across various aspects, earning a well-deserved 5/5 rating for its refreshing take, impactful performances, and the successful blend of entertainment with societal relevance.

Author 

Munmee Roy

1st Semester M.A

Dept. of Communication and Journalism

Gauhati University

Aspire Assam Empowers Aspirants: A Remarkable Journey of Success and Community Impact

  

At Aspire Assam, our commitment to transforming aspirations into achievements has once again manifested in a resounding success story. With more than 50 aspirants cracking various government exams and securing coveted positions, our ed-tech platform stands as a beacon of excellence in the realm of competitive exam coaching.

Recently, we undertook a noble initiative in the heart of Assam – a 30-day free coaching program for the upcoming "ADRE Grade 3 & Grade 4" exams at the Panery constituency. This initiative was made possible under the esteemed patronage of the Hon'ble Speaker of Assam Legislative Assembly, Sri Biswajit Daimary. The program witnessed an overwhelming participation of over 1500 students, turning it into a roaring success and a testament to our commitment to democratizing quality education.

The free coaching program aimed at providing a level playing field for aspirants from diverse backgrounds. Aspire Assam believes in creating opportunities for every student, regardless of socio-economic constraints. The program covered a comprehensive curriculum, meticulously designed by our expert educators, ensuring that the participants were well-equipped to tackle the challenges of the ADRE.

The support and guidance of Hon'ble Speaker Sri Biswajit Daimary added immense value to the initiative. His vision for empowering the youth through education aligns seamlessly with Aspire Assam's mission. His presence not only inspired the students but also underscored the significance of collaborative efforts in the pursuit of educational excellence.

The success of the Panery program has fueled our enthusiasm, and we are thrilled to announce the upcoming launch of the "APSC Foundation Course." This course is poised to be a game-changer for aspirants preparing for the Assam Public Service Commission (APSC) exams. Our experienced faculty, coupled with cutting-edge teaching methodologies, aims to provide a solid foundation for students aspiring to excel in APSC exams.

Aspire Assam's journey is not just about academic achievements; it's about making a positive impact on communities. We understand that education is a powerful tool for social change, and our initiatives reflect our commitment to this belief. The success of our students goes beyond their individual accomplishments; it contributes to the overall development of the region.

In conclusion, Aspire Assam is not just an ed-tech platform; it is a catalyst for change, a facilitator of dreams, and a bridge to a brighter future. We extend our gratitude to Hon'ble Speaker Sri Biswajit Daimary for his invaluable support and commend the determination of the students who participated in the Panery program. As we gear up to launch the APSC Foundation Course, we invite aspiring candidates to join us on this transformative journey towards success.

At Aspire Assam, we don't just teach; we empower dreams. Join us, and together, let's script success stories that resonate far beyond the realms of examination halls – let's shape the future of Assam.

Bhupen Hazarika: The PR Virtuoso - Crafting Narratives Through Music and Words"

Introduction:

Bhupen Hazarika, celebrated as a musical icon, was not only a maestro in the realm of music but also an unsung PR specialist who wielded the power of words and melodies to shape narratives. In this blog, we unravel the lesser-known facet of Hazarika's brilliance as a communicator, exploring how his writings and songs served as powerful tools in the art of public relations.

Body:

1.  Masterful Storytelling in Lyrics:

   Hazarika's songs were not merely musical compositions; they were intricate stories that resonated with the masses. Through his evocative lyrics, he became a storyteller, connecting emotionally with his audience and subtly influencing perceptions. His ability to craft narratives in songs made him a PR virtuoso.

2.  Social and Cultural Commentary:

   Beyond entertainment, Hazarika used his music as a medium for social and cultural commentary. Songs like "Bistirno Parore" and "Moi Eti Jajabor" were not just melodious tunes but reflections on societal issues, showcasing his prowess in addressing relevant topics through his art.

3.  Advocacy Through Words:

   Hazarika's writings went hand in hand with his musical endeavors. His articles and essays delved into the socio-political landscape, advocating for justice, inclusivity, and cultural preservation. His pen became a powerful PR tool, influencing public opinion and fostering a sense of collective consciousness.

4.  Cultural Diplomacy:

   As a cultural ambassador, Hazarika's songs served as diplomatic bridges, transcending linguistic and cultural barriers. His ability to communicate diverse stories through his music played a crucial role in promoting cultural understanding and fostering a sense of unity.

5.  Celebration of Diversity:

   Hazarika's work celebrated the diversity of India. Through his songs in various languages, he showcased the richness of regional cultures, fostering a sense of pride and unity among audiences across the nation. This celebration of diversity became a cornerstone in his PR strategy.

6.  Legacy of Unity and Harmony:

   Hazarika's PR legacy lies in his contribution to fostering unity and harmony. His songs and writings continue to be timeless ambassadors, promoting messages of love, peace, and understanding. The enduring impact of his work reflects a masterful PR approach that transcends traditional boundaries.

Conclusion:

Bhupen Hazarika's fusion of music and public relations exemplifies a unique synergy, especially considering the era in which he thrived, where the concept of PR was less defined. In an age devoid of modern PR frameworks, Hazarika intuitively mastered the art of connecting through narratives. His ability to bridge cultural gaps and address societal issues laid the groundwork for a PR approach that transcended its contemporary understanding. Hazarika's legacy, as both an artist and a PR virtuoso, serves as a timeless guide in an evolving landscape, illustrating the enduring power of authentic storytelling in shaping public perceptions and fostering unity. Bhupen Hazarika's dual role as a musical genius and PR specialist is a testament to the profound impact of art on shaping narratives. Through his songs and writings, he not only entertained but also enlightened, leaving behind a legacy that echoes the essence of effective public relations – the ability to connect, communicate, and inspire.

Priyalakshmi Gautam

3rd Semester 

Pull Marketing also a PR Strategy: Sharing my Experience

Traditionally, PR has been associated with push tactics, where messages are disseminated to a wide audience. However, pull marketing takes a different approach by attracting and engaging audiences who are already interested and seeking information. Pull marketing involves creating valuable content that draws individuals towards a brand or organization naturally. Unlike traditional methods, pull marketing relies on building a strong online presence, providing quality information, and establishing credibility. In the context of PR, this strategy emphasizes creating content that resonates with the target audience, encouraging them to actively seek out more information.

 Pull marketing fosters authentic engagement as it targets an audience genuinely interested in the content. This builds trust and establishes a more meaningful connection.It helps in organic growth and develops audience interest.

My experience as a Content Creator in Assam Career Hub

My experience at Assam Career Hub, a multimedia institute in Assam, highlights the effectiveness of pull marketing as a strategy of PR.I worked as a content creator at Assam Career Hub where i basically focus on pull marketing strategy which turn to be a good public relations tool for me as well as the organisation. Though the primary objective of the organisation is to foster knowledge in the field of  digital marketing, video editing, graphic designing and motion graphics to each various batches of students.Through various social media handles, I witnessed firsthand the impact of aligning PR efforts with pull marketing strategies.

Our approach involved creating high-quality and informative content tailored to the interests of our target audience—students and professionals seeking multimedia skills. Informative Reels,New Social Media updates and tutorials are used to attract viewership and gather more reach from the institution. 

      Utilizing various social media tactics, we engaged with our audience through platforms such as Instagram, Facebook,etc.By sharing bite-sized tips, showcasing student projects, and staying abreast of industry trends, we fostered a community that actively participated in discussions and shared our content. 

      The success of our pull marketing strategy was evident in growing our social media followers, and most importantly, a surge in enrollment inquiries. By aligning our PR efforts with pull marketing, we not only reached a targeted audience but also nurtured a community that remained engaged over time.

      In conclusion, pull marketing is an invaluable strategy in the evolving landscape of Public Relations. By creating content that attracts and engages a specific audience, organizations can establish authenticity, foster long-term relationships, and achieve cost-effective results. My experience at Assam Career Hub serves as a testament to the effectiveness of integrating pull marketing into PR practices, showcasing how a strategic approach can yield meaningful and sustainable outcomes.

To know more about the post of Assam Career Hub,

Please visit the Instagram Handle : https://instagram.com/ach_ghy?igshid=NzZlODBkYWE4Ng==

Spaini Barman

3rd Semester 

Department of Communication and Journalism, Gauhati University 

Empowering Women in Assam: PR Campaigns Driving Social Change"*

Empowering women in Assam is an important step towards achieving social change and gender equality. Public relations (PR) campaigns can play a significant role in driving this change by raising awareness, challenging societal norms, and advocating for women's rights and opportunities.

1. Creating Awareness: PR campaigns can bring attention to the challenges and issues faced by women in Assam. By utilizing various communication channels such as media, social media, and community engagement, these campaigns can shed light on issues such as gender-based violence, unequal access to education and healthcare, economic inequities, and limited opportunities for women in traditionally male-dominated sectors.

2. Challenging Societal Norms: PR campaigns can challenge outdated and discriminatory norms that restrict women's roles and limit their potential. By showcasing successful and empowered women in different fields, these campaigns can inspire other women and challenge traditional mindsets that believe women should conform to specific gender roles. This can gradually shift societal perceptions and create a more inclusive environment that recognizes and values women's contributions.

3. Advocating for Women's Rights: PR campaigns can advocate for policies and regulations that protect and promote women's rights in Assam. These campaigns can engage with policymakers, government agencies, and influential stakeholders to lobby for gender-inclusive policies, laws against discrimination, and initiatives that prioritize women's safety, education, healthcare, and economic empowerment. By amplifying the voices of women and the importance of their rights, PR initiatives can bring about meaningful change.

4. Promoting Education and Skill Development: PR campaigns can focus on promoting education and skill development opportunities specifically tailored for women in Assam. These campaigns can highlight the importance of education, vocational training, and entrepreneurship for women's economic independence and empowerment. By partnering with educational institutions, NGOs, and governmental organizations, PR campaigns can disseminate information about scholarships, training programs, and mentorship opportunities that can help women acquire skills and build successful careers.

5. Collaborating with Local Communities: PR campaigns can collaborate with local communities, women's groups, and grassroots organizations to truly understand the challenges faced by women in Assam and develop tailored initiatives. By involving community leaders and influencers, these campaigns can ensure that their messages are culturally sensitive, resonate with local values, and promote community ownership of the movement towards women's empowerment.

6. Engaging Men as Allies: PR campaigns can actively involve men as allies in the movement for women's empowerment. By highlighting positive male role models who champion gender equality, these campaigns can encourage men to challenge harmful stereotypes and promote gender-sensitive attitudes. Engaging men in discussions and initiatives that address gender-based violence, equal opportunities, and shared responsibilities can help break down barriers and create a more supportive environment for women in Assam.

7. Celebrating Women's Achievements: PR campaigns can celebrate the achievements of women in Assam across various domains, including politics, sports, arts, and entrepreneurship. By recognizing and amplifying their accomplishments, these campaigns can inspire other women and foster a sense of pride and motivation within the community. By highlighting the success stories of women who have overcome obstacles and thrived, PR campaigns can challenge the limiting narratives surrounding women's capabilities and redefine societal expectations.

8. Encouraging Financial Independence: PR campaigns can emphasize the importance of financial independence for women in Assam. By promoting entrepreneurship, access to microfinance, and vocational training, these campaigns can empower women to become economically self-reliant. PR initiatives can also highlight success stories of women who have established businesses, created employment opportunities, and contributed to the economic growth of their communities. This can encourage other women to pursue their entrepreneurial aspirations and promote economic equality.

9. Promoting Health and Well-being: PR campaigns can focus on raising awareness about women's health issues and promoting access to quality healthcare services. These campaigns can educate women about preventive measures, reproductive health, and the importance of regular check-ups. Additionally, PR initiatives can advocate for comprehensive healthcare policies that address the specific needs of women, including reproductive rights, maternal health, and mental health support. By prioritizing women's health, these campaigns can contribute to their overall well-being and empowerment.

10. Long-Term Engagement and Evaluation: PR campaigns on women's empowerment in Assam should not be one-off initiatives but rather part of sustained efforts. It is important to continuously engage with the community, assess the impact of the campaigns, and refine strategies accordingly. Regular evaluation helps ensure that the messages are reaching the target audience, effectiveness is measured, and necessary adjustments are made to maximize impact. This ongoing engagement and evaluation can lead to more effective and informed PR campaigns, ultimately driving long-term social change and empowerment for women in Assam.

Some examples of PR campaign for women empowerment :-

1.Assam Women's Empowerment Expo:-

Organize an expo showcasing products made by women entrepreneurs from Assam, highlighting their skills in traditional crafts, handloom, and other industries.

Implement a media campaign to promote the expo, emphasizing the economic empowerment of women through their participation.

2. Skill Development Workshops in Rural Assam:-

Conduct skill development workshops in rural areas, focusing on training women in areas like agriculture, handicrafts, and small-scale entrepreneurship.

Highlight success stories of women who have benefitted from these workshops through press releases and social media.

3. Women in Leadership Summit:-

Host a summit featuring successful women leaders from various fields in Assam, sharing their journeys and insights.

Use social media, press conferences, and interviews to amplify the voices of these leaders and inspire other women to pursue leadership roles.

4. Digital Literacy Drive for Rural Women:-

Launch a campaign to enhance digital literacy among women in remote areas of Assam, providing training on basic digital skills and online entrepreneurship.

Share stories of women who have transformed their lives through improved digital literacy in local newspapers and community radio stations.

   In conclusion, PR campaigns have the potential to create a significant impact by driving social change and empowering women in Assam. By raising awareness, challenging norms, advocating for rights, promoting education and skills, collaborating with communities, engaging men as allies, celebrating achievements, encouraging financial independence, promoting health and well-being, and incorporating long-term engagement and evaluation, these campaigns can contribute to a more inclusive and equal society for women in Assam.

Hritwij Thakur

3rd Semester 

Gaurav Taneja: Empowering Businesses as an Influential PR Assets

In the dynamic world of digital influence, companies are constantly seeking innovative ways to enhance their public relations strategies.A notable force in this arena is Gaurav Taneja, also known as Flying beast, is a substantial online following and devoted fan community, has become a significant presence in both social media and aviation.

The Rise of Gaurav Taneja

Gaurav Taneja, a former pilot turned content creator, has successfully carved a niche for himself in the digital space. Known for his insightful vlogs, fitness routines, and candid commentary on aviation, Taneja has amassed a substantial following on platforms like YouTube and Instagram. His authenticity and relatability make him a trusted figure among his audience.

Tapping into Taneja's Reach

Incorporating Gaurav Taneja into any company's PR strategy can yield several advantages.Taneja's genuine approach to content creation makes him a credible source of recommendations. Leveraging his authenticity for endorsing products or services can establish trust with the audience.Taneja's content often resonates with a diverse audience, ranging from fitness enthusiasts to aviation.

He actively engages with his audience through comments, Q&A sessions, and live streams. Collaborating with him can provide a unique opportunity for direct interaction with potential customers.His storytelling skills extend beyond aviation, creating an opportunity for companies to integrate their brand narratives seamlessly into his content. 

Collaborating Strategically

When considering Gaurav Taneja as a PR tool, it's essential to approach collaborations strategically.

Authenticity is key, and a mismatch in values can lead to a lack of credibility.So he ensure that a company's values align with his personal brand. 

Craft content that fits seamlessly into Taneja's existing themes. This ensures a natural integration that resonates with his audience while promoting your brand effectively. Also it can be seen that long-term partnerships with him allow for a more genuine connection with the audience and reinforce brand associations.

He manages his public relations by engaging with his audience through various methods. This includes hosting giveaway contests, arranging meetups, visiting educational institutions upon invitation, and showcasing received gifts to his viewers.He also responses to the messages, comments and stories uploaded by his fans on social media platforms. These activities contribute to enhancing his public relations. Additionally, his family, including his wife Ritu Rathe, who is also a pilot, supports him and collaborates with different brands for advertisements.

In conclusion, Gaurav Taneja's influence in the digital space presents a valuable opportunity for companies to enhance their PR efforts. By aligning with his brand and utilizing his influence, brands and companies can access a varied and involved audience, ultimately boosting brand recognition and cultivating trust in the era of digital communication.

Ruchira Seal

 3rd sem

Department of communication and journalism, 

Gauhati University

Art of Controversy: How Negative Public Relations Drives Success in the Indian FiIm

 

In the dynamic realm of the Indian film industry, the power of negative publicity has proven to be a double-edged sword, capable of cutting through the clutter and propelling movies to box office success while simultaneously thrusting celebrities into the limelight. This strategic use of controversy has become an art form, carefully orchestrated to generate buzz and intrigue among audiences. 

Unconventional Marketing Tactics: 

Unlike traditional marketing methods, negative public relations in the film industry involves stirring up controversies or deliberately creating a buzz around a film by generating negative news coverage. Filmmakers and producers recognize that, in an era dominated by social media and instantaneous news sharing, any publicity can be good publicity.The director of 'Animal' (2023) intentionally sparked controversy by making provocative statements in interviews, engaging in social media feuds, and releasing polarizing behind-the-scenes footage, effectively using negative publicity to draw attention to the film. This unconventional approach not only intrigued the audience but also contributed to the show's immense popularity upon release.

Scandal Sells:

 

One prevalent strategy is to strategically leak controversial information or engage in provocative promotional activities before a film's release. By doing so, filmmakers manage to create anticipation and curiosity among the audience, ensuring that the movie becomes a talking point even before its premiere. The controversial portrayal of the protagonist's toxic behavior in "Kabir Singh" stirred debates and discussions. Despite facing criticism for romanticizing problematic traits, the film garnered massive attention and emerged as a box office hit, showcasing how scandalous elements can amplify public interest. On the other hand, the depiction of the fictional Tamil rebel group in "The Family Man" Season 2 sparked controversies and accusations of portraying a particular community negatively. This controversy, though contentious, fueled discussions and significantly boosted the show's visibility and viewership.

Celebrity Feuds and Catfights: 

Another tactic involves orchestrating celebrity feuds or catfights, carefully choreographed to play out in the public eye. These disputes, whether real or staged, capture the audience's attention and add an extra layer of drama to the film's narrative, blurring the lines between fiction and reality. Kangana Ranaut's public feud with several Bollywood personalities, especially on social media, has consistently kept her in the headlines. This ongoing controversy has not only fueled her personal brand but has also become a strategic part of her public relations, garnering attention for her projects. The unexpected and highly publicized patch-up of Shah Rukh Khan and Salman Khan during an Iftar party not only mended personal relations but also generated immense media coverage, demonstrating how even conflicts can be turned into positive publicity.

Box Office Impact

The Indian film industry has witnessed numerous instances where movies, initially marred by controversies, went on to achieve unprecedented success at the box office. The controversy serves as a catalyst, driving curious viewers to theaters to witness what the fuss is all about. In some cases, controversy transforms into a form of unconventional marketing that, paradoxically, contributes to the film's commercial triumph. The pre-release hype around the question "Why did Katappa kill Bahubali?" created a buzz that continued even after the film's release. This marketing strategy significantly contributed to the massive success of the "Bahubali" series at the box office. 

Celebrities Riding the Controversy Wave

For celebrities, being embroiled in controversy often translates to increased visibility and heightened stardom. The buzz generated by controversies becomes a stepping stone to new opportunities, both within and outside the film industry. Rakhi Sawant, known for her outspoken and controversial statements, consistently uses controversies to stay relevant. Her presence in reality shows and social media antics keeps her in the public eye, showcasing how riding the controversy wave can sustain a celebrity's visibility. Also, Kangana Ranaut's bold and controversial statements on social and political issues have sparked debates and discussions, keeping her in the headlines. While divisive, these instances have become integral to her public image and have not hindered her popularity.

Balancing Act:

While the use of negative public relations can lead to immense success, it comes with inherent risks. Mismanagement of controversies can backfire, ruining a celebrity's or a film's image irreparably. PK(2014) tackled sensitive religious topics, leading to debates and controversies. However, Aamir Khan's careful handling of the situation, including open discussions and clarifications, showcased a balancing act between creative expression and sensitivity. The film went on to become a massive success. Deepika Padukone's film "Chhapaak" dealt with an emotional subject, but controversy arose around her visit to JNU during protests. Deepika managed the situation by maintaining focus on the film's message while addressing concerns, highlighting the delicate balance celebrities must strike in navigating controversies.

In conclusion, the Indian film industry's adept use of negative publicity as a tool for success is a testament to its ever-evolving nature. Controversy, when wielded strategically, has the power to turn heads, elevate movies to box office glory, and catapult celebrities into the limelight. It's a risky game, but one that, when played right, can rewrite the rules of entertainment marketing.

-Ajanita Kalita 

3rd Semester 

Restricting free features for users: Spotify's Strategy Shift Unleashes Market Turmoil in India

With its 551 million users and 220 million premium subscribers across 184 regions, Spotify is currently at the top of the list as the world’s no. 1 audio streaming service. It has changed the way people listen to music since 2008, the year it was first launched. From the beginning, its marketing strategy has been spot-on, as it has managed to grab the user’s attention with its convenience, free usage, and accessibility. It became an alternative to piracy as it allowed the users to listen to any song they wanted without going through any illegal website and that too for free.

As of July 2023, Europe accounted for 40% of Spotify paying subscribers. Similarly, North America,Latin America, and the rest of the world accounted for 40%, 29%,

 and 20%, respectively. India falls under the “rest of the world” indicating that the number of paid subscribers is lower in comparison to other countries when it comes to paying money for a service that is either free or can be used via an ad-supported model.

Thus, it is no surprise that, according to official data.

● Spotify has 551 million monthly active users as of Q1 (Quarterly Performance) 2023. The

total MAUs (Monthly Active Users) grew by 27% Y/Y.

● By the end of the second quarter of 2023, it was anticipated that the platform would have 572 million MAUs, according to insights released in the shareholder letter of Q2 2023.

But recently, Spotify made some updates that restricted some features for Indian users specifically. It was mainly aimed at free users in India to encourage them to opt for paid subscriptions. It wasn’t the first time Spotify had used this strategy, as most of these restrictions align with the ones in Brazil. The Changes restricted the users from performing some of the essential functions, which includeds huffling, repeating, and the ability to move forward or backward within that particular song.

These sudden updates to the feature have caused an uproar among avid free users in India. It received backlash from the users as they took to various social media platforms, showing their frustration through labels such as “humiliating” and "greedy." However, if we look at the bigger picture, this action has proved to be a good marketing strategy for the increase in revenue in the market. With its target being 572 million MAUs as of Q1 2023, it managed to reach a total of 574 million users as per

Spotify’s Q3 results. According to the results, the platform reported an increase of 26% in MAUs,which surpassed their goal by an impressive 2 million users. Additionally, there was a 16% increase in subscribers per year, reaching 226 million. The business's overall revenue increased by 11% annually to a hefty 3.4 billion euros.

According to a news report published by Times of India, Spotify told TechCrunch, “However, it does not fall under top markets in terms of subscribers to free users ratio — given the majority of users In India opt for the ad-supported model,” when asked about India’s position among the MAUs. The experience for free users in India is now close to what users in other countries experience, and these changes come as the market has matured, according to Spotify. This statement clearly stated Spotify’s We have talked about one of the main things that attracted users to Spotify, i.e., its freedom.

Restricting them may adversely affect its attractiveness as users may shift to other music apps with everyone not willing to buy paid subscriptions. 

As a free user myself, I was very patient at first, but when it started restricting me from most of the basic functions, it made me want to shift to a different application like JioSaavn as an alternative. This might only be the case for some, as eventually, it did increase the revenue in the market. However, if these restrictions become overbearing in the future, it might cause distress between Spotify and its users, making their relationship sour. 

But if this proves to be an effective marketing strategy, it might see a significant rise in subscription revenue, which in turn might change India’s position in the paid penetration market. Well, it is too early to detect the outcome of this strategy, so let us keep analyzing how it will unfold in the future.

Udeeta Pegu

3rd semester 

Instagram as in Public Relations Tool

 

Social media has revolutionized communication channels, becoming an indispensable tool for businesses, brands, and individuals. Among these platforms, Instagram stands out as a powerhouse for Public Relations (PR), boasting unique features that differentiate it from its parent company, Facebook. Unlike its predecessor, Instagram has emerged as a hub for PR activities due to its emphasis on visual content and engagement.

Evolution of Instagram in Public Relations

 

Initially launched in October 2010, Instagram swiftly garnered popularity, reaching milestones of one million users in two months, 10 million in a year, and an astounding 1 billion by June 2018. Facebook's acquisition of Instagram in April 2012 further amplified its accessibility, launching an Android version and broadening its user base beyond iOS.

Impact of Visual Storytelling

The visual storytelling layout of Instagram has revolutionized PR approaches. This structure enables the creation of captivating content that deeply resonates with audiences, empowering PR specialists to craft compelling narratives that effectively convey brand messages.

Engagement and Reach on Instagram

The platform's user base, particularly dominated by the younger demographic, makes it an ideal ground for PR initiatives requiring rapid and extensive outreach. By leveraging the power of hashtags, stories, and user-generated content, one can significantly enhance the visibility of PR activities, resulting in a dynamic and interactive experience that captivates and engages followers, fostering a sense of involvement and community.

Instagram Features for Public relations

 

Instagram Stories: Sharing timely and brief content like behind-the-scenes moments or important announcements.

Instagram Highlights: Organizing and preserving the best Stories to showcase key PR moments and vital information.

Collaborations and Influencer Partnerships: Partnering with influencers to extend brand reach and credibility, aiding in promoting events, products, or key messages.

Instagram Live: Engaging with audiences in real-time, hosting Q&A sessions, interviews, or live event coverage.

Instagram Ads: Utilizing targeted advertising aligned with brand messaging to reach specific demographics.

Captions, Hashtags and Community Engagement: Crafting compelling captions, leveraging hashtags strategically, and actively engaging with the community through responses and user-generated content.

Instagram's evolution into a PR juggernaut is evident, redefining how brands communicate and engage with their audiences. Its visual-centric approach, coupled with diverse features, empowers PR strategies for increased reach and impact. As Instagram continues to evolve, its role in shaping the PR landscape will undoubtedly grow, presenting boundless opportunities for effective communication.

Parilina Das,

Third semester.

Instagram as in Public Relations Tool

Social media has revolutionized communication channels, becoming an indispensable tool for businesses, brands, and individuals. Among these platforms, Instagram stands out as a powerhouse for Public Relations (PR), boasting unique features that differentiate it from its parent company, Facebook. Unlike its predecessor, Instagram has emerged as a hub for PR activities due to its emphasis on visual content and engagement.

Evolution of Instagram in Public Relations

Initially launched in October 2010, Instagram swiftly garnered popularity, reaching milestones of one million users in two months, 10 million in a year, and an astounding 1 billion by June 2018. Facebook's acquisition of Instagram in April 2012 further amplified its accessibility, launching an Android version and broadening its user base beyond iOS.

Impact of Visual Storytelling

The visual storytelling layout of Instagram has revolutionized PR approaches. This structure enables the creation of captivating content that deeply resonates with audiences, empowering PR specialists to craft compelling narratives that effectively convey brand messages.

Engagement and Reach on Instagram

The platform's user base, particularly dominated by the younger demographic, makes it an ideal ground for PR initiatives requiring rapid and extensive outreach. By leveraging the power of hashtags, stories, and user-generated content, one can significantly enhance the visibility of PR activities, resulting in a dynamic and interactive experience that captivates and engages followers, fostering a sense of involvement and community.

Instagram Features for Public relations

Instagram Stories: Sharing timely and brief content like behind-the-scenes moments or important announcements.

Instagram Highlights: Organizing and preserving the best Stories to showcase key PR moments and vital information.

Collaborations and Influencer Partnerships: Partnering with influencers to extend brand reach and credibility, aiding in promoting events, products, or key messages.

Instagram Live: Engaging with audiences in real-time, hosting Q&A sessions, interviews, or live event coverage.

Instagram Ads: Utilizing targeted advertising aligned with brand messaging to reach specific demographics.

Captions, Hashtags and Community Engagement: Crafting compelling captions, leveraging hashtags strategically, and actively engaging with the community through responses and user-generated content.

Instagram's evolution into a PR juggernaut is evident, redefining how brands communicate and engage with their audiences. Its visual-centric approach, coupled with diverse features, empowers PR strategies for increased reach and impact. As Instagram continues to evolve, its role in shaping the PR landscape will undoubtedly grow, presenting boundless opportunities for effective communication.

Parilina Das,

Third semester.