Plastic Cards – Increasing consumption at Foodcourts

After getting into my Cab, I realised that I hadn’t collected the refund for the prepaid card I had bought at the Foodcourt a while ago. I quickly pulled out the bills to check the redemption and validity – to my surprise, the card had a validity of 365 days from the date of last usage! I realised I would be visiting Delhi atleast 6 times in this span and I would end up at DLF Promenade once again, the  upmarket mall in South Delhi which is the latest darling of shoppers in Delhi. Peacefully, I proceeded towards the airport. This was two months ago. During early Dec., I was in Chennai along with my colleague, the Head of Operations at the Express Avenue, the shocker landmark for Chennai’s conservative shoppers. Cafe Coffee Day operates three cafes within the mall, one each on the first, second & third floors almost on the same latitude. The Foodcourt here also has a plastic card which can be used at all the F&B outlets. Two weeks ago, I was with my childhood friend and both our family members to catch up the newest Kamal Hassan starrer at PVR Cinemas located within Ampa mall in North Chennai. We were just in time for the movie and decided to have a quick grub at the foodcourt (although I insisted people around that we could pick up something within the CCD inside the Cinema!). The place was jam-packed, a Friday evening, with people filled on almost every chair available. Though we were in a hurry, my friend chose to fill in more than what we had anticipated to consume. He said it could be useful during his next visit. Yesterday, I was at Mani Square, an upmarket Mall which opened a few months ago in Kolkata for a quick bite. When I approached the local food counter of Kolkata (Chinese), the guy smiled at me knowing I was a first timer and guided me to the prepaid card counter. Even the KFC doesn’t accept cash and I had to use the card for my favourite Mojito Crusher.

So, what’s with this prepaid card everywhere?

As Organized Retail is evolving and is in different stages of maturity across the cities, Mall developers have come to realise that there is no point proposing sky-high rentals as this would not just be a deterrent for serious players if not forcing them to move out sooner than later, but also have the wrong ones within the mall. So, more than two-thirds of mall developers now charge a Minimum Guarantee or a Revenue Share (on Sales) whichever is higher and to ensure that actual sales are reported, especially at the Foodcourt, they maintain a centralized counter. Customers must first fill currency of whatever denomination they wish to (subject to a minimum, which is usually Rs. 100 and includes a refundable security deposit of Rs. 25) and could then redeem it at any of the outlets in the foodcourt. Needless to say, the balance could be redeemed as and when they feel so. The POS is attached to a central server which records sales on real-time basis. The mall developer or the Foodcourt operator charges a small fee from each of the players for managing the connectivity and maintenance. Even Mumbai and Delhi airports follow the same philosophy to record actual sales.

So, how does it help & whom?

Retailers are immensely benefited as customers do not think too much while they are ordering using a prepaid card; since the card is loaded and there is no cash transaction (and thereby no need to tender exact change), they do not keep track of the exact spends. Also, there is a huge scope of upselling as customers are not really looking at the value of each product versus the money they pay. It helps customers as it simplifies the payment process. Usually when families visit a foodcourt, each member would have their own preferences. Thereby, the same card could be used across various outlets and counters. There is no need to carry cash since the main counter usually accepts Credit Cards. For students who frequent the mall and for employees of Corporates who work close by, it could be a boon as they may load currency in advance and keep using it through the month. It helps the mall developer to keep track of what’s happening across players – it can monitor sales regularly and promote those who are not attracting too many customers. Indeed, it is a win-win-win approach. But it does have its own drawbacks. Since there are too many choices, customers could keep moving and hence Retailers may be losing some of the customers, especially when there are long queues. When there are multiple members in the group, they may have to stand in Q at each counter which may deter them to use the card actively across counters. Over a period of time, if the process gets complicated for whatever reason, customers may avoid such places which may have an adverse effect on the whole area, which in turn would affect the Mall Developer.

All said, I guess this is the way forward to maximise consumption. Once the card is loaded, and usually there would be some residue left every time, shoppers would keep returning to the particular Foodcourt, thereby driving footfalls into the Mall. This plastic card would certainly change the way people consume, just a matter of time till this phenomenon spreads across the country. Given that we sell more prepaid mobile calling cards than postpaid ones, and given Indian consumer’s love to spend cautiously, I am quite sure this would spread like wild fire over time and may even form part of monthly budgets. It is also a great tool for parents to fill in the card and give it to kids instead of pocket-money and a great alternative to add-on credit cards. Soon, many F&B Brands could have such cards that could be used across their chain of stores. Well, these are not just my wishful thinking. I am sure somewhere someone is working on this and very soon, one of my columns would be discussing it. Look forward to. 

Summarising 2010

I read through my own article written exactly a year ago and I was able to realise the positive energy around me these days. Indeed, Retail is back in action and retailers are glooming. Employees of various Retail Companies are busy, scouting new locations, charting exciting Marketing Plans and working towards the best Customer Service possible. After all, consumers are happier too. The first instance where consumers stop spending during a slowdown as well as splurge their excess funds is in Retail and it was quite clear this year. Large Retailers have reported between 15-40% increase in Sales year on year. While the main challenge in 2009 for Retailers was to bring consumers to the Retail stores, it was increasing the wallet-share that was the key focus area in 2010. I should say that most Retailers have been successful in this regard, which is clearly visible basis the current mood in the economy.

The year started off a bit dull, until the union Budgets were announced. Housing Interests once again fell down drastically, pushing the economy at a higher pace. Automobile manufacturers passed on additional discounts and freebies encouraging consumers to buy now, buy more! Apparel Retailers witnessed higher throughputs, largely because the shopping cycles had reduced in the previous four seasons. F&B and Restaurant players witnessed the “bill values” go higher since people were spending more these days than earlier. Large international players such as Spanish Fashion Brand Zara and UK based toys retailer Hamley’s who had earlier shown interest in the Indian market, entered with large stores in Delhi and Mumbai and are expanding across other cities. French haute couture house Nina Ricci and shoemaker Christian Louboutin and Italian fashion label Max Mara are also eyeing India, according to Boston Consulting. Marc Ecko will launch the brand in the coming spring in a partnership with RPG Group’s retail flagship Spencer’s Retail Ltd, which plans to have in place at least five international alliances next year. Yesterday (on 30^th Dec. 2010), Carrefour, the world’s second largest Retailer from France opened its door for shoppers at the most unlikely location at Shahadhara, in East Delhi. "The opening of this first store marks Carrefour's entry into the Indian market and will be followed shortly by the opening of other cash-and-carry stores," Carrefour CEO Lars Olofsson said in a statement. Bharti-Walmart opened a handful of Cash & Carry stores this year at Zirakhpur, Kota, Ludhiana and Bhopal, with a dozen more lined up for the next three years.

Meanwhile, Indian Retailers have been keeping pace with the speed at which shoppers have been marching. India’s largest Retailer, The Future Group has opened several large format retail locations including Central Malls, Home Town, Pantaloon Fashion stores and most importantly, the company’s flagship Big Bazaar. At the India Retail Forum held in Mumbai in September, organized by Images multimedia, the father of Indian Retail Industry Kishore Biyani responded to a question and said “The biggest lesson learnt is we cannot be everything to everyone and have hence aligned our way forward accordingly”. Cafe Coffee Day, India’s largest cafe chain crossed an important milestone in its journey – the 1,000^th cafe and the numbers are growing month after month. Shoppers Stop, Hypercity and Crossword, all part of the K Raheja Group are expanding in a frenetic pace to reach out to the upwardly mobile whose incomes have rose 10-50% since the past year. Spar Hypermarkets and Lifestyle Department Stores are also expanding in their own right. Every Retailer in the country is on expansion mode and the overall optimism seems to be surging high. Airport Retail took a different dimension since the commencement of Terminal Three or T3 at Delhi. The largest airport in India at the moment, the Retail spread is something that’s indeed worthy a case study by itself in times to come. PVR and INOX are determined to entertain more cinema-goers this year with more screens & multiplexes.

Alllll izzz Welll, one of the most popular songs of the year from Amir Khan’s 3 Idiots seems to fit well into the current Retail scenario. Atleast, that’s what everyone around seems to believe! After all, group conviction is the best way to win self-conviction... The year 2011 is expected to be a much better year for Retailers and for us in this business. My overall take is similar although I am personally treading with caution. As an industry, we have committed some expensive mistakes between 2006-08 and we should ensure that same are not repeated. With that, I would like to Wish each one of you a very Happy and a Prosperous New Year ahead. Happy Retailing... 

A curious case of Autorickshaws and Kiranas!

The prepaid queue at the Bangalore City Railway Station was long, but we decided to wait patiently instead of choosing one of the touts who were continuously stalking us. After all, many auto drivers have been waiting patiently notwithstanding the early morning chillness for their turn to pick up a customer at the prepaid counter for a long time. In our city like many others, the night fare (10 pm – 5 am) is usually 1.5 times of the normal and is quite well accepted. So the prepaid fare to my house was Rs. 200/- as against the more luxurious Meru Cab which we took during the onward journey that cost us Rs. 350. While sitting in the auto this morning, I was thinking about need and necessity. At 5am, all we needed was a transportation to reach home safely. During the peak hours last Saturday we had chosen a taxi – we had time at our disposal and didn’t mind paying a bit more for the comfort of a/c during the day time. Is there a lesson or two, I was guessing if one had to compare autos and kiranas. Just after sometime, the headline of a leading English newspaper claimed that 15,000 additional autorickshaw permits were being issued shortly and the total number of such vehicles plying in the city would touch close to 95,000 vehicles!

That’s a lot for a city of size of Bangalore, many would argue. I disagree a bit. It is based on the age-old principle of demand and supply, according to State Transport Commissioner Bhaskar Rao. The power of permit makes the auto driver a ruler. We need more autorickshaws to reduce the nuisance. Liberalising the over-regulated permits will no doubt increase their numbers on road but the good part is that it will also increase options for the commuting public. Auto drivers will have to oblige then, he said. Quite true. In the long run, with personal mobility becoming a compulsive habit and the acceptance of public transport as a sustainable and viable mode of commute, Autos will become more of fillers – running short distances and acting as the last mile connectivity – be it from bus stands or Metro stations while taxis could turn out to be the preferred mode while travelling from home to airport or railway station.

Cut to the real Retail Story. In spite of the increasing number of Organized Retailers, especially in the food, grocery and household segments, it’s quite common to see so many Kirana Stores coming up in smaller neighbourhoods. As is the case of “Bottom of Pyramid”, the consuming class is right there and is expanding its base as well as its propensity to consume. They are moving upwards from the Govt. run – Public Distribution Stores (PDS) to the neighbourhood kiranas whose regular clientele is moving towards neighbourhood Supermarkets, and in turn whose regulars are moving towards the large-format Hyperstores. However, all these consumers, when they need a pack of salt or sugar, vermicelli or Maggi, reach out to the neighbourhood kirana!

The case here is logical and comparable. When the product becomes a bare necessity, consumers would reach out to what’s close by and cheapest as a measure of time – the ubiquitous kirana while the monthly pantry filling or a weekend party shopping would be at a large format organized Super market or Hypermarket. The consumer is fully aware that one doesn’t derive the benefits of organized retail such as bulk discounts, buy one get one, and price-offs at the local kirana, but they know that time is of essence and hence reach out.

I have always remained a proponent of Retail FDI in the hope and faith that it would only do good to Kiranas as well as end users and consumers in the long term. Such anecdotes make our hypotheses stronger.

Long Live Kiranas; Long Live Organized Retailers!

Walk like an “Emperor”

“Show me your shoes and I will tell you how wealthy you are”, goes a saying. Indeed, it’s so true! This is one accessory that most Men care the least about. And the issue is specific to men. Women, as anybody would guess are so fond of their footwear and it’s also a coveted purchase for them. Men always had few choices – in India, in the early 80’s, it was Bata for “office wear”, and Power for “other uses”! The early 90s witnessed the entry of International Brands, initially through the grey market and then through Franchises followed by company owned stores. Today, the footwear market in India according to an IBEF Report is estimated to be USD 2.8 Billion! Since the dawn of the 21^st century, the footwear market in India has taken a dramatic shape. There is fierce competition among the players and interestingly, prices have been steadily coming down, inflation adjusted. The Indian footwear Industry is expected to grow at 20% CAGR over the next few years. At present, the footwear market in India is dominated by Men’s wear that contributes almost 60%. Since the organized footwear industry in India has remained focussed on men’s shoes, the opportunity for retailing women’s footwear is enormous. At present, most women buy their footwear from nearby stores or mass markets with very few organized players such as Soles focussing on this category.

 

The Men’s footwear market can broadly be classified as formal wear (office wear), casual wear (evenings, outings, etc) and sportswear. While this definition is more to classify the categories, it isn’t followed so strictly by one and all, except for the urban male and a few of his counterparts in the smaller cities. The most popular, rather most advertised include “sportswear” and the target audience is clearly the youth and young adults. After all, it’s best to “catch them young, watch them grow”. And thereby Sachin, Dravid, Dhoni and various sportspersons, mostly cricketers are the brand ambassadors. Reebok, which has close to 1,000 stores (most of which are franchised) has a market share of over 50% in this segment – a rare feature when compared globally. The brand received phenomenal upcountry publicity after becoming the official partner for Kolkata Knight Riders in 2008, the IPL team owned by Shah Rukh Khan. One of the biggest strengths of Reebok is its design capability – apparently, the brand launches about 20 styles every quarter and prices start from Rs. 1,000. Adidas has remained focussed though – style and substance put together. While utility takes the cake, it is also known for its fashionable designs. Nike, the smallest player in the market yet among the big three predominantly focuses on various sports. Puma and brand digressions such as Levis & Provogue concentrate on the fashion segment. In the formalwear segment, Bata and its brands including Hush Puppies have remained the most popular across the country. Early 2000s witnessed brands such as Lee Cooper Gaitonde and Woodlands reach the masses with their popular designs and low-pricing. Florsheim, a late entrant took the market by storm due to various innovations including the stress free footwear range that starts from Rs. 5,000 onwards! The last among the batch seems to be Samsonite, the brand known for its sturdy luggages and suit cases which has been spreading its presence across the country. Footwear chains such as Metro & Mochi and Department stores such as Shoppers Stop & Lifestyle have their own private labels and are popular in the mid-segment which looks forward to latest styling at reasonable pricing. International Premium Brands such as Tods, Jimmy Choo and others have just entered the Indian market and have limited presence in major cities like Delhi, Mumbai and Bangalore.

So, what’s in it for consumers? To begin with, a wide variety and choice of pricing! There are over 20 Domestic and International Brands operating in India, right from the neighbourhood to the nearby malls or speciality shopping areas. From as low as Rs. 1,000 upto Rs. 6,000, one can find reasonable footwear to suit the various occasions and activities that one performs during the day. The same set of footwear may also be available at a 30% discount at Factory Outlets such as Brand Factory or MegaMart, although it would be 18-24 months into the market with its design and styling. On the whole, for a little extra care, one can walk literally like an emperor! Keep Walking...

Much ado about noodles!

After much resistance, I finally tried the latest entrant in the market – Yipee from ITC. For the uninitiated, it is the brand name of Noodles launched by ITC Foods recently. While the launch saw a full page ad on Times of India a few days ago, the product was virtually unavailable at smaller shops. Reason: the brand had tied up with Food Bazaar for the launch, India’s largest Supermarket chain from The Future Group including the Retailer’s name in the full page Ad. JND – Just Noticeable Difference, taught my professor of Marketing at B-School was something that the brand had to do or rather outdo itself from competition. And that’s what Yippee has done too. To begin with, the name resonated with a start-up internet lookalike of Yahoo! Well, actually it isn’t obviously. Then, the noodle was a single twin cake, unlike others who have two cakes. And the most important difference was that it was not a cube! It was a small circular piece and looked different. The reasoning, according to many “experts” who follow this segment was that the Indian households cook noodles on flame and the “kadais” or the vessels that are used are also in the same shape. Well, the microwaveable vessels that are rampant at Supermarkets and Hypermarkets are no different – similar shape (if it was thought that consumers in the West used microwave to cook Noodles!). Well, Change is the only constant and so is the shape of the noodle.

But what makes Yipee different from say, Maggi from Nestle or Foodles from Horlicks? Nothing. All are noodles that are ready to cook and the category is getting increasing importance from marketers, brands and even Retailers so much so that this category is a favourite for many supermarkets to have their own private labels. The reason for this sudden popularity: in my opinion – speed of delivery. The 2 minute promise offered by Maggi two decades back won the hearts of many home makers and mothers and the taste of the wonderful product saw almost a generation growing up with the snack. I heard someone recently confess that during their hostel days, she and her friends would save some hot water (provided only during the weekends) meant for bath being used to cook Maggi in a vessel. Someone somewhere meanwhile founded “Cup Noodles” which needed just hot water to be poured in it to munch the snack readily. I know of someone else who has been having Maggi for lunch 2-3 times a week for many years now! Such is the popularity of snack that Maggi asked its “fans” to send their “Maggi stories” to the company and win prizes!

The only distinctive factors or rather THE factor among these many brands is “taste”. Now, this is a very subject topic, so to say. Taste, as they say is acquired by the individual over a period of time whether it is that of Coffee or Tea, Noodles or Dosa, Wine or Single Malts, Cigarettes or Cigars. So, when it is so distinctive, how come Maggi is almost interchangeably used for “noodles”? To a large extent, it is the first mover advantage that the brand enjoyed. Until recently, there weren’t too many similar brands in the space. There were ready to cook raw noodles from local players and then came Top Ramen from Nissin, Wai Wai and many others who wound up – atleast from competing on the shelves with Maggi. Nestle’s distribution strength ensured that Maggi was available right across the length and breadth of the country. In a way, Nestle changed the way we consume noodles. Maggi was the perfect “in-between” meal alternative for breakfast, lunch, evening snack, supper, late night, etc. (It is quite similar to the way Kellogg’s encouraged consumers to much Corn Flakes – but more about that later in yet another column).

There is fierce competition to conquer the mind space of consumers for top of mind recall of noodles by the brands. The good part is that the market is so large that the share for these brands would only grow in times to come. Look at the automobile market – ten years ago there were six brands in all and about 15 variants. Today, there are more than 20 car makers and over 70 variants and the market is only growing.  Maruti which had a market share of over 70% is still the market leader even today with every second car being sold in the country coming from its fold. But Hyundai, with its Santro made owning a car simpler, easier and affordable. I can imagine a similar state of affairs in this category too. Maggi was, is and will remain the undisputed leader, except that its share will reduce. Newer brands will bring more innovation (Read: Flavors) and the market would accept these changes faster. Who had imagined that a small pack of noodles, from the heartland of Chinese culture, popularised by the ever increasing faster lifestyle of the West would be stocked in almost every urban household today! 

The Head of Operations of a leading Supermarket chain (who requested anonymity since he is not the official spokesperson of the company) confirms that there is more than 50% penetration of noodles across the number of bills during the first week of the month when the pantry shopping happens. He also exclaims that the average pack size is 3 per bill which means the product would be for multiple uses or there are multiple users at home. Such facts only confirm the strength of the category! Whichever way, noodles are here to stay in times to come and the biggest beneficiary of the fierce competition is none other than “you” – the consumer. So enjoy the variety, happy snacking... 

A lot is happening over Coffee...

I remember very well my first trip on a Shatabdi Train. It was from Madras to Bangalore, an early morning train in Oct 2003. I was dressed in a blue tie with floral designs, a maroon shirt and grey trousers as I was heading for one of my first interviews after my first job at RPG Retail, where I had joined as a Management Trainee in June 2001. The urge to move into a larger role always persisted in me and during my younger days, I was more clueless about my career than I am today!  Back to the interview – I was heading to meet the big guys at Cafe Coffee Day, at that time considered as one of the upcoming promising retail chains in India, in the business of Coffee Retail. A new concept those days in India, there were hardly any coffee retail chains across the country – CCD in South, Barista in North India and a few local players, particularly Amethyst and Qwikys in Chennai. But for these, the cafe chains weren’t thought what they would be today – ubiquitous! Not that I had any F&B background or experience, except for the few months when I used to scoop Ice-Cream at the first franchised outlet of Baskin-Robbins in Chennai. The interview at Coffee Day went well, one round with the Heads of HR & Operations but for some strange reason I couldn’t take the offer.

I headed back to Chennai and in a few months joined The Future Group and came to Bangalore, with 4 bags of luggage and a heart loaded with wishes to make a great career and a happy living. Its over 7 years now since I have been in Bangalore and the rest, as they say is history. This column comes straight from the Club Mahindra Resort at Kangra Valley where I am camping for a short holiday. Dharmasala, seven km from here is famous for the Tibetan monastery and home of His Holiness Dalai Lama and also has a Cafe Coffee Day since early this year. I was proud to be there, with our boys who are providing great service to the hundreds of visitors and customers who pass by our cafe.

Cafe Coffee Day currently operates over 1,000 cafes across the country apart from outlets at Austria, Pakistan and Czech Republic. Started in 1997 as an internet cafe, the company has grown strong due to the vision of our Honourable Chairman VG Siddhartha and the hard work of the thousands of employees who have been with the company over the years, not to forget the strong consumer sentiment and the growing coffee culture across the country. Even as I celebrate my one year’s existence in this company today, I am extremely proud of what I have been doing over the months – to identify new cafe opportunities among Key Account locations across the country. Would like to thank my former boss and Director, Mr. Alok Gupta for identifying me for the job and for providing me the necessary resources and skills to perform in my present role; a big thanks to my colleagues and peers for supporting me all through; and of course a special mention and thanks to my most valuable team – I am almost nothing without their individual effort towards the success of our collective target. This is a humble “Thank you” for all that’s happened and that’s yet to happen – after all, a lot can happen over coffee!

Chitti wears Ray Ban, drives a Bentley, shops at Joy Alukkas & Lifestyle

Chitti, the Robot created by its scientist Dr. Vaseegaran (both characters portrayed by the Superstar of Indian Cinema Rajnikanth) in the tamil film Enthiran (Robot in Hindi) that is directed by Shankar wears Ray Ban, Police and other designer sun glasses all through. There is a particular scene where the two of them shop diamond necklaces for their common girlfriend at Joy Alukkas, a leading name in ornamental jewellery in the southern markets in India. And the villainy Robot drives a Bentley, ransacks a Lifestyle Department Store only to stock up everything that’s needed for its lover. The scientist and his robot travel in a Mercedes CLK while the scientist’s home is shown as an exquisitely designed villa. All through the film, the leading characters including Aishwarya Rai wear designer stuff, exclusively crafted by ace designer Manish Malhotra who shot to fame since the late 90’s when he designed outfits for the likes of Shah Rukh Khan and his contemporaries of the Hindi film industry. This is Manish’s second outing in the South after the previous hugely successful Sivaji (2007) which had the super-hit combo of Rajnikanth & Shankar. Meanwhile, Salman Khan’s recent Dabangg portrayed him as a Police officer whose moustache and Ray Ban became more popular at some stage than the plot of the movie itself.

So, what’s with film actors and Brands? What is the underlining message? Well, there are two, in my opinion. One, that the film shows the characters as having been “evolved” using the latest – be it gadgets or cars, clothes or accessories. Second, “brand placement” or “product placement” is seen as a great opportunity by many brands (including retailers) to create aspirational value. While the trend has been popular in English and European movies for many decades (James Bond and his love for cars and gadgets, for example), the trend has been on and off in Indian movies. I remember another Tamil movie “Tenali” (2001) which featured Kamal Hassan as a “hyper” patient who is scared of almost everything in life, portraying Toyota Qualis as a very reliable car when it hits the edge of a mountain wall and nothing happens to its occupants. Shah Rukh Khan in the movie “Don” (2006) sported Tag Heuer watches which became hugely popular among the relevant target groups. Most recently, Sonam Kapoor in the film Aisha (2010) sported trendy bags and sun glasses while also shopping at Delhi’s DLF Emporio, the most upmarket Mall that houses Dior, CK, etc.

But the big question is do these product placements have any impact on “consumers”? Yes and No. While there is certainly an impact on the consumers about the awareness of the brands and products, the aspiration to own them is limited, given the fact that most of these brands appeal to the top-end of the society. As much as a Rajnikanth or Salman fan who pays over Rs. 300 for a movie ticket during the first week of release would love to own one of those sun glasses, he just can’t afford it. And it applies to clothes, accessories, and even cars. So, do these placements atleast bring walk-ins into the Retail stores? Ace designer Deepika Govind feels not necessarily as those who wear designer stuff may not want to wear something that’s very common. “Such clients follow global fashion and hence do not pick up something off the shelf worn by actors and actresses that are available off the shelf”, she says. It could be a bit different for street wear as promoted by the likes of Hrithik Roshan or Ranbir Kapoor but the following is limited and appeals mostly to the urban audience. Budding designer Aarti Tibrewal opines that the characters portrayed by films stars have indeed impacted what the audience what to wear. “At the same time, the commercial success of the movie has much to do with the brand recall,” she says. For example, the Anarkali dresses worn in them movie “Devdas” (2002) were popular also because the movie was a box-office hit, while Aisha didn’t fare as well as it was expected to be and hence the follow-up was also mute.

Retailers like Cafe Coffee Day and many other restaurants and bars allow a lot of movie shootings at their outlets so the audience are able to connect easily with their favourite hang-outs.  While some charge the producers for letting their “space on hire” a few exchange it for the publicity they would derive. Brands, on the other hand use this primarily as a promotional tool, taking their product range to a wider audience. While the topic of “success on product placements” can be debated a lot, immediate results vouch for its success. A quick check at the eyewear counters of Department Stores in Mumbai and Chennai / Bangalore confirmed that there were a number of enquiries for sunglasses after shoppers saw Dabangg & Enthiran respectively. May not be the same for the Mercedes and Bentley though. Anyway, I am planning to increase my Ray-Ban collection, so what about you?