Role of Controversial Marketing in Promoting Indian Biographical Movies

Abstract

Bollywood Industry has always been the child of controversy. It has attracted common people, media houses, journalists, and authors to spin stories and narration. It is undeniable that the Indian film industry has had to face harsh criticism and changing viewer preferences from generation to generation. Controversial marketing is an advertising strategy used liberally by many organizations. However, it is difficult to say whether this strategy guarantees success or not. This paper will attempt to identify biographical movies and analyze controversial marketing, either a planned or unplanned event. The three crucial aspects would be to highlight the backdrop and storyline of the movie, lead actors of the movie, and controversy during the release period. The researcher would analyze secondary data to further elaborate whether controversial marketing is intentionally used in the Bollywood industry or is an unplanned, unintended event that occurs depending on the cultural and religious sentiments of Indian viewers.