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In the eighth episode of The Filmy Hustle, hosted by distributor-exhibitor Akshaye Rathi, Kim Sharma and Rajeev Masand of Dharma Cornerstone (DCA) raised important points about talent management, what goes behind the scenes and a lot more. A conversation with them is incomplete without the mention of Orry, the enigmatic social media personality who has become a household name.
From a ‘bubble about to burst’ to a brand delivering 2.7x returns, Kim Sharma DECODES the GENIUS marketing science behind Orry: “Perception is reality; polarization is a jackpot”
Kim Sharma began by saying, “We are very proud and always happy to have this little genie out of a bottle that we’ve been lucky to grab. Taking a lot of credit will be unfair because he himself is that person. He is extremely driven, very bright, sharp, intelligent and creative. He’s also hard-working and yet easy-going. So, I think he’s just an anomaly in many ways; an amalgamation of things that you can’t imagine in one person.”
She said, “Perception is reality. So, a perception was put out there for people to feel like this person is important. Over time, that changed as people started realizing that there is a polarizing effect from this person. Anything that polarizes, you know that…” Akshaye Rathi continued, “It’s a jackpot.”
Kim Sharma continued, “Now, how you manipulate that polarization and how you use it to your advantage, at the same time making it look like a disadvantage, is a skillset of the talent followed by the team behind him and the belief in him.”
She revealed, “With Orry, we have had crazy, victorious moments. We have done brand films where we were able to show 2.7x returns to the brand on product. We have started out marketing initiatives which have turned completely organic, led by fans and haters. The brand was like, ‘Oh, we were going to seed comments’. We were like, ‘We don’t seed comments (with Orry)’!”
She added, “It’s a matter of pride for us. He’s a social experiment in so many formats. When we started, we feared that we are a bubble that’s going to burst in a month and that no one was going to care. But 1 ½ years down the line, we are only receiving better opportunities. The keyword with Orry, for me, has always been ‘longevity’. With this client, longevity means success. We are facing success everyday – everyone wants to know him, everyone wants a picture with him, everybody wants to invite him. (We need to ensure) how do we, as a talent team, keep that as a very secure, stable, evenly running graph which doesn’t show a spike followed by a dip? With this person, funnily and ironically enough, the plateau is the most important because we are hitting the peaks every day. How do we reach that stage where we are in cruise control even after 10 years or 15 years; that’s the real objective with him.”
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