Business Case Studies & Business Publications

The Tashkent Files: Disruption by an Ind...

Sharma, Rajat, Uni...

Case

The Tashkent Files: Disruption by an Indie Film Defying the Film Trade

Sharma, Rajat; Uniyal Prasad, Dwarika

IIMA-MAR0520 | Published November 26, 2020 | 28 pages Case

Collection: Indian Institute of Management, Ahmedabad

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Learning Objectives

The Tashkent Files (TTF) disrupted the whole movie trade by defying the predictions. Made on the "political conspiracy" genre in Bollywood, TTF, rejected by major critics of the nation, became one of the most successful movies of 2019. The movie, made off a budget of INR 60 million, grossed INR 250 million at the box office. The case details the research process and marketing campaigns run by Vivek Agnihotri to connect with his target audience. Rather than promoting the movie through the usual methods that other movies adopt, Agnihotri relied on social media channels, in particular, Twitter. Agnihotri responded to every feedback/comment/question posted by viewers/potential audience. This strategy created a massive positive sentiment for TTF. The case provides a possible structure for the creation and marketing of a new innovative product in the movie industry.

The case provides an opportunity for the students to understand various consumer decisionmaking phases while they decide to watch a movie. While analysing the case, students will explore multiple touchpoints located at each stage of consumers' decision-making process. The case offers students an opportunity to think about marketing options and strategic decisions in challenging times, types of difficulties faced and methods to limit the uncertainties, and risks associated with a movie's success, which is more of a disruption in the industry.