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FILMINDIA
May 1941
Mehtab and Nandrekar, a popular pair give a popular performance in "Chitralekha" a Film Corporation picture released through the Select Serial Supply.
ancient times. Time travels slow in this great tropical land and through thousands of years, the customs and the usages of the people have remained static and intransigent. While the West is living in the future, the East is still consoling itself with the thoughts of the past. Old notions therefore die hard in this country.
Add to this, the excruciating grip of religion and spiritualism, thousands of years old, and imagine the riot of ideas and ideals that hamper progress as it is understood in modern times.
A soap manufacturer, who wants a country-wide market in this land has to advertise that his product is free from any animal fat. Unless he clears that point first, the consumers cannot even be induced to look further or know more about that soap.
The soap instance is a typical example of the undefinable sentimental background which has been created by ages of spiritual pursuits and religious suscep.ibilities in this country.
Hundreds of other similar examples can be quoted to illustrate the point that the present or tho future buying sentiment in India is irrevocably linked with the age-old spiritual and religious pursuits of the people, and which sentiment the
salesman has to study only by close contact with the people.
ECONOMIC DISTRESS
To the casual observer, India looks a land of gold. And accepting it to be so, all that gold is still of no use with millions starving. India is essentially a rural country with 7,00,000 villages and hardly a hundred well-sized towns.
Even in these towns, due to the foreign capitalists' exploitation, prosperity of the nationals assumes a complexion of a constant struggle to survive.
The man, who has to sell in India,
^-las therefore to divide the country
in two sharp division.s: (1) Urban and (21 Ruial.
While products that give a streamlining to modern civilization find a ready market in the Urban areas, every-day necessities thai keep the human body and soul together must be sold to the rural districts.
Having realised this sharp division of the market, it becomes a simple matter for the manufacturer to direct his sales message to the districts where his product will find a ready market.
A blanket method of an indiscriminate broadcast of the sales message while causing a large amount of waste of money, will hardly secure any appreciable results in actual sales.
In motion picture advertising the choice of field, according to the class of product, can easily be made by selecting the exact number of stations, and the correct ones, after a careful study of all statistics relating to the local population, trades, occupations and home industries. But this type of specialised and concentrated sales appeal is denied in case of other types of advertising.
THE SCOPE OF THE MOTION PICTURE PROPAGANDA
Film propaganda is all embracive. It covers every field of human activity. From the boot polish to the hair dye. every human necessity can be sold through the film — from a
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Asha and Romola make a team in "Khazanchi"" a Pancholi production.
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