Research on South Indian Cinemas, got Best Paper Award 2021

2021 Best paper award, has been awarded to Dr. Janardhan J, Dr. Abhishek Kumar, Mr. G.S. Dhanunjay, Mr. Pranjal Singh, Dr. Adesh Kumar Maurya and Professor Manoj K Padhy; the researchers and Professors from JAIN (Deemed to be University) and Banaras Hindu University (BHU) in “4th International conference on Intelligent Computing”, ICONIC.

Have you ever wondered how Telugu cinema was able to make a huge impact on world cinema within a short span of years? What was their marketing planning? How they were able to connect the mainstream audience?

The Role of Digital Marketing Data Analytics in Film Industry: Telugu Cinema into Pan India Magnum Opus” is a collaborative research in the field of how Telugu cinema was able to connect the audience of Pan India. The epic film and highest-grossing film directed by S.S Rajamouli, Bahubali has broken each and every record of Indian Cinema. While researching this team found how the makers of the film used Digital marketing as their weapon to reach this film to every individual. The makers of Bahubali from the beginning adopted a digital marketing approach to reach the mass audience and that worked in their favour. The media looked up and used this content through those digital platforms and reached a mass audience. Rajamouli's team used Facebook, Twitter, YouTube, and other digital platforms and targeted the particular age group of 18 to 40.

Dr. Janardhan, Dr. Abhishek, Mr. Dhananjay, Mr. Pranjal, Dr. Adesh and Prof. M K Padhy have explored how Telugu cinema has also created a great impact on world cinema. Using the Data Analytics methodology and understanding the ground reality of cinema lovers they took the data of digital users and conducted multiple surveys to analyse the youth’s mindset and their point of view on what they need from cinema.

Dr. Abhishek Kumar has contributed a decade of his life to teach and guide the students and learners from 150+ countries. His developed course “ANIMATIONs” at Free of Cost available to learn for STEM students accessible from www.swayam.gov.in ; has been recognized as world’s top 30 MOOCs published on 27 APR 2020, 6:48PM by PIB Delhi, Ministry of Education. His recently developed course “Graphic Design & Visualization” under the supervision of IIT Madras, going to broadcast tentatively before end of the year 2021 on free DTH, SWAYAMPRABHA television channel 15, Government of India. Dr. Abhishek has delivered the session for more than 50+ workshop & seminar as a subject matter expert / Resource person in universities, Institutes, colleges of Delhi University, GGU Central University, Savitribai Phule University, Anna University, Rajiv Gandhi Central University, Allahabad University, Banaras Hindu University, TMU, GIET University, NIT’s, IIT’s and several International Institutes / Universities to make awareness about the future of E-learning, MOOCs, Virtual Reality, Animation & VFX industry as a career opportunity & Immersive technology for Educators.

G.S. Dhanunjay is a Media Researcher, Educator, Photographer, Filmmaker, Media Consultant currently teaching as an Assistant Professor at Jain Deemed to be University, Knowledge City, Banglore..

The key motivator and leader of this research work, Dr. Janardhan Juvvigunta is serving as an Assistant Professor at Jain (Deemed to be University), Bangalore, in the Department of Digital Filmmaking. Having extensive teaching and academic experience in the area of film studies. For his research on "Impact of Globalization on Telugu Cinema," he was awarded a doctorate in Journalism and Mass Communication. In 2014, he was awarded the ‘Best Research Paper Award' for research work presented at a UGC-sponsored National Seminar. Several research papers were published in international and national journals. He also qualified UGC-NET-June, 2013(National Eligibility Test).

Dr. Adesh Kumar Maurya and Prof. Manoj Kumar Padhy is Professor and Mentor of Dr. Abhishek Kumar during the study of PGDip course Mass communication and Media Law, Banaras Hindu University.

 Pranjal Singh is an Indian film director. He has always been fascinated by science and has a natural curiosity to learn more. Pranjal has three bachelor's degrees, four master's degrees, and other diplomas and certificates to his name. He is currently pursuing a Ph.D. and completed UGC-NET in 2015. He also gives speeches & teach at prestigious universities around the world, including Delhi University, Mumbai University, MICA, Atharva College, Mithibai College, and Symbiosis Institute of Technology, Jain (Deemed-to-be University, Amity University, Atharva Institute of Film and Television.

More than 100 researchers from different countries presented their research papers in different fields of Science, Technology, Engineering, Management and Social Science at “4th International conference on Intelligent Computing”, ICONIC  2021.

The research outcome will help the Producers and filmmakers to analyse the target audience and the marketing strategies to promote the Film as a blockbuster Movie. The research team is currently working for several challenges of the Media and Entertainment industry to promote regional cinema worldwide.

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