Lessons from Slumdog

Slumdog won 8 Oscars.3 by 2 Indians. I could not help but be proud to be an Indian.The film has been attracting significant media, and more so after the Oscars, the debate for and against 'Slumdog' has heightened. The against camp complains that the film bares India's underbelly, something that we all Indians would like to escape from.
However keeping in line with the optimism that the film celebrates...I applaud the success.Here is my marketing take on the film’s success.
'Slumdog' revolved round narrating (though predictable) a simple story of optimism. It stuck to this core through the film. This core offering struck a chord..for it was relevant and contextual..with most of the intended audience.
The film included more audiences than excluding them...by setting the story in a city that was both local to an Indian and global to any foreign audience : Mumbai. The backdrop that the story was communicated....was universal.
As the audiences across the world are wanting to get back to reality...(forced by the drying up of a lifestyle revolving around credit)..the film communicated its core value in a believable manner. Even when last dance that Jamal does with Latika is set on the railway station....and not in the swiss alps.(perhaps the production budgets were pruned...or the sequence as filmed was intentional).
The film had an engaging layer of friendship, love , passion , pursuit, perseverance , determination and finally gratification. Engagement deepens the involvement of consumers....it is the lifeline of any brands relationship with the consumers.
Having a core value which has a high degree of relevance ,making it contextual to the intended audiences , packaging it with layers of emotions and virtues that we hold with aspirational regard and finally having a gratifying pay off made 'slumdog' a 'millionaire'.

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