Padmaavat, Karni Sena and the road to brand recognition

Soon after the Rajput Karni Sena withdrew its agitation against ‘Padmaavat’ saying that there is no objectionable content in the film, another group, the Sarva Brahman Mahasabha in Rajasthan, started protesting against the film ‘Manikarnika’, directed by Krish and starring Kangana Ranaut.

Their reason? Historical tampering of queen Laxmi Bai! On Saturday, however, the Sarva Brahman Mahasabha also called off their protest after a written assurance from the producer that there was no distortion of history in the movie.

Are these protests in a way promoting the film and the fringe groups themselves?
Amutha Manavalan, an academician specialising in Public Relations, says, “These disputes tend to boost the publicity of these groups on a national level.”

“When they are associated with a brand that is already popular, their brand value also increases. Having said that, these groups are also giving an indirect negative publicity to films like ‘Padmaavat’ and ‘Manikarnika’. This evokes curiosity among viewers and pulls many to the theatres,” says Amutha.

After Karni Sena withdrew their protests, many have started wondering whether it was a big PR stunt put up by the makers of the movie. What is it about period films that they go through such controversies?

“We need …read more