For a change this time around even Hollywood is thinking like Bombay Hindi Cinema world. Hindi cinema is returning in a big way to the golden era of sixties and seventies and the biggest change agent who is leading this change is the producers of OM SHANTI OM. The recent launch of a new line of couture in tie-up with the Shoppers’ Stop for OM SHANTI OM is reminiscent about the mood and spirit of sixties and seventies. Even the get-up and stylization is a stark rewind to the seventies. The same is also happening in the case of SAAWARIYA where in tie-up with the Futures Group new line is being promoted which harks back to the golden era of sixties and seventies.
The parallel with Hollywood lies primarily on account of the fact that there are number of films which are being waited with anticipated breath having stylization which reminds one self about the sixties and seventies. The films under question from Hollywood include Brad Pitt starrer ASSASINS OF JESSE JAMES and INTO THE WILD of Sean Penn. Apart from the stylization they also have music which brings back pleasant memories of the sixties and seventies.
This return to the golden era is a re-run of the cycle which has completed a revolution and now the same process is sought to be initiated once again. The difference from the golden era only lies in the fact that now it is the marketing which is primarily determining the reference point of the era gone by, and marketing is trying to capitalize on it as one always has fond memories from the past to revisit.
The trend is noteworthy in the sense that independently two of the biggest entertainment industries in the world are thinking along the same lines and they are trying to recreate the golden periods of their trysts for the present generation. Marketing is being sought to be used as the bandwagon as the present generation is seeped into the nuances of marketing and is always on the lookout for experiencing new marketing dynamics.
No wonder then, that there are various kinds of marketing tie-ups especially for OM SHANTI OM and SAAWARIYA in the form of merchandise, through brand positioning by various electronic goods manufacturing companies and other mediums of publicity.
Sixties indeed was the golden period for most of the countries as this was the time when the countries where experiencing new forms of development and there was no rancor but celebration all around. For India reliving this phase is of underlining importance as the country is going through an interesting phase of development, and with sixties and early seventies being the era where most of the epoch making films of the country were made, the attempt to rekindle the past is to have the feel good factor of those times.