MAM
The Jungle Book: ROI-centric marketing or a missed opportunity for brands?
MUMBAI: Goofy Baloo, protective Bagheera, daredevil Mowgli and majestic Sher Khan – these characters’ from ‘The Jungle Book’ need no introduction, especially in the land of the story’s conception, India. From kids who have grown up listening to Mowgli’s adventure tales, to parents whose inner child takes a somersault whenever they hear ‘Jungle Jungle’ at the distance – The Jungle Book story garners a huge emotional connect with the people.
That is why when Disney announced a movie in 2016 to relive Rudyard Kipling’s celebrated children’s tale in live action, its studio in India was faced with both an opportunity and a challenge — to tap into its vast resonance within the country, while staying true to the essence of the story.
And the answer lay not in reaching into deep pockets for marketing spends, but in completely redesigning the movie’s treatment in India. Releasing The Jungle Book in India on April 8, a week before the film’s US release was a start.
Double treat:
At its core, the campaign for the movie was tailored such that fans of The Jungle Book would go watch the movie twice – and thus it needed to treat the Hindi release as a separate entity altogether, and not a version. “Jungle Book isn’t just another Hollywood film with a Hindi launch in India,” Disney India studios VP Amrita Pandey shares, “Indians own the story and the nostalgia surrounding the characters. It is very important how we treat the film’s release here. Our prime objective is to play on the nostalgia for The Jungle Book as well as get the newer generation excited about it.”
Explaining the studio’s strategy for marketing in traditional media, Pandey adds, “Unlike most international movies, a lot of our print ads, even in English newspapers have the Hindi voice cast advertised. This will be part of our last week push before the release.” The cross mentioning isn’t limited to print, but television advertisement as well. Having said that, Pandey acknowledges that the marketing budget for The Jungle Book in India was less than “our budget for an average Hindi release.”
A star studded affair:
And the key to this was getting the Hindi script for the film right. “To ensure this, we roped in renowned dialogue writer Mayur Puri to script Hindi dialogues for the dubbed version of The Jungle Book. Once we had that in order, the challenge was to cast the right voice actors for the lead characters. We wanted actors and not just celebrities so we approached Priyanka Chopra as Kaa and Irrfan as Baloo, Om Puri as Bagheera, Shefali Shah as Raksha.”
Reprising Nana Patekar in his role as the voice of Shere Khan was a casting success. Patekar had dubbed for the ferocious Bengal tiger for Doordarshan’s animated Jungle Book series back in the 90s. To further breathe life into the campaign in India, Disney India also flew Mowgli aka Neel Sethi to Mumbai to interact with his fans there – a rarity for an international release. The child actor’s Twitter interaction with Priyanka Chopra and other voice actors of the movie further drew in digital eyeballs.
Down memory lane:
Banking on its strength in digital reach, the studio added the cherry on the top the new rendering of the very popular ‘Jungle Jungle’ song. “It wasn’t an easy decision. The old song was more innocent, while the movie, targeted at both kids and adults touches a wider range of emotions. We turned to the original masterminds — lyricist Gulzar and composer Vishal Bhardwaj – to revive the childhood anthem of every 90’s kid, Jungle jungle baat chali hai… for Disney’s The Jungle Book,” Pandey informs.
As soon as the song was launched, it crossed over 2 million views (20 lakh) in less than a week. Not stopping at that, talented musician Vishal Dadlani has also been roped in to sing Bare Necessities. After Disney India put out a strong content for the Hindi speaking market, an equally strong campaigning is being carried out for Tamil and Malayali markets, though no celebrity actors have been roped in for the voice acting.
Tie ups:
Given the reach and the strong brand value of The Jungle Book property, brand integrations and out of movie associations were inevitable, even though the studio’s main marketing focus was not brand integration but content promotion. Until now, Disney India has officially tied up with eight major brands. The particulars of these out of movie associations range between media deals to merchandising rights; which, as per industry experts, would be worth Rs 1.25 crore each.
In the FMCG sector, Fruit Shoot has come on board as licensing and co-branded promotion partner. The brand would be giving out Jungle Book merchandizing and has also has made The Jungle Book neck tags. The association is being promoted on TV and the digital medium. Complan as a co-branded promotion partner is also giving out The Jungle Book merchandise and its campaigns would be promoted on TV and digital platforms and also at modern trade retail outlets.
In the financial sector, ICICI Bank has launched The Jungle Book range for ICICI bank Debit Card holders. Among eCommerce players, Myntra is launching a kids’ special range which includes T-shirts and flip-flops inspired by The Jungle Book. The film has also tied up with Bookmyshow, Uber (cab service app) and Grofers (Grocery delivery app) where The Jungle Book will be promoted on their app in the release week. The combined reach of these platforms is more than 3 million (30 lakh). Apart from these, Shoppers Stop, Max, Penguin Random House and SKI are other brands that have tied up with the studio to cross promote their products riding on The Jungle Book wave.
While the list looks promising enough, several media planners and industry observers feel The Jungle Book is an opportunity missed for brands. “Indian brands mostly opt for ‘out of movie’ associations with Hollywood movies. The number of brands associated with this movie are fairly good for a Hollywood movie in India,” opines Fountainhead MKTG vice president Sidharth Ghosh.
Having said that, Ghosh can’t deny the high resonance that brand Jungle Book enjoys in the market. “The Jungle book and its symbolic anthem have a huge following with the Indian audiences. We all have grown up watching it and can easily relate to it. With a movie of this stature, there’s scope for more extensive and innovative brand integrations with amplification, not only through traditional media, but on-ground as well.”
Where Disney India’s marketing for The Jungle Book currently stands, one can assume that it is banking high on the IP’s vast organic reach to take the buzz for the launch forward. Thus its keen investment to solidify the Hindi and other regional content for the movie, instead of going all guns blazing on media campaigns, makes sense. Whether this strategy will bear fruit and give The Jungle Book its due audience on 8 April, only next week’s box office figures will tell.
Starting a business is one of the most financially demanding transitions a person can make. In the early months, expenses are immediate and often unpredictable, while revenue streams may take time to stabilise. For first-time entrepreneurs, securing small business loans can feel like a paradox: lenders expect a clean financial track-record before approving a loan, but the business cannot establish that track record without funding. Understanding the start-up lending environment in India and knowing the realistic funding options make this process far less daunting, allowing entrepreneurs to plan strategically.
Why Traditional Business Loans Are Harder for Start-ups
Most financial institutions require a minimum business vintage of 2 to 3 years before approving a term loan. This is because the first two years of operations carry the highest risk of failure. For start-ups less than 12 months old, traditional loan options are limited, and lenders often ask for substantial collateral to mitigate risk.
The vintage requirement is not arbitrary. Businesses that have survived their first two operating cycles demonstrate market viability, which significantly lowers the lender’s risk. Until this milestone is reached, entrepreneurs often rely on bootstrapping, personal savings, or alternative financing to build a stable business foundation. Understanding this reality helps first-time entrepreneurs set practical expectations when seeking funding.
Government-Linked Schemes for Startups
India offers several government-backed schemes to support first-time entrepreneurs. One such scheme is the Pradhan Mantri Mudra Yojana (PMMY), which provides collateral-free loans for micro and small enterprises in three categories:
● Shishu: up to Rs. 50,000
● Kishore: Rs. 50,000 to Rs. 5 lakh
● Tarun: Rs. 5 lakh to Rs. 10 lakh
These loans are available through eligible lending institutions, making them suitable for early-stage businesses. For first-time entrepreneurs, a Mudra loan not only provides initial working capital but also helps establish a credit history. Repaying a Mudra loan on time strengthens the entrepreneur’s profile and increases the chances of securing larger loans in the future.
Using Personal Loans to Fund Early-Stage Needs
When business loan eligibility is not yet established, a personal loan can serve as bridge funding. These loans are assessed on the individual’s credit profile and income rather than the business’s financial history, making them accessible to salaried individuals or those with a strong personal credit record.
Personal loans have limitations: the loan amount is capped based on personal income, and the interest rate is typically higher than secured business loans. Nevertheless, taking out a personal loan during the first 12 to 18 months can provide crucial support as the start-up builds its financial profile. It is especially useful for covering immediate expenses such as inventory, marketing, or office setup costs.
Alternative Financing Options for Startups
For start-ups that are not yet eligible for traditional business loans, other financing options are available through financial institutions. Many lenders offer startup-focused or small-business loans designed for early-stage businesses. These loans evaluate the entrepreneur’s personal credit profile, business plan, and projected revenue rather than relying solely on business vintage. Financial institutions such as Tata Capital provide these loans with minimal documentation and fast disbursal, enabling entrepreneurs to manage operational expenses, purchase equipment, or fund early growth initiatives without pledging collateral.
Some lenders also offer flexible loan amounts, quicker approvals, and streamlined processes, making them well-suited for first-time entrepreneurs. Exploring these options early allows start-ups to access working capital while gradually building a credit history that will support larger loans in the future.
Building the Right Financial Profile Before Applying
For entrepreneurs planning to apply for a business loan in 12 to 18 months, the preparation period is critical. Key steps include:
● Filing Income Tax Returns (ITRs) consistently and accurately from the first year
● Maintaining a clean current account with regular deposits and no overdraft patterns
● Keeping the promoter’s CIBIL score above 750
Lenders assess start-ups by examining these signals. Entrepreneurs who maintain financial discipline from the start will have stronger loan applications after two years. Additionally, tracking cash flow and avoiding irregular withdrawals can further enhance the business’s credibility.
Collateral-Based Options for Larger Requirements
Startups requiring larger amounts beyond government schemes can consider loans against property. These loans allow entrepreneurs to access larger amounts of funding at lower interest rates, as the property secures the lender’s risk.
This option carries significant risk: using personal or family assets as collateral can result in a loss if the business does not perform as expected. Such loans should be considered only when the business plan is validated, the entrepreneur has clear cash flow projections, and the repayment strategy is realistic. Careful assessment of risk versus reward is essential before pledging assets.
Practical Steps to Strengthen Your Loan Application
To maximise the chances of approval, entrepreneurs should:
● Maintain accurate financial statements, bank records, and GST returns.
● Avoid over-borrowing; apply for realistic amounts that match business needs.
● Keep personal and business credit profiles in good standing.
● Explore lenders that offer startup-friendly products.
● Be transparent and complete in all documentation.
Taking these steps early ensures a smoother and faster loan process when the business is ready for formal financing. A well-prepared application reduces processing delays and demonstrates professionalism to the lender.
Conclusion
First-time entrepreneurs often face a funding gap in the early stages, but it is usually smaller than it appears. Maintaining clean banking records, filing ITRs consistently, and exploring personal loans, government schemes, and alternative financing options help build a strong financial profile. Entrepreneurs who plan systematically from day one are better positioned to access formal credit sooner, giving their start-ups financial stability through small business loans.
The ideal time to start building a credit-worthy business profile is the very first month of operations, not when applying for a loan. By understanding available funding options and acting proactively, first-time entrepreneurs can confidently apply for a business loan and set their businesses on a path to long-term growth.
