(News from Mumbai at 26 May 2008)
Shemaroo Entertainment, a leading Indian multi-media company has set up an 'alternative content division' for India, and is attempting to kick-start it with an Osho Talks series.
Shemaroo has signed a multi-year license deal with The Osho International Foundation, under Shemaroo's alternate content segment "to bring to today's generation Osho discourses" through the home video format of VCDs and DVDs, entitled "Osho Talks", on the Shemaroo label.
The Osho Talks VCDs and DVDs are priced at Rs 149 and Rs 299 respectively.
Shemaroo has invested approximately Rs 20 million to tap into the lifestyle and alternative market segment.
The Managing Director of Shermaroo said
"Today home video penetration in India is huge. Also, with increases in the standard of living along with awareness, the indulgence element is getting diversified. People are not just interested in watching films only. Hence, we decided to launch an alternative content division which will cater to various kinds of audiences ranging from children, philosophy interests, and literature to, on the other hand, fitness and health. We have invested around Rs 20 million in this new division for this year and as we penetrate into this market more, we will pump in more amounts,"
"How to Relax with Yourself" and "The Art of Loving" are the first two releases from the Osho Talks series. Forthcoming titles that Shemaroo plans to release shortly include "How To be Really Alive", "The Transforming Power of Sex" and "Loving and Accepting Yourself".
Shemaroo has assigned a budget of around Rupees 200,000 to 300,000 to market the Osho Talks series. "We have tied up with various retail chains like Croma and Planet M where the Osho VCDs and DVDs will be available. We will also be looking at print and below the line advertising to tap our target audience," said the Director of Shemaroo.