Last week at the D23 Expo in California, Disney unveiled an exciting array of upcoming streaming and film projects that left fans buzzing with anticipation. Asad Ayaz, Disney’s Chief Brand Officer, took a moment during a media roundtable to chat with Geetika Srivastava about the company’s plans in India, emerging consumption trends, and the influence of AI and data analytics on their operations.
Ayaz expressed how Disney has been tailoring its approach to cultivate the brand in the Indian market, highlighting the enormous potential witnessed from localized marketing initiatives for big hits like “Deadpool” and “Inside Out 2.” The results have been phenomenal, showing the deep-rooted fandom within the country. Major successes such as “Avengers: Endgame” and “Avatar: The Way of Water” have also resonated strongly, paving the way for more cinematic releases tailored to Indian audiences.
What’s even more captivating is how Disney taps into India’s unique trends. Ayaz emphasized the need for cultural authenticity, citing examples like Shahrukh Khan and his son voicing characters in “The Lion King,” and Priyanka and Parineeti Chopra lending their voices to “Frozen’s” Queen Elsa and Princess Anna. These adaptations underscore Disney’s strategy of integrating local celebrities and music, using digital and social media to drive engagement.
In discussing the role of AI, Ayaz acknowledged its importance in operational efficiency, albeit with a thoughtful approach. Disney utilizes AI to enhance efficiency but remains cautious about its broader applications. The shift towards digital and social media consumption is a global trend, with India leading the way. Ayaz highlighted the growing preference for short-form and user-generated content, presenting great marketing opportunities. Disney’s strategy now involves creating content that resonates not only culturally but also adapts to various digital platforms.
Concluding the discussion, Ayaz spoke about the immense value data analytics brings to the table. By understanding consumer engagement and preferences through digital interactions, Disney can fine-tune its offerings to better meet audience expectations.
What do you think about Disney’s strategy in India? Share your thoughts in the comments below and let’s keep the conversation going!
Source: Geetika Srivastava
