Students will be able to:
Understand how mythological storytelling and cultural symbolism shape audience perception and brand meaning in creative industries.
Analyze the tension between cultural authenticity and global appeal in positioning Kalki 2898 AD for international markets.
Evaluate the strategic alternatives available to Nag Ashwin for Part Two – preserving mythic depth, simplifying for broader appeal or pursuing a hybrid narrative.
Apply concepts from Cultural Branding to assess how creative industries can balance cultural depth with global audience engagement.
Set in India in 2024, this case revolves around Nag Ashwin, the director of the mytho-futuristic film Kalki 2898 AD. The film achieved significant commercial success and cultural impact through its bold fusion of ancient Indian mythology and futuristic science fiction, drawing inspiration from the Mahabharata and the Kalki Purana. While widely praised for its visual scale and ambition, the film received mixed reactions regarding its narrative complexity and accessibility for international audiences. As pre-production for Part Two begins, Ashwin faces a strategic dilemma: how to maintain the cultural and symbolic richness that defined the original while ensuring the sequel resonates with global audiences. The case situates this creative tension within a strategic decision-making context, inviting students to examine how cultural meaning functions as both a creative and strategic resource. Grounded in Cultural Branding and Anthropological interpretation, the case highlights the broader challenge faced by creative industries in emerging markets seeking to balance authenticity, accessibility and global scalability.
This case is designed for postgraduate students, particularly those specializing in Marketing and Strategic Marketing.
Teaching notes are available for educators only.
CSS 8: Marketing
