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Space of Culture and Brand in Sequel of Telugu Films: A Qualitative Study
Abstract
Telugu film industry known as Tollywood, is making its mark in terms of rich contents and branding strategies and subsequently receiving the audiences' acceptance to a greater extent. Making sequel of film has brought success to many of the films. The positioning of culture and brands has played a major role in the sequel of Telugu films in India. The films like Money - Money Money to Money Money more Money, Gaayam to Gaayam 2, Satya to Satya 2, Shankar Dada MBBS to Shankar Dada Zindabad, Rakta Charithra to Rakta Charithra 2, Mantra to Mangala and Mantra 2, Gabbar Singh to Sardaar Gabbar Singh, Baahubali: The Beginning to Baahubali 2: The Conclusion have made their landmark if culture and branding are taken into discussion. The making of such films has redefined the space of culture and brand endorsements. The chapter attempts to explore the sequel of Telugu films which have relevant pertinence to culture and branding in India.
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