Brand Strategy – A2

Jayaditya Singh

Shatarupa Bhattacharyya

- Theatre Artist

Brand Positioning

In the current landscape of the theatre industry, brand positioning plays an

important role in shaping how artists and productions are perceived by audiences,
critics, and the stakeholders. It is the art of intellectually placing a brand within the
minds of its target audience, distinguishing it from its competitors and creating its
unique value proposition. Brand positioning in the theatre industry involves making
a narrative that reflects the essence of the production or artist and resonates deeply
with the sensibilities and preferences of theatre goers. It's about creating a
compelling story that captivates hearts, minds, and imaginations, creating
meaningful connections and fostering loyalty within the theatrical community.
Analysing competitorʼs positioning

Ratna Pathak Shah

Ratna Pathak Shah, well renowned actress in the Indian theatre and film industry, has a
unique position owing to her multifaceted talents and contributions.

• Versatile Artist: Ratna Pathak Shah is celebrated for her versatility as an actress, she
effortlessly transitions between roles that span genres, styles, and mediums. From
classical theatre to contemporary cinema, she has left a mark with her nuanced
performances.

• Theatre Legacy: She has roots entrenched in the theatre community, Ratna Pathak
Shah comes from a family with a rich theatrical legacy. Her association with
prominent theatre groups and her participation in big productions have solidified her
status as a theatre artist.

• Diverse Portfolio: Ratna Pathak Shah boasts a diverse range of roles, from
Shakespearean classics to modern Indian dramas. Her willingness to explore complex
characters and narratives reflects her commitment to the craft.

• Influence and Impact: Beyond her on-stage presence, Ratna Pathak Shah has a
significant influence as a mentor and role model for aspiring actors and theatre
enthusiasts. Her insights, guidance, and mentorship have inspired many individuals
to pursue careers in the performing arts.

• Social Relevance: Ratna Pathak Shah's choice of roles often reflects her social
consciousness and commitment to addressing issues through theatre. She goes
towards narratives that challenge societal norms, provoke thought, and create
dialogue on pressing issues.

• Recognition and Awards: Ratna Pathak Shah's contributions to Indian theatre have
been duly recognized with numerous awards, showing her stature as a preeminent
figure in the theatrical landscape.

• Vision and Leadership: As a leading figure in the theatre community, Ratna Pathak
Shah also embodies qualities of vision and leadership. Her involvement in theatre
initiatives, advocacy for the arts, and collaborative endeavours demonstrate her
commitment to creating and advancing the theatrical ecosystem.
Makarand Deshpande

Makarand Deshpande stands as an important figure in the Indian theater industry,

known for his multifaceted contributions and unique approach to the performing arts.
Here's an in-depth analysis of his career and influence:

• Innovative Storytelling: Makarand Deshpande is known for his innovative and

experimental storytelling techniques, which goes beyond thee boundaries of
conventional theater. His works often mix elements of traditional storytelling with
contemporary themes, creating immersive and thought-provoking themes for
audiences.

• Actor-Director-Playwright: Makarand Deshpande's versatility shines through his roles

as an actor, director, and playwright. His ability to seamlessly transition between
these roles allows him to craft holistic and compelling theatrical productions that
resonate with diverse audiences.

• Exploration of Human Condition: Central to Makarand Deshpande's artistic vision is

the exploration of the human conditions. His works goes into the complexities of
human emotions, relationships, and societal structures, giving audiences insights into
the human experience.

• Experimental Aesthetics: Makarand Deshpande is renowned for his experimental

aesthetics, his use of non-linear narratives, abstract imagery, and immersive staging
techniques catches audiences and invites them to engage with theater in new and
unknown ways.

• Social Commentary: Through his theatrical productions, Makarand Deshpande often

offers social commentary on the issues faced by the society. From political satire to
introspective dramas, his works provoke thought, spark dialogue, and inspire
audiences.

• Cultural Ambassador: Makarand Deshpande's influence extends beyond the Indian

theater scene, as he actively participates in international collaborations and cultural
exchanges. His efforts to promote Indian theater on the global stage have earned him
recognition as a cultural ambassador for the performing arts.

• Empowerment Through Theater: Makarand Deshpande's commitment to

empowering aspiring artists and nurturing talent is shown through his mentorship
programs and workshops. He actively engages with emerging artists, providing them
with platforms to show their skills and express their creativity.

• Legacy of Innovation: Makarand Deshpande's legacy in the theater industry is

characterized by his innovation and experimentation. His unapologetic approach to
theater continues to inspire generations of artists, pushing boundaries of creativity
and redefining the possibilities of the performing arts and theater
Lillete Dubey

Lillete Dubey is a one of the main figures in the Indian theater industry, known for her
contributions and dedication to promoting contemporary theater.

• Directorial work: Lillete Dubey is known for her directorial and visionary approach to
theater. Her directorial artworks showcase a deep understanding of dramatic
structure, character development, and visual storytelling, captivating audiences with
their depth and emotion.

• Exploration of Social Themes:One of the main Lillete Dubey's artistic vision is the
exploration of social themes and contemporary issues. Her productions often delve
into topics such as identity, gender dynamics, cultural conflicts, and societal norms.

• Collaborative Endeavors: Lillete Dubey does collaborative endeavors and partnerships

with emerging and established artists. Through her collaborations, she creates a
culture of artistic exchange and experimentation, nurturing talent.

• Versatile Acting: Beyond her directorial works, Lillete Dubey is also known for her
versatile acting skills. Her performances contains a wide range of characters and
emotions.

• Promotion of Contemporary Plays: As the founder of The Primetime Theatre

Company, Lillete Dubey is dedicated to promoting contemporary plays and
playwrights.

• Cultural Ambassadorship: She actively participates in international collaborations

and cultural exchanges. Her efforts to promote Indian theater on the global stage have
earned her recognition as a cultural ambassador for the performing arts.

• Advocacy for Women in Theater: Lillete Dubey is an advocate for women in theater,
showing their voices and stories on stage. Through her directorial choices and casting
decisions, she wants to create opportunities for women artists and amplify their
contributions to the theater industry.

• Legacy of Excellence: Lillete Dubey has an unwavering commitment to artistic

excellence and social relevance. Her work serves as an inspiration for aspiring artists.
Anuradha Kapur

Anuradha Kapur is known for her contributions to the industry and visionary
leadership.

• Directorial Brilliance: Anuradha Kapur has a great directorial brilliance and

innovative approach to theater. Her directorial work showcase a unique blend of
traditional and contemporary elements, showing her deep understanding of
theatrical aesthetics and storytelling techniques.

• Exploration of Social Realities: Anuradha Kapur's artistic vision contains the

exploration of social realities and human experiences. Her productions often delve
into complex themes such as identity, power dynamics, gender roles, and cultural
conflicts.

• Experimental Endeavors: She pushes the boundaries of artistic expression. Her

willingness to explore new forms, styles, and theatrical languages has earned her
acclaim as a trailblazer in the Indian theater industry.

• Academic Leadership: As an academician and former Director of the National School

of Drama (NSD), Anuradha Kapur has played an important role in shaping the future
of Indian theater education.

• Cultural Ambassadorship: She actively participates in international collaborations

and cultural exchanges. Her efforts to promote Indian theater on the global stage have
earned her recognition as a cultural ambassador for the performing arts.

• Advocacy for Marginalized Voices: Anuradha Kapur is an advocate for marginalized

voices and underrepresented communities in theater. Through her directorial choices
and thematic explorations, she showcases the voices of the marginalized, shedding
light on their struggles, aspirations, and resilience.

• Commitment to Artistic Integrity: Her productions embody a fusion of creativity,

intellect, and emotional depth, captivating audiences with their thought-provoking
narratives

• Legacy of Inspiration: She is inspiring a new generation of theater practitioners to

embrace experimentation, social engagement, and artistic excellence. Her impact on
Indian theater continues to shape and define the cultural landscape of India.
Brand Positioning for Shatarupa Bhattacharyya

In the Indian theater industry, Shatarupa Bhattacharya emerges as a weaver of cultural

narratives and a voice for women and marginalized communities.

• Cultural Custodian: Shatarupa shocases the essence of cultural custodianship,

preserving and promoting authentic regional narratives through her theatrical
projects. Her productions serve as a power for preserving traditional storytelling
methods, music, and linguistic diversity, enriching the culture of Indian theater.

• Narrative Pioneer: As a narrative pioneer, Shatarupa challenges stereotypes and

shows the voices of women, marginalized communities, and diverse societal classes
through her theatrical portrayals. She goes into uncharted territories, discovering
lesser-known regional stories and bringing them to the forefront of the theater,
sparking conversations and inspiring change.

• Empowerment Advocate: Shatarupa stands as an advocate for women's

empowerment, both on and off the stage. Through her performances and thematic
choices, she uplifts the narratives of women, celebrating their resilience, strength,
and multi faced identities. She exudes a sense of empowerment, inspiring women to
embrace their stories, voices, and journeys with pride and courage.

• Artistic Innovator: As an artistic innovator, Shatarupa seamlessly blends traditional

storytelling elements with contemporary theatrical techniques, creating an
immersive and transformative experience for her audience. Her productions resonate
with audiences seeking intellectual stimulation, emotional depth, and a connection to
cultural heritage and human experiences.

• Community Connector: Shatarupa's work extends beyond the stage, creating

community connections and collaborations that goes beyond geographical and
cultural boundaries. Through workshops, dialogues, and partnerships, she nurtures a
an ecosystem of artists, scholars, and enthusiasts, creating dialogue, learning, and
creative exchange.

• Visionary Storyteller: Shatarupa is a visionary storyteller, creating narratives that

bridge the past, present, and future. Her productions serve as mirrors to society,
reflecting its complexities, triumphs, and struggles with honesty and empath. Her
brand positioning shows a commitment to authenticity, integrity, and artistic
excellence.
Brand Promises of Shatarupa's competitors

Ratna Pathak Shah

• Brand Promise: "Exquisite Performance Craftsmanship"

• Differentiator: Ratna Pathak Shah's brand promises exceptional acting and

performances that captivates the audiences with their authenticity and depth.

Makarand Deshpande

• Brand Promise: "Avant-Garde Theatrical Experience"

• Differentiator: Makarand Deshpande's brand promises avant-garde storytelling and

experimental theatrical experiences, challenges norms and ignite the imagination.

Lillete Dubey

• Brand Promise: "Contemporary Theatre with Cultural Depth"

• Differentiator: Lillete Dubey's brand promises contemporary theater infused with

cultural richness and depth, offering audience a journey into the Indian storytelling
methods

Anuradha Kapur

• Brand Promise: "Visionary Artistic Exploration"

• Differentiator: Anuradha Kapur's brand promises visionary artistic exploration and

depth, inviting audiences to engage with thought-provoking narratives that reflect
the complex human experience.

Shatarupa Bhattacharyya's Brand Promise

"Authentic Regional Narratives, Celebrating Women's Voices"

Differentiator: Shatarupa Bhattacharya's brand promises authentic regional narratives

that celebrate the diverse voices of women, offering audiences a theatrical experience
rooted in cultural authenticity and social relevance.
Shatarupa Bhattacharya promises to deliver the following key benefits and
values to its customers

1. Authenticity: Shatarupa's superpower lies in her ability to bring authentic regional

narratives to life on the stage. By staying true to the cultural roots and traditions of
diverse communities, Shatarupa promises to offer audiences a genuine and immersive
theater experience.

2. Empowerment: Shatarupa is dedicated to empowering women's voices and stories.

Through her performances and productions, Shatarupa promises to uplift and amplify
the voices of women from various backgrounds, showing their strength, resilience,
and everyday experiences.

3. Cultural Enrichment: Shatarupa is committed to enrich cultural understanding and

appreciation. By showing a diverse range of regional stories and traditions, Shatarupa
promises to engage audiences in meaningful cultural exchanges that show empathy,
understanding, and respect for diverse perspectives.

4. Social Relevance: Shatarupa stands for social relevance and awareness. Through
thought-provoking narratives and explorations, Shatarupa promises to spark
conversations and inspire reflection on social issues, contributing to greater awareness
for a positive change.

5. Transformative Experience: Shatarupa promises audiences a theatrical experience

that transcends entertainment. By delving into the complexities of human emotions,
relationships, and societal dynamics, Shatarupa's performances aim to leave a long
lasting impact.

In summary, Shatarupa Bhattacharya's superpowers lie in its authenticity,

empowerment of women, cultural enrichment, social relevance, and transformative
storytelling, which promises audience a deeply engaging and meaningful theatrical
experience.
Shatarupa's Voice and Tone as a theater artist

Her voice as an artist is, "authentic, inclusive, and inspiring".

She speaks with empathy and passion, connecting with her audience on a personal
level while maintaining professionalism and credibility. The tone is conversational yet
authoritative.

Key Messages

1. Empowerment Through Storytelling: Her stories empower individuals to embrace

their identities, voices, and potential, creating a sense of belonging and
empowerment.

2. Celebrating Diversity: She celebrates the richness of cultural diversity and

showcases the marginalized voices, promoting inclusivity, understanding, and respect.

3. Innovation and Creativity: She pushes the boundaries of traditional storytelling,

exploring techniques, formats, and mediums to captivate audiences and create
curiosity.

4. Advocacy for Social Change: She advocates for social justice, addressing important
issues and inspiring audiences to stand up for what they believe in and create a
positive change.

5. Authentic Connection: She forges authentic connections with her audience, creating
meaningful dialogue, reflection, and understanding.

6. Inspiring Action: Her stories inspire action, encouraging individuals to make a

difference in their communities and beyond, making a more just and compassionate
world.

These are the themes of the key messages to go across different touchpoints, including
social media, website content, promotional materials, and live events, ensuring
consistency and alignment with her values and mission.
Key messages for different touchpoints:

• Website Homepage:

"Experience the transformative power of storytelling on Shatarupa's stage."

"Explore women's narratives brought to life with authenticity and passion."

• Social Media Posts:

"Join us behind the curtains as we unveil the untold stories of women from diverse
backgrounds."

"Discover the magic of theatre with Shatarupa's captivating performances.

#WomenInFocus"

• Email Newsletter:

"Stay connected with Shatarupa's latest productions, workshops, and

behind-the-scenes insights."

"Subscribe to our newsletter for exclusive access to upcoming shows and special
events."

• Printed Brochures/Flyers:

"Immerse yourself in a world where every woman's story takes center stage."

"Experience the beauty of regional narratives and traditional music in Shatarupa's

productions."

• Post-Show Discussions:

"Join us for thought-provoking conversations on the themes and characters of our

latest productions."

"Engage with fellow audience members and explore the deeper layers of storytelling
with Shatarupa."
Join Shatarupa's theatrical journey, on her stage, where each character
breathes life into narratives often left unheard, where women's stories are
shown with authenticity and passion Experience the power of storytelling,
where every line spoken echoes in the resilience and triumph of the
human spirit. Welcome to Shatarupa's stage, where diversity thrives,
voices are amplified, and hearts are moved.

Shatarupa's stage, where voices rise,

Women's tales, reaching the skies.
Each character, a story untold,
In the spotlight, they unfold.

From high society to the streets,

Their journeys, their defeats.
With every line, they break free,
Challenging norms, for all to see