Thread by @KungfuPasmanda

1. Making religious content is not a great idea in India as people do not like religious content more than non-religious content

SHOCKED?

(That doesn't mean religious content doesn't sell. This I will explain later.)

2. People, however, dislike religious content from

other religions (out-group).

Above is based on our research conducted in 2012 in the context of advertisements containing religious contents.

That's why when people use religion to sell things, say #Adipurush, I'm quite skeptical of its success.

However, when they otherise and polarize against other religions, the chances of success significantly increase.

Isn't it like saying that people don't love their religion but they hate others?

emerald.com/insight/conten…

I'm not saying religious content won't succeed in Indian market. I'm saying that they will have similar chances of success as non-religious content i.e. on their own merit. If the content is good, it will be liked by people.

Perhaps that's the reason why Kerala Story

is loved by RW but #adipurush is not. People are treating Adipurush on its own merits, dialogues, VFX, acting and so on. Isn't it interesting that filmmaking and movie quality was never a talking point in the case of Kerala Story!

For the research above, data was collected in 2011-12 and we published the research in 2016.