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Tumbbad Becomes Highest Grossing Re-Release Of All Time At India Box Office, Earning Over 2x Of Its Original Release: Ormax Media

MM Desk by MM Desk
October 21, 2024
in What’s Buzzing
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Tumbbad Becomes Highest Grossing Re-Release Of All Time At India Box Office, Earning Over 2x Of Its Original Release: Ormax Media

Tumbbad has emerged as the highest grossing re-release of all time at the India Box Office, collecting Rs 40 crores, which is more than twice the box office of its original release, as per Ormax Media’s The India Box Office Report: September 2024. 

As per the company, this monthly feature of Ormax Media tracks the performance of the various films released every month at the Indian (domestic) box office. Further, monthly reports are  published in the third week of the following month. 

Films that released in September 2024 grossed Rs 1,066 crores at the domestic box office,  making it the third-best month at the Indian Box Office so far this year. With a combined  share of nearly 60%, Devara Part – 1 and The Greatest Of All Time dominated the month, with no other film touching the Rs 100 crores mark, and only the Malayalam film A.R.M crossing Rs 50 crores. 

The cumulative box office for January to September releases stands at Rs 7,949 crores, which is 9.5% below the same period in 2023.

The chart below lists the top 10 films released in September 2024, based on their box office  performance in India. 

Devara Part – 1 emerged as the top-grossing film of the month, ahead of The Greatest Of All  Time. The success of both these films has been driven largely by their strong box office  performance in their respective home states, the report stated. 

Furthermore, Tumbbad’s re-release also surpassed the collections of the Tamil film Ghilli, which grossed Rs 26 crores upon its re-release in April this year. 

As of September 2024, four out of the top 10 films of the year come from Telugu cinema.  Devara Part – 1 becomes the latest addition to this list, which also has Kalki 2898 AD, Hanu Man, and Guntur Kaaram in it. 

For language share calculation, the language-wise box office of films releasing in multiple  languages is assigned to the corresponding language. However, for Hollywood, the data for  all languages is reported under the language head ‘Hollywood’.

The language share of Telugu and Tamil has increased this month by two percentage  points each, owing to the box office performance of Devara Part – 1 and The Greatest Of All Time respectively. Hindi’s language share has gone down from 40% last month (Jan-Aug)  to 37% this month (Jan-Sep), owing to a weak month at the box office, where the holdover  August release Stree 2 dominated. 

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Every marketer talks about building awareness, few have to build it without talking about the product. India's alcobev industry has spent decades navigating that paradox. Direct product advertising isn't permitted, making surrogate advertising only one part of the marketing equation. The bigger challenge has always been earning something no media budget can buy: consumers who become advocates for the brand. For Debasree Dasgupta, Chief Marketing Officer, Pernod Ricard India, that's the category's biggest truth. “Consumers will always be your biggest advertisers,” she said. It's a philosophy born out of necessity. But it has also shaped how alcobev brands think about marketing itself. “The principles of marketing are the same whether it's personal care, beauty or alcobev. What changes is the complexity.” That complexity, according to Dasgupta, isn't just about navigating regulations. It's about understanding consumers, managing a diverse portfolio, and ensuring brands continue to grow despite having fewer traditional marketing levers than almost any other consumer category. India remains one of the world's most tightly regulated alcohol markets, where brands have to navigate different state regulations, on-trade and off-trade ecosystems, and restrictions on advertising products directly. For marketers, that has meant learning an entirely different language of brand building. Marketing hasn't changed, The rulebook has Dasgupta's own career has prepared her for exactly that. Rather than following a straight path, she has moved across FMCG, health and hygiene, beverages and now alcobev, picking up different lessons along the way. “I think the beauty is that I didn't have a linear career path, and I think it was very deliberate and intentional.” Each company, she said, has added a different layer to her understanding of marketing. “Unilever taught me to be extremely consumer-centric and always keep the consumer at the heart. Reckitt taught me commercial discipline, that marketing needs to lead to commercial and business growth. PepsiCo was about how brands stay relevant in culture.” Bringing those experiences together at Pernod Ricard has reinforced one belief. “The principles of marketing remain the same.” The environment, however, certainly doesn't. While referring to India as one of the markets where alcohol advertising is prohibited, she said, “The regulatory landscape is quite complex. That's the piece that one needs to wrap their minds around as you navigate and ensure that you're able to drive business growth.” That complexity extends well beyond regulation. “At a portfolio level, it's important for us to understand what is delivering the present and what will deliver tomorrow,” she said. “Where is growth coming from today, and where will growth come from in the future?” When consumers become the media channel Perhaps the biggest difference between alcobev and traditional consumer goods lies in how brands create awareness. Unlike an FMCG company, Pernod Ricard cannot advertise its alcohol products directly. “So the disadvantage that we have versus CPG is we cannot advertise products,” Dasgupta said. “We are in compliance with the guidelines that exist today.” Instead, the company builds visibility through compliant brand extensions such as packaged drinking water, while investing in passion points like cricket, music and digital platforms. “For us, the brand extension is a compliant business in itself and we can advertise that. We continue to double down on social, digital and influencer marketing for those businesses.” Furthermore, Dasgupta went on to say, “What we rely on is on-premise advocacy. We rely on sampling. We ensure that our liquids are extremely high quality so that when the moment of truth happens, consumers really love the product.” That has also meant new launches take longer to build. “Awareness build-up is much slower because consumers discover the product at the point of sale. That's very different from an FMCG brand.” Which naturally raises another question: if brands can't advertise products, who does the selling? “The consumers will always be your biggest advertisers,” Dasgupta said. “If you walk into an outlet and see someone drinking, it gives you confidence in the brand.” Word of mouth, she believes, becomes one of the category's most powerful marketing channels. “In a category where you can't advertise the product, consumers become your champions.” That consumer-first philosophy also shapes how global brands are adapted for India. For marketers outside the alcobev industry, the constraints may seem daunting. For Dasgupta, they've simply reinforced a timeless lesson. When the product can't do the talking, the brand, and ultimately the consumer, has to.

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