Learning outcomes Students will be able to: Case overview/synopsis 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. Complexity academic level This case is designed for postgraduate students, particularly those specializing in Marketing and Strategic Marketing. Supplementary material Teaching notes are available for educators only. Subject code CSS 8: Marketing
Revanth Kumar Guttena (Wed,) studied this question.