Evaluating the Impact of Bollywood's Promotional Strategies on Audience Engagement in the UAE

Abstract

This study critically evaluates the impact of Bollywood's promotional strategies in the UAE, a market characterized by a significant South Asian diaspora and a multicultural audience. Bollywood's promotional approach blends traditional media with digital platforms like YouTube and Instagram, successfully localizing its campaigns to align with regional preferences. Survey data from 433 respondents indicates that 58.1% perceive Bollywood's marketing as tailored to the UAE. Creative tactics, including star-driven promotions and visually compelling trailers, have significantly boosted audience engagement, with 49.5% of males and 46.8% of the total population acknowledging the positive influence on their viewing experience. Furthermore, Bollywood's adaptive responsiveness to audience feedback, noted by 49.5% of males and 45% of females, underscores its sustained relevance in a competitive global media landscape. This strategic adaptability not only reinforces Bollywood's entertainment value but also cements its role as a major cultural force within the UAE.