Perhaps for the first time in Hindi films, consumer research as a tool was used for making casting decisions. The film in question is Ekta Kapoor's home
production Rock The Shaadi starring Abhay Deol and Genelia D'Souza. The makers of Rock The Shaadi through their in house research cell
conducted research in 8 major cities of India to find out whom to cast opposite Abhay in the film. The sample size of audience was 600 in each city in the
age group of 15 -25. Abhay's pair with Genelia topped the likeability amongst other options. Abhay's pair with Katrina too was rated very highly. The
participants wanted to see these pairs. Abhay was a constant in these choices as he was already signed for the film.
Speaking on this unique way of casting, Ekta Kapoor says, "It came up during a brainstorming session with our co-producers and with senior members of
Balaji's motion picture team. We often use research at the time of pre-release marketing so why not extend its employment for casting as well! Research does
not give you right or wrong answers. It merely enables you to make a more informed judgment and decision. The call is not based entirely on gut. You are
actually engaging your end-consumer in helping you to decide what they are going to pay for eventually."
Commenting on Genelia as the female lead, Ekta says, "Genelia was one of our choices even before we did the research. We're glad the sample's choice matched
ours. She is extremely popular with the youth and families alike, which is further proven by the number of brands that she has endorsed."
More Pages: Rock The Shaadi Box Office Collection
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