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In a conversation with The New Indian Express, Catalyst Entertainment Consultancy Chairman and Managing Director Vivek Ramadevan spoke about his journey in celebrity management and his approach to film marketing in Malayalam cinema.

Reflecting on the early days of his career, Vivek recalled how he was introduced to the idea of celebrity management and went on to work with talents including Padmapriya, while also discussing the importance of understanding an artist’s aspirations and long-term career.

The interview also explores his approach to film marketing, where he emphasises the need for strategic planning, audience understanding and early involvement in a project. He discusses campaigns for films including Ezra, Godha, Aadujeevitham and Guruvayoor Ambala Nadayil, along with his thoughts on marketing budgets, theatrical trailers, social media influencers and the risks of undermarketing.

Vivek also shares his perspective on handling public backlash, building an actor’s personal brand and why consistency in a long-term career strategy matters even when controversies arise.

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