YRF continues to expand its activities in the following fields:
1. MUSIC VIDEOS / ALBUMS
Having successfully made music videos
of top Indian artistes like Lata Mangeshkar, Pankaj Udhas and others, an ongoing expansion in this field continues. Yash Chopra was handpicked by the then Indian Prime Minister, Atal Bihari Vajpayee to create a music video of one of his poems sung by Jagjit Singh and filmed on Shahrukh Khan.
The creative team at YRF specializes in making documentaries of archival film material.
2. AD CELL
Having created some of the most popular ad films for companies like Hindustan Lever and Dabur earlier, YRF also has an ‘Ad Cell’ – exclusively dedicated to the production of advertisements and TV & Film commercials. YRF’s creative excellence, technical skills, production values and artist goodwill puts it in the ideal position to expand its services into the ad arena. One of the most memorable series of ad films to be shot under the 'YRF Ad Cell'
was for Dabur (for its range of Ayurvedic and health products), which starred one of India’s biggest superstars, Mr. Amitabh Bachchan. The 'YRF Ad Cell' won the coveted RAPA Award
for the Dabur Chyawanprash campaign (for the year 2004) and the Dabur Hajmola campaign (2005) and the Dish TV campaign (2008). Additionally, the popular “Dhoom Dhoom” (Tata Young) music video made under YRF Ad Cell also won a RAPA Award for the best music video (2005).
3. DESIGN CELL
The Design Cell of YRF created the very popular publicity campaigns
of all its latest releases: Chak De India, Ta Ra Rum Pum, Aaja Nachle, Dhoom:2, Fanaa, Kabul Express, Bunty aur Babli, Salaam Namaste, Neal ‘n’ Nikki, Veer-Zaara, Hum Tum, Dhoom among a host of other films, and will continue to do so for all forthcoming films of YRF. Additionally, the YRF Design Cell also created the publicity campaigns of some films from outside banners like Mangal Pandey – The Rising, Maqbool, Supari, Charas among others. The Design Cell continues to create innovative designs for all new DVD, VCD, and Audio releases of YRF, and also all its internal publications like Books, Calendars etc.
YRF’s Marketing team has been acknowledged for its dynamism in creating a new wave in marketing of films. An integrated effort goes into the positioning of each film as a product for a target audience in a country as culturally diverse as India. In recent years, such marketing efforts have yielded visible results in YRF’s movies receiving largest openings in the era of the multiplex boom that has gripped India.
The team has won Awards and received accolades
particularly for the Marketing campaigns of Rab Ne Bana Di Jodi, New York, Hum Tum, Dhoom, Bunty aur Babli and Dhoom:2.
5. DIGITAL & NEW MEDIA
YRF has a very popular Website showcasing all its activities. The company has successfully been able to use the Internet both as a means of communication, as well as a revenue-generator since 1997, when it was one of the first film production companies in India to launch its own Website.
YRF’s “revamped” Website was launched by Microsoft’s Worldwide CEO, Mr. Steve Ballmer in November 2006, marking the advent of a new era for Indian entertainment consumers.
The YRF Website gets around 20 million hits every month
on average. At peak periods, the site has seen the hits go up to the range of 35 million a month. The YRF Website bagged the “Best of Film Category Award at the International Web Page Awards” and was also selected among the "Top 25 Must Visit Indian Websites".
The division is responsible for the business development aspects in the Digital & New Media space; with the objective of deriving new revenue streams through the ever-emerging digital medium. Apart from YRF’s Corporate Website, this division also maintains YRF’s other online properties www.yrfstudios.com
in-house itself and also handles online marketing aspects for its movies all across the Internet and social networking sites.
6. MOBILE CONTENT
YRF movie content is also used to create exclusive Mobile properties across various categories for mobile downloads. With various strategic partnerships in place with key mobile operators across the world, YRF's mobile properties are one of the most popular
in their respective categories. These include Mobile Ringtones, True/Sing tones, Wallpapers, Games, Picture Messages, Operator Logos, among others. The evolving mobile technology, coupled with YRF's dynamic expansion plans, shall ensure continual growth prospects in this sphere.
7. LICENSING & MERCHANDISING
YRF’s Licensing Division
ensures that its vast repertoire is protected under the Copyright Act. A monitoring service is in place to ensure that there is maximum realization of copyright revenues due to the Company when its repertoire is used by outside parties. In sync with this, the Licensing Division has also entered into MOU’s with several TV channels. With growing demand for licensing of YRF’s audio and video repertoire, this division plays a crucial in revenue exploitation of its popular content.
Characters from Yash Raj Films have become embedded in public memory – their costumes, their persona and all that goes with it! Fans eagerly await a Yash Raj Film to emulate its leading characters and take home with them souvenirs, so that the film continues to live with them. YRF’s Merchandising Division
has successfully created merchandise properties of its movies like ‘Dhoom:2’, ‘Fanaa’, ‘Ta Ra Rum Pum’, ‘Laaga Chunari Mein Daag – Journey of a woman’ and ‘Tashan’ among others. With an enviable catalogue of films, as well as the varied genre of films under production and also being planned for the future, the division aims to tap into this niche segment of Merchandising.
8. EQUIPMENT DIVISION
YRF has its own in-house Film Equipment Division
which caters to all the lights, camera and sound needs for all shootings.
9. TALENT MANAGEMENT
YRF has its own in-house Talent Management Division
which looks after all endorsements, events, appearances, films and personal PR of artists managed by us, which include Rani Mukerji, Ranveer Singh, Anushka Sharma, Parineeti Chopra, Arjun Kapoor, Saqib Saleem, Rhea Chakraborty, Sushant Singh Rajput, Ayushmann Khurrana, Vani Kapoor, Sasheh Agha, among others.