Volume V Special Issue II May 2025

Name of Author : Keerthi Krishna G

Title of the paper : Role of Branding in Keralas Theatre Arts An Effective Tool in the Post Production Phase

Abstract: Kerala has a rich theatre tradition, ranging from classical art forms like Koodiyattam and Kathakali to modern experimental theatre. However, the production phase of these performances often lack structured branding efforts, leading to limited audience retention, and financial viability. Branding in theatre is a critical tool in the post production phase which helps in enhancing audience engagement, sustaining enthusiasm and generating more revenue. In Kerala where traditional and contemporary theatre co exist, post production branding strategies can play a critical role in revitalising interest in theatre arts. The Study explores how branding strategies extend the life cycle of theatre productions beyond initial run and also emphasises the need for Keralas Theatre industry to adopt innovative branding strategies to ensure financial sustainability and wider audience reach in the digital era. By developing a strong brand identity, theatre houses can increase shows and more reach to the community to grab more opportunities, thereby maximising profitability. The finding states that integrating sound branding strategies into post production processes is vital for every theatre organisation, seeking to expand their audience base and achieve long term success in a competitive entertainment market.

Keywords : Theatre arts, branding, audience, brand identity, digital era, modern theatre

DOI :

Page Number : 34-38