Deconstructing the marketing strategy of Madame Tussauds in India.

It was in 2017 that we got to know that as a part of the India-UK Year of Culture in 2017, international wax museum and popular tourist attraction, Madame Tussauds, was going to open its new branch in New Delhi.

Madame Tussauds opened its doors in Delhi in December 2017 Since then it has been continuously ticking off each box of the classical P’s of marketing model to make greater inroads into the Indian market. The classical 5 Ps of the marketing mix are as follows-

P’s of Marketing Mix

Let us see how #Tussauds #Delhi appears to be cracking each one of these.

  • Product

The product mix here focuses on Music , Sports, Cinema all of which are sure crowd pullers in the Indian context. Cricket is a religion in India and we find the popular Gods of cricket Sachin, Kapil, Virat all showing up in the museum’s portfolio. Football too is a crowd puller and international stars such as Messi, Beckham make the cut.

Cricketers of India

The music gallery sees the presence of global icons such as Bieber, Gag, Jackson rubbing shoulders with Indian icons such as evergreen Asha to current favorite Diljit Dosanjh

Infact #Diljit #Dosanjh’s statue enveiling was a spectacular celebration in local culture resplendent with with dhol and bhangra .  Diljit is the 1st Turbaned Sikh to have a wax figure at #MadameTussauds.

Diljit Dosanjh – 1st Turbaned Sikh wax statute at Tussauds

The Bollywood gallery is expectedly one of the most popular attractions at Tussauds Delhi. Most famous Indian stars have their wax replica here. The names range from #Amitabh Bacchan, #SharukhKhan, #Salman Khan to popular heroines like Kareen Kapoor Khan, Katrina Kaif. #SunnyLeone India’s most googled person also makes the cut.

Amitabh Bacchan

Madame Tussauds in #London already has several #Bollywood figures, and is a favourite among Indian tourists visiting UK. “Ever since we introduced #Amitabh #Bachchan as the first Bollywood figure in Madame Tussauds, London in 2000, we have seen how Madame Tussauds appeals to the Indian consumer, and having a permanent attraction in the heart of the country’s capital made perfect sense for the evolution of the Madame Tussauds story,” #Merlin #Entertainment’s chief new openings officer, John Jakobsen, said in a statement.

In an earlier interview to the newspaper Hindustan Times, Fashion Designer – Masaba Gupta mentions “Clearly, there are two things that impact India —Bollywood and cricket. Designers and artists have caught on to the need of the masses and the classes alike, who like to dress like their favorite star. Similarly, directors have caught on to the need to develop and design a ‘look’ for their characters. Everything is done to ‘lift’ a character; the attention to detail is not just limited to a garment but to the entire look. ” It appears that Tussauds Delhi has clearly understood this obsession about the costume details of Bollywood celebs. So we see Kareena Kapoor Khan as Geet from the very successful fim Jab We Met. We also find Hritik Roshan dressed in his Dhoom avatar.  

A recent input into their product strategy has been to convert popular India cartoon duo Motu Patlu into star atrraction for kids at the museums. Best friends Motu and Patlu live in Furfuri Nagar and get into hilarious situations and adventures, often as a result of Motu’s clumsy actions. The cartoon series has a cult following amongst kids in India and is sure to be a crowd puller at the museum outlet in Delhi.

Mr Anshul Jain, General Manager, and Director, Merlin Entertainments India Pvt. Ltd. said, “Our endeavour has always been to give a complete and memorable experience to all our visitors. Motu Patlu are the most loved cartoon characters in India at the moment. Their presence at Madame Tussauds along with the other celebrity figures will further enrich the experience of Visiting families to the attraction.

Mr P.K Bajaj – Editor and Founder, Lotpot Group, said: “It is a great moment for us, as our most popular creation is being recognised in an internationally acclaimed attraction. We are elated and look forward to kids’ reaction while meeting their favourite stars. We are happy to launch a new Motu Patlu comic book today for children.”

Mr Aman Bajaj-Publisher and Co-Founder, Lotpot Group, said, “It feels great to see the final figure so real and mesmerising. Madame Tussauds team has done a fabulous job and it will be exciting to see the kids capturing live moments with their favourite Motu Patlu.”

  • Price

Price refers to the pricing strategy for products and services and how it will affect customers. Pricing decisions do not include just the selling price, but also discounts, payment arrangements, credit terms, or any other price-matching services offered.

In 2018 it tied up with Indian Railways to offer a lower-rate combo ticket entry to Delhi’s Rail Museum and Tussauds Delhi. For the railways the intent was to promote rail heritage tourism among domestic and foreign travellers. For the Tussauds team tying up with the National Rail Museum meant a potential increase in local tourist footfall since the two museums are just about 9 km away from each other This effectively means they are just about 15 -20 minutes way from each other.

Special summer offers & discounts such 35 % off on tickets, free entry for children under 3 years on a popular ticketing platform also ensure that reach of the pricing offers goes beyond traditional museum visitors. Online booking are encouraged for guaranteed and priority entries.


Promotion refers to the activities that make the business more known to consumers. It includes items such as sponsorships, advertising, and public relations activities.

It is a well-known fact that in India we have more of #family visitors and tourists than solo or only adult travelers. Thus specially messaging the family crowds send out a signal that this is a family friendly, kid friendly place and discounts for both adults and children ensure that everyone is able to enjoy the experience seamlessly.

They keep the promotional offers current and topical. On the day of the #India #Pakistan #cricket world cup match in Manchester here is the promotional offer post – connecting a century from #ViratKohli to a prize for 3 fans.


Place refers to where the product/service of the business is seen, made, sold, or distributed. In essence, place decisions are associated with distribution channels and ways of getting the product to key target customers.

It is important to consider how accessible the product or service is and ensure that customers can easily find you. The product or service must be available to customers at the right time, at the right place, and in the right quantity.

Specific promotional strategies are directed towards serendipitous discoveries via interstitial advertising on articles related to cricket, world cup which are both topical and popular  with the Indian crowd at present. Here is an example of the same from an English news website.

In a country where museum going is still a nascent culture such strategies help potential visitors to discover, try out new museum settings & experiences and thus go a long way towards building a steady & continuous footfall stream.   

Regal Cinema – Connaught Place

The fact that the museum is located at the Regal Theatre itself adds to the narrative of the museum. This is the Wikepedia entry on Regal Cinema – ‘Regal Theatre also known as the Regal Cinema was a single screen cinema hall and theatre situated in Connaught Place in New Delhi, India. The theatre, which was the biggest in New Delhi, was built in 1932. It served as a venue for ballets, plays and talkies. The Regal was also the site of theatrical premiere of Bollywood and Hollywood films. The Academy Award-winning Gone with the Wind had its Indian premiere at the Regal in 1940, films involving Raj Kapoor and Nargis also made its premiere at the theatre.

The Regal was the first in Connaught Place to screen Hindi films and fared on its own against competitors, such as the Chanakya which was established in the 1970s. The opening of the PVR Anupam, a four-screen multiplex marked the decline of the theater. As multiplexes started to gain widespread reception in the 2000s, the Regal Theatre resorted to screening B-grade Bollywood films to stay operational. On the last day of the theatre’s operation on 30 March 2017, the Raj Kapoor-directed films Mera Naam Joker and Sangam were screened. The building of the theatre, the Regal Building, was built in 1932. It was designed by architect Walter Sykes George and has three floors. In 1996, the first and second floors above the ground floor were sold to Madame Tussauds to open a wax museum in the building.The design of the building is a combination of Georgian and Mughal architecture.’

  • PEOPLE  

People are the most important element of any service or experience. Services tend to be produced and consumed at the same moment, and aspects of the customer experience are altered to meet the individual needs of the person consuming it.

Here is some actual feedback from ‘Tripadvisor’ on the staff and service at Tussauds Delhi

  • The staff is courteous and it is well organized
  • The place is nicely done up and staff is very very supportive and well trained. They help you in taking nice pictures with the statues. 
  • Staff was courteous and friendly, wish there was some cafe inside.
  • The staff are helpful 
  • Good place to spend a couple of hour in CP. The staff is good.

Have you visited Tussauds Delhi? How did you find it? Share your experience with us.

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