Second Lady Samira Bawumia Advises Kumkum Bhagya Agitators

Ghana’s Second Lady has a message for those criticising her ‘endorsement’ of Indian Soap Opera Kumkum Bhagya.

She has advised local movie producers to learn best practices from foreign movie industries to enable the Ghanaian movie industry to develop further.

See Also: Ghana’s Second Lady Samira Bawumia Meets Kumkum Bhagya Crew in India

Samira’s reply comes after a section of the Ghanaian public criticised her for posing for photos with actors of popular telenovela ‘Kumkum Bhagya’ in India some weeks ago.

While in India, the Second Lady visited the casting crew of Ghana’s favorite TV show and took pictures with them. Her visit became known after Shivabi (the character Pammi in the series) posted a photo of herself together with the Second Lady on Instagram.

Samira’s visit, however, did not augur well with a section of the public who were of the view that it was in a way endorsing the long running Indian soap opera to the detriment of Ghanaian local movies.

Their grief was also fuelled by rumors that the Second Lady was the number one Kum Kum Bhagya fan in Ghana.

Following the backlash, the Second Lady proffered some advice to local movie producers to learn from strategies of the foreign movie industries that have given them the upper hand.

See Also: Kumawood And Ghallywood: A Look At the Distinctions and Similarities

Speaking to the press on the sidelines of the Black Star International Film Festival in Accra, Mr. Bawumia argued that foreign producers have been able to meet the demands of consumers in Ghana hence their dominance on the Ghanaian market.

She said that instead of pointing fingers, Ghanaian producers should rather find out why the consumers prefer foreign soaps in the likes of Kumkum Bhagya and others.

Discovering these strategies she pointed out, will help the Ghanaian movie industry identify the lapses and work on them to improve.

We don’t have to reinvent the wheel. I believe that you learn from others who are doing well. So we should look at what they are doing, what the Ghanaian consumer wants and give them that.

Samira Bawumia noted that the entertainment world is a competitive market and encouraged local producers to strive to meet the expectations of movie lovers.

This she explained, is a sure way of ensuring that Ghanaian movies become competitive on the global market.

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