Amit Khanna, the man who coined the term "Bollywood", is of the firm view that segmented marketing is the need of the hour.

"We need to realise that even as Karan Johar's 'Kabhi Khushi Kabhie Gham' works in certain pockets of the world, the films of, say, Kerala's Adoor Gopalakrishnan and Assam's Jahnu Barua also have takers in certain other pockets.

"Of the 1,000 films that India produces, only a small handful will make money globally and in the domestic market. An overwhelming majority of the films will work in only specific niches. Hence, it is imperative for each film to get its target absolutely right," Khanna added.

"Baabul" preferring to promote its intense family drama in overseas territories could well be a step in the right direction that will help film exports this year cross Rs.15 billion.