Repositioning

 For a brand of any kind, repositioning involves changing its perception by the targeted market segment. 

For Hindi films, these are some examples-

the character of a bandit/daaku/dacoit used to be a dhoti clad, moustachioed character carrying a longish rifle for many years -until Gabbar Singh came along in Sholay. Tht changed the perception of the villager-dacoit. This one was more sophisticated.

The hero never got into comedy..there was always a separate character doing comedy, until Amitabh and his drunken solos came along. The hero became an all-rounder, and did everything himself- dancing, comedy, action.

Same with the heroine, to some extent. She also tried out her vampish side, becoming a grey character, a seductress, etc. And did 'Item' numbers in others' films too.

Indian films themselves used to be technically backward in special effects etc. Bahubali and the recent crop like Robot, RRR etc. have changed that perception too. Though song and dance rules, as before. Natu, natu..