Importance Of Product Placement In Film

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Product placement in movie is defined as, promotional tactics used by marketers to influence and affect the consumer behavior in which characters in a fictional play, feature film, television series, music video, videogame use a real commercial product. Marketers pay movie makers or license a sum of money in order to have their product or brand name in the movie for a certain period of time. With the help of celebrity endorsement for a product brings a positive image towards the brand and influences customer/consumer behavior towards that particular product. Generally product price and its comparison with other product is not done, instead product or its logo or some parts of the brand might be highlighted. Movies are one of the prominent medium of entertainment in India. The status which a film star has in India shows the importance of films. The Indian film industry is 100 year old and it is world’s largest producer of films. It produces around 1,000 films a year and accounted for 1% of the global film industry revenue. Indians have the tendency to imitate their favourite heroes or heroines. They try to buy the product that are used or suggested by these actor or actress in the movie. The advertisers look for alternative ways to advertise, they go in search of different ways to reach audience. Currently product placement is a boon in Indian films where by both advertisers and producers make profit out of it. Product placement is not something new in Indian films. The

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