Product Placement In Bollywood Films

Among many different communication sources, managers can use product placements as means to communicate products, services, and brands to the target audience. For example, in a scene in the Bollywood movie ‘Bodyguard’, the actress is shown getting out of an Audi Q7. Product placements, “the purposeful incorporation of a brand into an entertainment vehicle” (Russell & Belch 2005:74), have therefore received great interest among marketers. Product placement is used by movie makers in different ways. Sometimes, the placements are just free props used in the film by the director in order to tell the story, and at other times product placements are partnered with the movie. In this article, we treat each of these product placement types equally,

IT has been widely used in the West & various studies have been undertaken for the same. But, the Indian filmmakers haven’t still incorporated this practice completely. Due to which, the marketers are unable to exploit this huge opportunity. This study is needed to aid marketers in decision making and also, to promote the practice of product placement.

This thesis aims at finding the influence of movie genre on product placement in Bollywood. It is an untapped field especially in the Indian cinema and not much research has been done on this topic. The research also showed the attitude of the audience towards the product placement itself.

1.3 INDUSTRY ANALYSIS

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