The Importance Of Product Placement In Bollywood

The Bollywood film industry has always been classified as a 2-way street where the customs and culture of society have been displayed and reflected in a manner that are meant to showcase the Indian traditions. While Amitabh Bacchhan has been the poor man’s voice, Sharukh Khan has been an idol for the younger generation. While shifting from the regular practice of just a brand placement technique for advertisement, producers have shifted to storyline integration making the placement more meaningful and productive. As such, product placement continues to be an important methodology within IMC where advertisers push their product into content more aggressively than ever before. Through this technique of product placement, customers are targeted

The possible advantages and dis-advantages of the in-film advertisement in Indian movies are a new hype now. It gives an opportunity for the Corporates and advertisers to reach the lighter consumer segment and the masses that are based on their product types through diverse genres of movies in India. It enables them to leverage on the Emotional prospect of the customers, free-nature quotient and psychological impact of the films on the Indian customers. Thus, Product placement is evolving out to be one useful form of marketing communication tool. The research is aimed at analyzing the effectiveness of in-film product placement in Bollywood industry. While acknowledging the measure of popular and evergreen Hindi films and the iconic super-stars emerging since 1940’s and 50’s on the trends, styles and ideologies , the research explores how this medium is used for product placement and endorsing brands in India. Appealing to the rising affluence of the audiences in India, brands are most likely to be showcased in films like mobile phones, cars and motorcycles. Estimating the potential of celebrity indulgence and benefits of in-films placements, the advertisers seek movies as an optimum source for building brands and perceptions in the

Indians are beginning to drink at much younger age as alcohol consumption is gaining acceptability, and there is a range of products to choose from. A new report from the Public Health Foundation of India (PHFI) has raised concern over the spectra of alcohol related diseases in the country. Alcohol consumption, like tobacco, is on the rise in emerging economies such as India and China. It seems both the fraternities of cinema are adopting similar marketing tactics to reach out to newer customer segments -youth and women. Nudging the viewer into recalling and recognizing the brand at the time of purchase is the aim of such product placement. The PHFI report points out, Alcohol brands are presented actively and sometimes passively. Cocktail, the Indian movie released in the year 2012 is one such example of active presentation in which certain multinational alcohol brands were showcased. References to alcohol are becoming common in blockbuster movies, particularly in songs. Recent examples include "Daaru Desi" ( Cocktail), "Humka Peeni Hai" ( Dabangg), "Aayi Chikni Chameli ....Pauva Chadha Ke Aayi" (Agneepath), "Talli Hua" ( Singh is King) and "Talli ho gayi" ( Ugly Aur