Abstract
PurposeThe purpose of this paper is to illustrate the way in which product and brand placement function in the Indian film industry.Design/methodology/approachThe case study is based on extensive field work conducted by the author in India, including interviews with many film industry figures.FindingsProduct placement is pervasive in the Indian film industry, but there can be tension between the artistic goals of the film director and the commercial goals of the brand owner.Originality/valueAs far as is known, this is the first case study to address product and brand placement in the Indian film industry. Since this is the largest film industry in the world, this represents an important contribution to understanding the interface between commercial interests and artistic direction.
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