Abstract
Every frame in a movie has an opportunity for branding. The marketers are now using movies to project the core values of their brands. In-film branding, in its most effective form, is about a brand being a part of cinema’s content. In this paper the study is undertaken to understand the attitude and interests of audience towards brands and branded products and the individual’s propensity to get influenced by brand image. This paper also analyzes whether celebrities in movies help in building awareness and wider reach of the brand. For this analysis, five films have been selected namely 3 Idiots, Krrish, Jab We Met, The Social network and Iron Man 2. The study indicates that brand placement in Hindi as well as English films is effective. The high recall, recognition and positive attitude suggest that brand managers are seriously looking at product placements in movies as a new vehicle for reaching to consumers.
Highlights
A little while ago we began to think about what makes some brands remarkable
The high recall, recognition and positive attitude suggest that brand managers are seriously looking at product placements in movies as a new vehicle for reaching to consumers
The new hotspot for corporate world is entertainment industry that is Bollywood and Hollywood( $10.89 bn), in other words we can say Indians are emotionally attached with movies so the best target of the corporate brands to make their products remarkably positioned in the eyes of consumers is known as in film branding
Summary
We got aboard with some research works and noticed that the brands we found noteworthy shared some common traits with the audiences so organizations are investing mammoth amount of time and money in understanding what makes their brands remarkable in minds of the consumers. Gone are those days where companies had to struggle to create and print advertisements. To clear out the concept the selection was made of these five films: 3 Idiots, Jab We Met, Krrish, The Social Network, and Iron Man 2
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