Abstract
Abstract This article focuses on how the Indian entertainment industry has played a unique role in the marketing of ‘India Inc.’ to the outside world since the Government of India accorded ‘industry’ status to the business of filmmaking in 1998. Specifically, this article discusses how one of the biggest entertainment industries in the world survived decades of mismanagement to acquire the status of a highly sought-after marketing platform by different entities – both Indian and international. The author invokes special discussion on how the ‘marriage of convenience’ between the Indian film world and the game of cricket that added fuel to the marketization of India Inc. and concludes with several interesting ideas for future research.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
