Link: http://www.atypon-link.com/INT/doi/abs/10.1386/ncin.4.3.197_1?

journalCode=ncin
Date: 05.01.2010

Title: Trendsetting and product placement in Bollywood film:

Consumerism through consumption
Authors:
Coonoor Kripalani
The University of Hong Kong.
ckrip@attglobal.net
*Contact: Centre of Asian Studies University of Hong Kong, Pokfulam Road, Hong
Kong.
Keywords
in-film brand advertizing, consumerism through consumption

Abstract

This paper looks at the relatively new practice of in-film advertizing in popular Hindi films.
Acknowledging the impact of popular films and iconic stars since the 1940s and 50s on styles,
trends and ideology, the paper explores how this powerful medium is now being used for product
placement and brand endorsement in India. Appealing to the rising affluence of Indian audiences,
branded goods are most likely to appear in films such as high-end luxury consumer goods like
mobile phones, cars and motorcycles. Realizing the potential of celebrity endorsements and the
advantages of in-film placements, the advertizing industry views movies as the optimum medium
for building brands. Equally, the film industry is happy to accommodate in-film advertizing as it
serves to defray production costs, as well as the costs of marketing and promoting films. This
trend, which is likely to grow, encourages consumerism through consumption in a growing
market economy.

Emerald
Title: Product placement in Bollywood movies
Author(s): Sukhbinder Barn
Journal: Marketing Intelligence & Planning
Year: 2009 , Volume: 27 , Issue: 7, Page: 976 980, ISSN: 0263-4503
DOI: 10.1108/02634500911000252
Publisher: Emerald Group Publishing Limited
Abstract:

Purpose The purpose of this paper is to illustrate the way in which product and brand
placement function in the Indian film industry.
Design/methodology/approach The case study is based on extensive field work conducted by
the author in India, including interviews with many film industry figures.
Findings Product 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/value As 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.
Keywords:

Brand awareness, Cinema, India, Product positioning

Article Type:

Research paper

Article URL:

http://www.emeraldinsight.com/10.1108/02634500911000252

Science Direct
Effectiveness of brand placement: New insights about viewers
Jean-Marc Lehu and Etienne Bressoud
a
Paris 1 Panthon-Sorbonne University, CEREM, 17 rue de la Sorbonne 75005 Paris,
France
b
European Business School Paris, IREBS, 37-39 boulevard Murat 75016 Paris, France

Abstract
Since traditional media have become saturated, the technique of product placement
has been attracting growing interest. This research explores new insights
concerning viewers' reactions during a second viewing of a movie. A sample of 3532
French viewers of DVDs has been used to link the way the movie was chosen,
viewed and appreciated (or not) with a spontaneous brand placement recall, the
day after the film was watched at home. Results make a contribution to
strengthening professionals' interest in the technique, and to adding to academic
knowledge of the topic. A first viewing of the movie at the cinema improves brand
placement recall, as does watching the movie at home on a large home cinema
screen. Such an improvement also occurs when a DVD movie is chosen either
because of the movie director or when the viewer likes the movie.
Keywords: Consumer; Product placement; Brand placement; Movie; Film; Brandedentertainment; Spontaneous day-after recall
Article Outline
1. Introduction
2. Brand placement in movies
2.1. The reasons for product placement growth
2.2. Modalities and effectiveness of a product placement
2.3. Research objective
3. Hypotheses
3.1. Second life of the placement
3.2. Spectator's attitude towards the movie
4. Research design
4.1. Data collection
4.2. Measurements
4.3. Methodology
5. Results and discussion
5.1. Extended time potential for product placement
5.2. Benefits from spectators' positive attitude
6. Main managerial implications
7. Limits and further possible research
8. Conclusion
Appendix A. Table of statistical results
References

In Film Advertising aims and Objective

AIMS AND OBJECTIVE
Study Rationale:
Effectiveness of In-Film Advertising
Consumer Behavior and Advertisers Behavior towards In-film Advertising
Exploring product placement opportunities offered by the mainstream Hollywood
and Bollywood movies, by understanding their nature, the audiences they serve and
benefits the industry aims at with respect to the placed product.
Study Objective:
To test the effectiveness of brand placement in movies both from the consumers
and the advertisers perspective.
To understand the advantages and the drawbacks faced by the producer as well
as the advertiser.
To understand the factors taken into consideration when placing an ad in a film by
producers and advertisers
To understand the importance of correct placement of the products in the films.
Analyze the extent and nature of product placement as it presently occurs within
the Hollywood and Bollywood movies.

Significance of study:
The industry provides a significant opportunity for strategically planned brand
placements, but there is little evidence of academic research in brand placements
effectiveness or consumer attitudes within Bollywood cinema to-date. This research
is aimed at providing an overview of current product placement research in
Hollywood cinema with a view to examining the lessons that can be learnt by film
producers and brand managers looking to formalize product placement strategy in
Bollywood productions.
Research Methodology:
The method of research for this paper is a mix of data collection and quantitative
analysis. The quantitative analysis would involve collection of statistical data
available from the users and demographics details over a period of time, in this
case November - December, 2007. In all questionnaires will be administered to 150
respondents.
Methods of data collection will also include interviews with the marketers of
different companies to gather information on their views on product placement in
movies....