Effectiveness of Product Placements in Indian Films and its effects on Brand Memory and Attitude with Special Reference to Hindi Films

Abstract

Product placement refers to the practice of including a brand name, product, package, signage or other trademark merchandise within a motion picture, television or other media vehicles for increasing the memorability of the brand and for instant recognition at the point of purchase. Media planners and brand marketers are looking for alternative media vehicles to reach customers with a distict message to increase the brand name. This is a growing trend in Indian Films for various reasons. This paper highlights the basic reasons for placing products and brands in films with special reference to hindi films and the effectiveness of these placements as a tool for enhancing the recall value of the brands in the long run, This paper proposes a category of placements that can be used by brand marketers to put their brands in the films and identifies the caveat for putting the brands in the films. This paper suggests about the modality of plot connections in bringing congruity in the presentat...