To read this content please select one of the options below:

Product placement in Bollywood movies

Sukhbinder Barn (Department of Marketing, Middlesex University, Hendon, UK)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 23 October 2009

3422

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

Citation

Barn, S. (2009), "Product placement in Bollywood movies", Marketing Intelligence & Planning, Vol. 27 No. 7, pp. 976-980. https://doi.org/10.1108/02634500911000252

Publisher

:

Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

Related articles