Brand placements: prevalence and characteristics in Bollywood movies, 1995-2015

Abstract

Brand placement is a growing phenomenon and contributes to the overall marketing communication plan. Despite its growth in the developed market, it is still in the nascent phase in emerging markets like India. This study performed content analysis to identify the prevalence of brand placements in the top box-offices hit Bollywood movies for 20 years in five-year increments. By doing so, the study aims to observe changes in the nature and characteristics of the practice in Asian market and be beneficial for the marketing scholars, advertisers, and practitioners. Results of the content analysis indicate that on an average, ten brands have appeared per film, with the association of the brand with the main characters as the most frequently used style. The study also found a recent trend among Bollywood movies to disclose/acknowledge the use of brand placement in its credit rolls. Also, top production houses have been found to be keen on placing brands in movies as it provides fiscal and marketing benefits for the brands placed, and the production houses and the practice is encouraged by the advertisers and the production houses that results in mutual benefits.

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