Remarkable ‘Marca’ in Houseful Movies

Abstract

Every frame in a movie has an opportunity for branding. The marketers are now using movies to project the core values of their brands. In-film branding, in its most effective form, is about a brand being a part of cinema’s content. In this paper the study is undertaken to understand the attitude and interests of audience towards brands and branded products and the individual’s propensity to get influenced by brand image. This paper also analyzes whether celebrities in movies help in building awareness and wider reach of the brand. For this analysis, five films have been selected namely 3 Idiots, Krrish, Jab We Met, The Social network and Iron Man 2. The study indicates that brand placement in Hindi as well as English films is effective. The high recall, recognition and positive attitude suggest that brand managers are seriously looking at product placements in movies as a new vehicle for reaching to consumers.