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What is Bollywood Product Placement

Chapter 11
Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior
It is a cost-effective means of gaining global media. It is a unique way to familiarise consumer with brand and product and connect to audience with added benefit of association with the popular Bollywood films. It is important because it gives clues that why should we not ignore other revenue streams of the Bollywood films. Theatrical release of a film only generates a minor proportion of the revenue collection, with the major percent coming from ancillary markets such as DVDs, musical CDs and nowadays how film-corporate markets like Netflix, Amazon Prime absorb them including broadcasting through major TV channels and other licenses like computer games, merchandise, theme parks, etc.
Published in Chapter:
How Bollywood Filmdom Operates in India and in the International Arena: Consumption of Bollywood
Nandini Sen (Heriot Watt University, UK)
Copyright: © 2020 |Pages: 16
DOI: 10.4018/978-1-7998-3115-0.ch011
Abstract
The chapter discusses the influence and impact of product placement of Bollywood cinema. It examines the different strategies adopted in Bollywood movies for promotional purposes in India and internationally. It does an evaluation of the effectiveness of this type of communications, including deciding about travel destinations and concentrates on the viewer's recall on the consumption of the product and its impact on improving brand image. The chapter is also to understand the consumer buying behaviour in terms of Bollywood. It assesses the product placement of Bollywood in India based on its popularity and the diversity in the types of placements and was analysed using ethnography as a method tool. From the study it was observed that the importance of Bollywood movies on masses is evident in India and internationally. Consumers feel that the advertisements should be entertaining and the same should be conjoined with the storyline in order to convey the brand message in the best possible way. The chapter tries to locate the solutions and recommendations of the Bollywood film crisis.
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