In-film advertising is catching up in India as media spend within a decade increased from a mere Rs.8 cr to Rs.72 cr per annum. The article evaluates effectiveness of product placements. Scene: Akshay Khanna is standing in his electronic goods showroom and he receives a call from Paresh Rawal. Akshay mentions the name of the brand name for which he is the dealer in the movie. Can you name the brand name?

The participants got the answer right for the first question whereas they faltered in question number two. But more than 80% of the audience got the answer right for both the questions. And great, even you got them right. Hritik was happy to see his "Avon" bicycle whereas Akshay felt proud running his "Videocon" showroom. Today, you just think of any movie and I am sure you will be able to name a few brands that featured in it. Marketers want to catch your attention wherever you go.

In today's media cluttered environment where consumers use the power of remote control to ignore the advertisements on their televisions, marketing managers are looking for innovative strategies to bring their brands closer to you. One of them gaining popularity in India is "product placement."