The survey findings reveal interesting details about the movie-watching habits of Indian youth. Though they cannot be generalized, the cues may help marketers to effectively deploy in-film product advertisements.
Out of over one billion population of India, around 47% are youths who are less than 20 years old. There are almost 160 million who are in their teens. This segment will explode to 55% by 2015. Around the world, it's the youngsters who keep the airwaves buzzing and the mobile phones ringing. The segment is so compelling; companies ranging from white goods manufacturers to FMCGs target the generation next.
Reaching them at the right moment and in the right context was an ordeal for marketers. Studies prove that, they are moving away from traditional forms of entertainment like watching television. When marketers were scouting for an alternative, in-film advertising emerged as a preferred option. Captive audience and uncluttered viewing space when compared to other media makes this medium more attractive.
As movies exert great influence on people of all walks of life in general and youngsters in particular, we undertook a study to measure the impact of in-film advertising on Indian youth in Baroda. A convenient sample of 100 respondents (50 male and 50 female) was selected to analyze, check movie habits, awareness level, and preferences towards in-film advertisements. |
