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The Rs. 7,000-cr Hindi film
industry (Bollywood) has
been the hotspot for Indian corporates for many years, but
the latest Bollywood flick 3 Idiots has totally changed the way branding
is done in Bollywood and set new trends and records. In
Hollywood, film branding is done on a very large scale and with high intensity.
But in Bollywood, it is still at a nascent stage, and now, after 3 Idiots, its scale and intensity are only growing high.
The entire Indian customer base can be best targeted with a
powerful medium like Indian movies. More than 15 brands are associated
with 3 Idiots in the form of both In-Film-Branding and
Out-of-Film-Branding practices. As the movie is the biggest ever hit in and
outside India, the target audience are numerous and the brands
endorsed inside and outside the film have created a great impact on
consumers and influenced their buying decisions.
Film-branding is not the only means for promoting brands;
there are many other media to promote a brand. However, film-branding
is very cost-effective and creates value for the corporate, and that is
why many companies are breaking the clutter and moving towards
new audience with film-branding. Film-branding covers many elements
like product visibility, television advertising, outdoor
advertising, radio and press advertising. The brands can also increase
their visibility through merchandising film-based products at
corporate retail outlets. |
