Critical Study of Branding in Films: Correlation of Brand Promotion, Brand Awareness, Brand Usage, and Brand Recall with Consumer Buying Intensions

In this paper, the influential factors of product placement in hindi movies used as a marketing communications practice will be discussed, and the correlation amongst product promotion, product awareness, product usage with product recall shall be established through regression analysis of the data collected using proper channels. Today’s marketers are vastly spending on product placements in films because they are perceived as a advantageous when advertisement is in the storyline which is hard to miss for viewers. The objective of this paper is chiefly to evaluate brand placement in hindi films as compared to the commercials on television and its effect on buying attitude of the audiences, for exploring the brand awareness degree created by brand placement on the minds of the viewers and to examine the impact of the type of usage done while placing the brand in films.