Product Placement in Bollywood Movies - How the Movies We Watch Affect What We Buy?

Abstract

Product placement is the incorporation of commercial content into noncommercial settings, that is, a product plug generated via the fusion of advertising and entertainment. This paper aims to study the memory effects of Product Placement in Bollywood movies, with simultaneous comparison between product placement and traditional forms of advertising, analysing its impact on the viewers, variables that impact the effectiveness of product placement such as creativity, subtlety, recollecting-capacity and impact. Furthermore, we also study the ethical concerns associated with it. Considering the rising importance of product placement, viewers' attitudes towards product placement in Hindi movies and TV serials is studied in this report. The report highlights the influence of the product placement on viewers and their attitude towards it. The study also explains the ethical issues related with the acceptance of product placement in the movie. The purpose of this paper is to examine product placement in terms of its definition, necessity of product placement, multiple variables that impact the effectiveness of product placement and the ethics of product placement.