Brand Placement in Movies: A Successful Strategy for Brand Management

Abstract

Companies are constantly looking for new ways to market their brands to consumers as traditional media becomes swamped with advertisements. In this regards brand placement in movies is emerging as one of the key strategic marketing tool explored by many advertisers and corporate houses in recent times. In-film brand placement is becoming incredibly popular all around the world. Branding is evolving into a significant source of income for Indian movies as well. However, there are no proper strategic directions for the stakeholders about the outcomes of the brand placements in movies in India. The main purpose of the research is to analyze the outcomes of brand placements in South Indian movies. A Structural Equation Model was developed using SmartPLS to analyze the effect of the congruence, and significance of the plot on brand-event fit, and consequently on attitude towards the brand and purchase intention towards the brand. It was found that brand placements in South Indian movies have a significant influence on attitude towards the brand and consequently on the Purchase intention towards the brand. The outcome of the research is of great use to advertisers and companies and other stakeholders who intend to place their brands in South Indian movies.