Brand Placement in Bollywood Movies

stigmatise berth in Bollywood MoviesDo the Consumers encounter sensitize towards the denounces by the place stance in Bollywood Movies?AbstractThe commit of crossroad stead is seen everywhere in media across the world and is right away ubiquitous. The aforementi wizardd(prenominal) suffice of Product attitude in Bollywood is non newborn and the practice of placing the point of inter component places in the bollywood pictures is seen from the time of first 1970s. The photographic films produced in last ten date atomic field forth 18 seen with a stripe of crossing localization and the practice of strategic anyy planned proceeds post has grown to a major(ip) effect in Indian photos (bollywood). The practical implication of the regularity actings of return locating is show in the Indian Cinema srailway carcely at that place is scarce all substantial evidence present for the harvest localisation and its strategies in Bollywood. The explore pre sents an overview of the strategies adopted by Hollywood for the ingathering view and consolidates the technique of point of intersection spatial relation with the practical deformity office done in bollywood by assessment of a recently released bollywood movie Blue. The fools laid in this movie ar categorize on the basis of the systems of categorisation derived from the theories which argon cadaverous from the books based on Hollywood. The main objective of this enquiry is to drive push with whether or non the consumers atomic number 18 sensitized by the practice of crisscross arranging in bollywood, and if yes then which is the method which scores to the highest degree number of recalls of stakes shown in bollywood movies.The findings of this area indicate that the Indian consumers do get aware from the markers shown in the bollywood movies. The findings are based on the empirical study derived from three main methods which are used in this dissertation f or the show of entropy, those three methods are Case study, semi-structured interview and gesturenaire. The investigation led to the dissimilar findings as well which were indicating that the initialize of bollywood is very unmistakable than the do of Hollywood and b smokestack arrangement tin be experimented much more(prenominal)(prenominal) freely as there is another proportion of music in the bollywood movies vane fix in the bollywood movie Blue investigated as a cutting study provided a 100% recall on the provoker kiley Minogue who was fixed in a song recalls from such(prenominal) view are assumed to be long lasting as the songs are shown on satellite television generating frequent encounter. No theories or methods are undercoat on this kind of post as the methods are derived from Hollywood format of which is diametrical and does not includes songs. Dissertation concludes with providing the limitations of the interrogation and directions for future qu estiones.CHAPTER 1 creation1.0 SynopsisThis chapter provides with the introduction of the subject of the seek and too looks at the oscilloscope of the topic in brief. This chapter throws light on why I con squiffy chosen to work on this topic and what are the aims and objectives of the inquiry make. This chapter takes into narration the summary of chapters in the content which are to be followed however cumulus in the dissertation.1.1 enquiry BACKGROUNDIndian Film Industry in addition popularly known as Bollywood is one of the biggest movie house making industries in the world and is the only other film making exertion which post stand against Hollywood. Mishra in his work says the massive size of Indian moving-picture show is obvious from its statistics eight hundred films a course of study shown in more than thirteen thousand predominantly urban cinemas, viewed by an average of cardinal million people each day and exported to more than hundred countries. Mishra (200 2, pp.1) having considered this data which has grown to even much bigger numbers in year 2009, Indian Films have become one of the biggest instruments of mass communication. The commercial breaks on the satellite television are now avoided by the viewers as the number of channel on television have increased to extensive extent which gives liberty to the viewer to flip to a channel which is more inte sojourning and avoid the advertizement, the technology give the viewer the privilege of record the programs with place commercial breaks as well, f actors like these has open portals for movies to become a new carrier for note promotional material. Being a mass media of this enormous magnitude, Bollywood has a lot of potential and a signifi messt number of opportunities for In-Film planned check berth overly known as inciter entertainment or station integrating (Glai makeer, 2005 ) and these opportunities are being well grabbed by the advertisers and marketers in the Indian m arket.In recent years a lot of question is done on Brand/Product musical arrangement in Bollywood films by marketers and advertisers so as to understand the concept and strategies of punctuatemark placement in movies. Although not numerous academic researches merchantman be seen in the plain stitch of harvest placement in Bollywood, the practical usage of the practice of Brand stance has grown signifi potentiometertly. Lehu in his work defines, The expression Product status or, Brand system essentially describes the location, or more accurately, the integration of a product or a vane into a film or televised series. Lehu (2007, pp.1) it can be understood from the work of other scholars like Kalish (1988), Gupta and (Gould 1997) Balasubramanian (1994) that brand placement is planned consolidation of brand with the elements of a feature film in return for money, service, barter, or any other kind of consideration. The research withal focuses on the strategies of brand pla cement in Hollywood as no substantial academic can be found on potpourri of brands in the Indian cinema. The literature looks and analyzes the Tripartite typology of product placement by Russell (1998) , twain attri exclusivelyeal approach to classify brand placement by Gupta and superior (1998), Classification on the elementary on integration and explicitness by dAustos and Seguin (1999) and finally Shapiros (1993) classification of brand placement.1.2 AIMS AND OBJECTIVESThe main aim at which the research focuses is to answer the question -Do the consumers get sensitized towards the brands by the brands placement in bollywood moives? Following are the main objective for this research* To know, does the Indian audience get aware of the brands shown in the movie by dint of in-film brand placement?* Which method of brand placement hunts to maximum number of recalls of brands by analyzing the data collected after conducting canvass and unstructured interviews?1.3 KEY REASONS FOR RESEARCHThe key reasons for research in this field are, not much research has been made on this field and it is a very interesting and challenging task and the field has a lot of potential for growth in future and substantial findings might prove to be an insight for marketeers and impart be useful for the adoption of correct method of brand placement in future projects in Bollywood.1.4 STRUCTURE OF THE STUDYThe dissertation is separate into five different chapters Chapter one is introduction which describes in brief the research oscilloscope, aims and objectives of the research, why I have chosen this research and the structure of the dissertation. Chapter twain reviews the literature and near of it is spaten from Hollywood. It begins with the definitions of Branding and Brand placement it similarly draws the methods in which brand placement can be done and its classification. Chapter three of this dissertation depicts the methods used for the collection of data and also dr aws out the limitations of this research with other issues in detail. The fourth chapter allow for portray the research findings from survey and unstructured interviews. Chapter five of this dissertation is the final chapter which begins with consolidation of the research objectives with the literature review and concludes the dissertation with recommendation for future researches.CHAPTER 2LITERATURE critique2.0 SynopsisThis part of the dissertation focuses on defining the twain most important names for this dissertation which are branding and brand placement. This chapter also reviews the existing literature on brand placement and the strategies for its classification. The chapter is divided as follows the maiden section of this chapter defines Branding after understanding of which the section atomic number 42 of the chapter looks at one of the methods of Branding or brand promotion which is Brand placement. Section three of this chapter begins with describing the strategies for brand placement and critically analyzes work from different scholars with their classification techniques in the subsections of section three. Section four and final section of this chapter portrays the instances of favored brand placement in Bollywood. As there is hardly any literature available on Indian film exertion and brand placement the theories and literature retrieved for this chapter is majorly captured from American film industry.2.1 BrandingThe intelligence agency so commonly used, yet not correctly interpreted by a lot of people. For the establishment of brands, companies around the world spend millions of dollars and hammer new strategies and techniques to market their product, this is what the common notion and understanding of brands for a lot of people is. (Levine, 2003) in his work says that the brand is not necessarily associated with a product or an organization or a title but anything that can be identified. One of the most popular footballers David Beck ham is a brand and so is Mercedes Benz. De Chernatony and McDonald in their work define Brand as A successful brand is an identifiable product, service, person or place, augmented in such a way that the stealer or user perceives relevant, unique, sustainable added values, which dyad their need most likely. De Chernatony and McDonald (2003, pp.25) Taking this definition into consideration it can be express that consumers identify a product/services with its distinct feature, an attribute which associates product with some quality which are distinguished from the rest in one way or the other. This unique association encourages the consumers to buy the brand and give the brand an edge over the other products in the market. thusly, it can be said that a brand is a product/service with some attributes or features that helps the product/service to stand out in the market for having such distinguished attributes. A few utilisations of most commonly known brands all over the world can be Coca Cola, Pepsi, Nike, Adidas, Ferrari, Mercedes Benz, Michael Schumacher, David Beckham, Omega, Rolex, and so on It took a lot for the marketers and brand promoter to first establish these brands and a huge amount of money is spent for the promotion of these brands by using different strategies and techniques. One of such techniques is Brand attitude.2.2 Brand PlacementAlso commonly known as Product Placement, the term Brand Placement has been defined by many scholars like (Steortz, 1987), (Balasubramanian, 1994), (Karrh, 1998), etc. This part of the dissertation highlights the definitions of brand placement by these scholars.(Steortz ,1987) defines Brand Placement as the inclusion of a brand name, product, package, signage, or other denounce merc yieldize in a motion picture, television show or a music video, another definition of Brand Placement is contributed by (Balasubramanian, 1994) who in his work said, a paid product message aimed at influencing movie (or television) audience via planned and un meddling entry of branded product into a movie (or television program), the definition by Balasubramanian covers the concept of incorporate brands as done in the definition by (Steortz, 1987), but it also considers the aspect of paid inclusion which is ignored by Steortz. (Karrh, 1998) defines the brand placement by covering almost all the dimensions associated with it, he defines Brand Placement as the paid inclusion of branded products or brand identifiers, through audio and/or opthalmic means, within mass media programming, he further explains that the brand placement can also be obtrusive and is done to compliment the characters image and help in setting and selection up the elements in background.The purpose of brand placement is to promote the brand but the ways in which it is done also generates a crossbreed message, it merges the major features of denote, it give the sponsors privilege of retaining the control over the content and format but also increases the credibility by not identifying the sponsors directly. (Cohen, 1988) With the definitions higher up it can be drawn that the Brand Placement in movies is that technique of advertising in which the Brand or the owner pays a compensation for its integration in the movie for the exchange of marketable benefit that the brands enjoy after being noticed by the audience, however, these placements are sometimes done only if because the speckle of the movie requires them to be placed there, this way brand placement can also be of non commercial nature.2.3 Strategies of Placing the BrandsThe practice of brand placement has been there for decades, the placement of brands in american feature films can be seen since the time of after-hours 1940s and early 1950s (DeLorme and Ried 1999) One example of such placement is legendary actor Joan Crawford sipping Jack Daniels whiskey in the film Mildered Pierce in year 1948. (Nebenzahl and Secunda 1993) The evidence of brand placem ent in Hollywood can been seen in feature films produced in late 1940s but one of the earliest evidence of product placement in Indian cinema was seen in early 1970s when Rajdhoot motorcycles brand was placed in movie Bobby featuring one of legendary Indian actor Raj Kapoor. Brand placement in feature films caught the attention of marketers and companies when the sales of Reeses Pieces dulcify increased by 65% in three months after the successful placement of the brand in the American film E.T. (Reed, 1989)The strategies that help brand placement the most in regards to its impact and effectiveness are luxuriant by Russell (1998) and Gupta and professional (1998) further on, this research looks at classification of brand placement by dAustos and Seguin (1999) and Shapiro (1993).Russells argument for techniques of brand placement is three dimensional and focuses on modality of optic, auditory and plot companionship, whereas Gupta and Lord emphasizes on two broad categories Audio -Visual and the level of prominence. The studies from both the scholars are discussed below.2.3.1 Tripartite Typology of Product PlacementAccording to (Russell 1998) product placement can be classified on the basis of three dimensions ocular, auditory and plot federation. Visual dimension enables the placement of the brand in such a way that the product is seen on the screen and these placements on the screen can also be further classified on the basis of their appearance. The auditory dimension or the communicatory dimension refers to the mention of a brand in a duologue these placements are also called as script placements and the degree of such placements varies depending on the number of times the brands were mentioned, what was the tonality in which the brands were mentioned and in what context the brand was mentioned. The temporary hookup connection dimension indicates the magnitude of integration of brand with the plot of the story. The dissertation will now look at the literature/the findings from introductory researches, which point towards the combinations or particular method amongst the three methods stated above that might get the maximum recalls. Russell in his work says product placement modality and its effect is now expanded to a new dimension of elaboration, the difference between visual and auditory presented information can now be distinguished by exploring the audio-visual context of product placement. The screen placement and the script placement, or the visual and the auditory type of brand placement differ from one another especially in the terms of conveying a meaning. Visual placement of brands act as props in television and movies so as to make them more real and completion to the practicality and visual channel leads to the creation of context in which the story is set whereas the audio channel is the medium through which the television program is scripted, narrated and is made audible, this makes the information received th rough this channel more meaningful. (Russell, 2002) The reception and affect of auditory information also happens when a person is not facial expression and the auditory modality conveys semantic information through speech. (Rolandelli et al., 1991) The reception and touch of such information which is audible is higher as it also posses the basic characteristics of intrinsic alerting and intrusiveness which also are the basic characteristics of auditory modality. (Posner et al. 1976) Using brands for representation in any of the modalities brings a relativity of the homogeneous to the story and brings more meaning to the presentation and gets deep integrated to a persons cognitive structure. (Lehnert, 1981) Such stimulus generates deeper meaning and leads to greater recalls of brands. (Craik and Lockhart, 1972) The third dimension of brand placement also called as dimension of meaning is that of Plot Connection. The magnitude of such placement depends upon the integration of bra nd with the plot, the higher the connection of the brand with the story, the more significant the placement of brands is. The plot connection connects the brands with the macro structure of the story, with which are associated important information, hence increasing the significance and agency of placement. (Russell 1998) The different combinations in plot connection and modality can also be of great significance. There can only be two situations in which the combination of modality and plot connections can be ceremonious Match and Mismatch. The combination can said to be a match when the auditory method of placement is higher in use than the visual and the brand names are audible in narration and is deeply linked with the story whereas the combination can said to be a mismatch when the visual method of placement of brands is higher in activity than auditory in plot connection. (Russell, 2002) A good example of a matched plot connection can be the movie Cast past featuring Tom H anks who by an accident gets left alone on an deserted island. The two brands that were integrated well with the plot were one of the biggest courier companies federal official Ex and another was sports goods brand Wilson which was integrated well in the record structure. A good example of a mismatched plot connection can be seen in the movie Transformers and its sequel Transformers Revenge of the move in which the car which is major attraction of the movie and transforms itself into a zombi is manufactured by Chevrolet, here more of Visual placement is seen and the brand is hardly mentioned in the narrative structure. Mandler in his work says lesser capable information which is less congruent in nature is more memorable as it grabs the attention of the person by provoking his/her mind to fill out the information. (Mandler, 1982) Modality of placement is thus a very significant means in categorizing the recalls as it persuades and influences people and also shows the signific ance of stimulus.2.3.2 Two dimensional ApproachAfter studying Russells approach of Tripartite Typology of Product Placement this part of the dissertation will look at Gupta and Lords Two dimensional Approach. Gupta and Lord (1998) distinguish the product placement on two major categories Mode of Presentation and Level of Prominence. Mode of presentation further classified by (Karrh et al., 2003) as Visual only, audio only and combined audio-visual. Visual only this kind of presentation involves profile of signage, hallmark, billboards, logos, or any other kind of presentation that is represents the brand. The presentation or the placement is only visual with no presence of audio or gestures. One example of Visual-only placement can be seen in the movie Top Gun where the lead actor Tom Cruise wears aviator model of Ray-Ban sunglasses. Although, this method has comparatively low recall rate visual-only form of product placement is one of the most common methods for brand placements and can be seen in a lot of movies. Audio-only technique of brand placement represents the brand by transmission the message in only auditory way. (Gupta et al., 2000) The name of the brand or a tune or even a jingle close associated with it can be added to the script and also be a part of the narration. One example of such placement can be from the movie The Aviator in which the lead mentions the brand Sears in his dialogue delivery. Audio-Visual method of brand presentation represents the brand by both, the presence of brands logo, billboard, signage, product, etc. on the screen with the mention of it in the narrative of the script. One example of such can be from the movie James Bond-Die another day in which, with the presence of Aston Martin, the narrative include the product name which was mentioned as Aston Martin Vanquish. This method of brand placement produce more recalls as compared to both Visual-only and Audio-only methods of brand placement. The other major segment dra wn out by Gupta and Lord (1998) for classification of brand placement is on the basis of level of prominence. The note in this segment was on the basis of prominent placement of brand from the subtle placement of brand, wherein in prominent placement of brand the product or the brand is kept in foreground and is in the aboriginal focus, the field in which the brand is placed is not shared and the visibility of brand is prominent, example of such brand placement can be seen in the Tom Hanks starrer movie terminal, when he is in office of in-migration officer while he explains him the situation of his country he refers to a bag of chips, the bag of chips shown for over 30 seconds was Lays. On the other hand the subtle placement of brand is normally not prominent and does not catch attention, the visual field is shared with other brands and the products are placed in the background. Subtle case of brand placement can be seen in the movie Hangover which shows billboard of brand Rivier a in background while the actors are driving in a police car in Las Vegas.Although the strategy which used prominent visual brand placement with properly exposed information and auditory mention of brands name and its attributes is said to have more effectiveness than just the visual placement, but it is not clear as the results from different academics do not coincide. (Law and Barun, 2000 Sabherwal et.al,. 1994 Galician, 2004 188-190)2.3.3 Brand Placement on the basis of Integration and limpidnessThe brand placement methods defined by Russell were three dimensional, as by Lord and Gupta were bifurcated into two major segments based on audio-visual as mode of presentation and level of prominence. dAustos and Seguin (1999) in their work classify brand placement in three different ways.1. Implicit product placement The placement in which the presence of product, brand or firm is a part of the program and is placed there to fulfill the requirement of the context and plays a passive r ole and can be seen on the screen but the product name is not officially mentioning or demonstrating the product benefits, etc.2. Integrated Explicit product placement An integrated brand placement is the one in which the brand, firm, product placed plays an active role, the brand is formally mentioned and the attributes of the brand are understandably demonstrated.3. Non-Integrated Explicit product placement In this type of placement the brand, firm or the product is not related to the contents of program and no integration can be seen, but the name of the brand is formally expressed. Such placement is often seen in the title of the movie or in the blood line or in the end of the movie and it is seen that the brands placed in this kind of placement are often sponsors. (dAustos and Seguin 1999)The classification of brand placement by dAustos and Seguin classifies brands on the basis of their integration and explicitness whereas there can be seen similarities in the classification made by Gupta and Lord (1998) and Russell (1998) as they classify the placement using similar grounds of mode of placements which are audio and visual, though the approach of Gupta and Lords classification is simpler as the modes are clearly distinguished, the difference arise when Russell base the placement with the connection to the plot and Gupta and Lord ground their classification on prominence of brands.2.3.4 Shapiros MethodShapiro (1993) relegates product placement in four different categories which were modified to three as practitioners concur this classification to be the most suitable compilation for conducting the research at the initial most stage as it covers the spectrum of brand placement. The classification is group as1. Implicit In this kind of placement the brand is viewable on the screen, it might be foreground or background, etc. but brand name or benefits is apt(p) no verbal reference.2. utilize in a scene In this kind of placement, the brand is plain an d is used in the scene, but no verbal reference is given to the brand. Instance of such brand placements can be seen in movies when the characters are driving in a car or using a cell phone and the logo or name or credit of car is clear.3. Integrated Explicit product placement This kind of placement shows the lead actor or main characters of the movie using a product while mentioning and describing the benefits or attributes of the brands or the product.The brand placement method enunciated by dAustos and Seguin were quite similar to that of Shapiros classification as both the practitioners think at the integration and explicitness of brand to major extent but the classification from dAustos and Seguin cover the dimension in which brand is place in the beginning or in end of the movie which he calls as Non-Integrated Explicit brand placement which is not discussed by any other scholar. The classification by dAustos and Seguin is very simple and can be used to tell apart and categ orize the placement of brands in a broader way as it covers the major aspect of placement in a well defined manner. I adopt the usage of the classification techniques of brand placement portrayed by dAustos and Seguin (1999) as it will help me to create a clear feature in the placement of brands and will be an optimum method to correct into application for my research question.2.4 Brand Placement and BollywoodThe technique of brand placement in Indian film industry also called as Bollywood is not new, one of the earliest example of the same was seen in the film Bobby in year 1973 when the lead actor Raj Kapoor was seen riding on a roulette wheel which was Rajdhoot Since that time a lot of brand placement can be seen for aerated soft drinks in a lot of Indian movies, brand like ThumsUp, Gold Spot, etc were commonly visible in movies in early 1990s, also the visibility of high ended cars during that time were prominent on the screen. Branded liquor with bottles was a common sight i n many movies during this phase and the most common brands placed were Black Dog, VAT69 and Black Label. a la mode(p) examples can be seen in movies like Om Shanti Om (2007) with brands placed like dog Heuer (Implicit), Nokia (Integrated explicit), Shoppers Stop (Implicit), etc, another instance can be seen in the movie Goal (2007) with integrated explicit brand placement of Reebok and Western join Money Transfer. More than 54% of Indian audience is under the age of 25 which comes under the target audience slab and of most of movie makers and the advertisement companies aiming of brand placement, and according to (FICCI and Ernst Young, 2003) this generation has more propensity and access to panoptic range of media and entertainment than the previous generation hence creating a lot of opportunities and scope for brand placement in the Indian Film industry from both Indian film industry and brand promoters point of view. non only the access to modes of entertainment but also bec ause the Indian centre class has grown more flexible and receptive towards international brain because of the risen standard of living through increase in buy power (Varma, 1998) which is also another factor of supporting the growth. There are not many studies done on Brand placement in Bollywood and no substantial research can be seen focusing on the recalls towards the brands from the brand placement shown in the bollywood movies.CHAPTER 3METHODOLOGY3.0 SynopsisThis chapter focuses on the importance of research methodology and explains in brief why it is necessity to draw a frame work of the research before rescue it into practical application. This chapter clearly states the aims and objectives of the research and defines the research approach undertaken. Also this chapter looks at the research methods used for this research and explains in brief the reason for their performance as well. As almost every other research this research also is encountered with some limitations which are stated in the end of this chapter.3.1 look into Methodology look for literally means the search for acquaintance, a authoritative and scientific search for relevant information and answers on a circumstantial topic, searching new facts in any new branch of knowledge through inquiry, search and careful investigation. (Kothari, 2009) It is of very importance to detail out the research approach and the methods used, as it helps the reader to understand the research in a much convenient manner. enquiry plan includes the instruments of research which will lead to investigation of data (quantitative or qualitative) keeping the research question as prime consideration so as to be go out of the information gathered is fitting in with the requirement of the research. (Chisnall 1997) The following chapter includes all the activities concerned with the research conducted for this particular academic work and also tends to draw out research method which sets up an appropriate fra me so as to fulfill the objectives and aims of the research further stated. The structure of this chapter is as follows* Aims and Objectives* Research philosophy* Approach* Data collection techniques* Data Analysis* Research Limitations3.2 Aims and ObjectivesThe main purpose of this research is to work on the concept of sensory faculty or consciousness of brands as people watch movies. The critical issue that the research focuses at is do the consumers get sensitized towards brands after ceremony Bollywood movies. The main objectives of this research are* To know is Indian audience/Bollywoods viewing audience are getting aware of brands shown in the movies through in-film brand/product placement?* If yes, then which is the most effective method of in-film Brand/product placement by analyzing the recalls?3.3 Research PhilosophyResearch philosophy helps the tec to find out the ways in which his/her research will underwrite the development of researchers knowledge. (Crossan 2003) T hree of the major reasons for which the research philosophy must be taken into consideration are a) it helps the researcher to figure out the methods he can use to design and conduct the research and to chalk knock down a strategy, b) it helps the researcher to evaluate the limitations of the research by putting different methodologies to test, c) it helps the researcher to explore different methods beyond his knowledge or experience. Thus researchers perception towards the development