Case Study 5: Brands: The New Co-stars in Bollywood

Anvita Kumar (ab3512@conventry.ac.uk)
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Anvita Kumar: Coventry Business School, Coventry University

A chapter in Marketing Cases from Emerging Markets, 2014, pp 41-44 from Springer

Abstract: Abstract Bodyguard, a 2011 Bollywood blockbuster earned a record Rs 22 crore net (US$3.7million) as first day collections. The movie boasts of popular Indian stars, Salman Khan and Kareena Kapoor. However, they are not the only co-stars. The film also offers screen time to a number of brands such as the Audi Q7 car, Tupperware, Blackberry and Sony Vaio notebook.

Keywords: Film Production; Indian Market; Product Placement; Film Industry; Indian Film (search for similar items in EconPapers)
Date: 2014
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DOI: 10.1007/978-3-642-36861-5_8

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