Branding in movies and its influence on buying Behaviour

Abstract

The world of cinema entertains, educates and inspires millions of people around the world in different ways. Film apart from their entertaining aspects is also the perfect platform for marketing large business giants. The patterns of bonding particular products to particular casts in the movies are a common trend these days. The product placed in the movies thus follows the identity of characters, which henceforth influences the viewers on screen. Considering the Indian context there are possibilities for the exposure to both national as well as international movies. Movie franchises in particular are inclined to a particular product or brand which thereby plays a key significant role in identity of the movie among audience. The scope of this study is to establish the fact that brand placements in movies influence the viewers to buy a product. Through the method of survey, this paper focus on quantitative analysis to show how, brand placement occurs in movies, how they influence the audience and how do they notice the brand placements. The placements in movies thus play a pivotal role in modern film industries thereby affecting and influencing the youngsters and thus influencing their buying behavior.