Cinematic Branding: Analyzing the Impact of Film-Based Advertising Strategies on Marketing Effectiveness in the Indian Film Industry
Mr. Naveen Kumar B1, Dr. H H Ramesha2, Dr. Binoy Mathew3
1Research Scholar, Department of Management Studies, Visvesvaraya Technological University-Belagavi, Centre for Post-Graduation Studies, Muddenahalli, Chikkaballapur, India, naveenkumar.b.mba@gmail.com , https://orcid.org/0009-0007-3507-9635
2Associate Professor & Research Supervisor, Department of Management Studies, Visvesvaraya Technological University-Belagavi, Centre for Post-Graduation Studies, Muddenahalli, Chikkaballapur, India, drhhramesh@gmail.com, drhhramesh@vtu.ac.in
https://orcid.org/0000-0002-6515-6116
3Associate Professor, Department of Management Studies (MBA), Centre for Post Graduate Studies, Muddenahalli, Chikkaballapur, Visvesvaraya Technological University, Belagavi, Karnataka State, India. drbinoymathew@gmail.com, https://orcid.org/0000-0002-9365-4374
Abstract
This study examines the impact of cinematic branding on marketing effectiveness in the Indian film industry, focusing on brand recall, consumer engagement, and return on investment (ROI). Through an analysis of secondary data, including case studies from prominent Bollywood films like 3 Idiots and Chennai Express, the research highlights how strategic product placements enhance brand visibility and purchase intent. Findings reveal that seamless narrative integration, celebrity endorsements, and multi-platform extensions significantly improve consumer response, with some campaigns achieving over 150% ROI. However, challenges such as audience skepticism and measurement inconsistencies persist. The study provides actionable insights for marketers, emphasizing ethical practices and data-driven strategies. By bridging gaps in existing literature, this research contributes to the evolving discourse on non-traditional advertising in emerging markets.
Keywords: Cinematic branding, product placement, brand recall, marketing effectiveness, ROI, consumer engagement, advertising strategies, Indian film industry.
