Subject category:
Marketing
Published by:
IBS Research Center
Length: 12 pages
Data source: Published sources
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Abstract
Mukta Arts Limited was promoted by India''s most successful film-maker Subhash Ghai in 1978. Ghai brought professionalism to the Indian film industry. Mukta was actively involved in movie distribution, television, post production and training. Mukta had pioneered the concept of product placements in films in India in 1980. The product placements concept was well accepted and adopted by film producers and advertisers. Ghai used branded products in many films to increase revenues. Though the concept was welcomed by audiences, some product placements by Ghai in his films were disliked by audiences. Would Mukta Arts be able to fulfill audience expectations? The case discusses how Mukta Arts started the trend of in-film advertising in Bollywood and details various instances of product placements in Subhash Ghai produced films. The case highlights the increased revenues from film production by intelligent use of product advertisements and includes the results of various surveys on audience responses on brand recall and product placement effectiveness.
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Abstract
Mukta Arts Limited was promoted by India''s most successful film-maker Subhash Ghai in 1978. Ghai brought professionalism to the Indian film industry. Mukta was actively involved in movie distribution, television, post production and training. Mukta had pioneered the concept of product placements in films in India in 1980. The product placements concept was well accepted and adopted by film producers and advertisers. Ghai used branded products in many films to increase revenues. Though the concept was welcomed by audiences, some product placements by Ghai in his films were disliked by audiences. Would Mukta Arts be able to fulfill audience expectations? The case discusses how Mukta Arts started the trend of in-film advertising in Bollywood and details various instances of product placements in Subhash Ghai produced films. The case highlights the increased revenues from film production by intelligent use of product advertisements and includes the results of various surveys on audience responses on brand recall and product placement effectiveness.