Brand placements Bollywood style

The globalization of media allows brand placements subtle ways to reach local and international consumers. This study examines Indians' responses to brand placements in a Bollywood film. Psychological processing of embedded brands was assessed by gauging the effects of film involvement and brand consciousness on recall. Film involvement showed an adverse effect on brand recall, while brand consciousness had a positive effect. Brand consciousness was also positively related to the notion that brand placements enhanced film realism, but was not related to attitudes toward product placement in general.