Call for greater media freedom
Lurking amidst the melodrama of swooning beauties and crazed villains, is an unobtrusive but sharp, marketing story. Advertisers and marketers have discovered that the chimera of Bollywood is a very real and effective backdrop for brand building. Placing a brand in the landscape of a film is not uncommon. Consider a group of friends hanging out at a dhaba with red and white Coca-Cola pillars ( Rang De Basanti ). Or a godfather discussing a bloody ploy on his Motorola ( Don ). Both are instances of brands placed within the context of a film, without jarring with its content. However, marketers...
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photo: WN / Rajkumar Senapati
