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Case Study

Videocon D2H: In Film Branding

Gupta Seema ,Rao Menaka
In Film Branding,. DTH operators,. Videocon ,Broadcasting Industry in India ,Integrated Marketing ,. Product Placement ,.Advertising, Marketing Communications

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Abstract

The case describes Videocon’s experiences of in film branding of the Bollywood film titled “Sultan”. It was a film with a crowd puller, popular Hindi actor called Salman Khan. The film touches upon the Digital Addressable System, mandated by the Government of India for DTH operators, and how few players scrambled for a larger piece of the market pie. The case highlights various branding options opted for by Videocon in the film and how Videocon hoped to capture a larger subscriber base through this non –traditional form of in film placements.

Learning Objective 

  • To understand the risks and benefits of non- traditional advertising like in–film branding
  • To measure effectiveness of product placements
  • To design a strategic product placement campaign        

Discipline Marketing, advertising, marketing communications

 

  • Pub Date:
    30 Mar 2018
  • Source:
    IIM-B
  • Discipline:
    Marketing Management,Advertising and Intergrated Marketing Communication
  • Product#:
    1295
  • Keywords:
    In Film Branding,. DTH operators,. Videocon ,Broadcasting Industry in India ,Integrated Marketing ,. Product Placement ,.Advertising, Marketing Communications
  • Length:
    Pdf : 26 page(s) ,

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