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