Product placement by global brands as an alternative strategy: is it worth in emerging market?

This paper examines the nature and role of the product placement in the film as an alternative strategy for better brand recall. For this study, four films - two successful and another two unsuccessful - based on box office report are selected. Clippings of the film are shown to 119 respondents. The paper concludes by arguing that product placement in the film can be an alternative for advertisement for better brand recall, purchase intentions, change in perceptions towards the brands and improving attitude towards the brand. It also gives direction on developing consumer as brand spokesperson for global brands.