Product placement or brand placement can be seen in a number of media vehicles including Television Serials, Chat shows popular movies etc., which is an advertising format presenting a product through the media for attracting mass customers. The study discusses the influence and impact of product placement in south Indian cinema. In this study, we discuss the different brand placement strategies adopted in movies for promotional purposes in south India and discuss the effectiveness of this type of communications and concentrating on the viewer's recall on the brand and its impact on improving brand image. The study is basically to understand the consumer buying behavior. The study assess product placement in south Indian movies by selecting Kannada, Malayalam, Tamil and Telugu films in to consideration on the basis of its popularity and the diversity in the types of placements and was analysed using a questionnaire and a survey was conducted among a sample of 100 respondents. From the study it was observed that, The importance of movies on masses is evident in south India especially in Andhra Pradesh and Tamilnadu. Consumers feel that the advertisements should be entertaining and the same should be conjoined with the storyline in order to convey the brand message in the best possible way.
Brand Placement, Consumer behaviour, Marketing, Product placement, South Indian cinema
