Popular culture and product placement a study of bollywood blockbuster films

A film is a form of popular culture. Films represent different clusters of the society and pursue messages without disturbing the cultural setup. Audiences have deep psychological connection with their Superstars and want to follow their lifestyle. Understanding this phenomenon, corporate bodies have started advertising their product through product placement and positioning the products in the storylines. Films have a huge potential in terms of using this medium as advertisement and promoting consumer culture because audiences are bound not only to watch in theatre but also according to their own preference of time and location. This paper seeks to analyze films released between the years 2001 to 2010 and understand the types and modes of product placements being done in films.