Bollywood Advertising
Rebecca Sudan and Soumik Parida MICA - Mudra Institute of Communications, Ahmedabad
In September 2009, Amitabh Bachchan, one of the biggest stars in India's Mumbai-based film industry (aka Bollywood), wrote the following on his blog: "Marketing [of films] has reached such massive proportions, that an entire industry has erupted in and around [it]. The reliance on that initial weekend of business is driving producers to make sure no effort is spared to achieve [their] goal. And no matter what we may have to say in complaint, the system works. Good marketing has produced good results at the...