Bollywood Advertising

Rebecca Sudan and Soumik Parida

An overview of various types of ad campaigns in Bollywood - India's film industry. Marketing efforts surrounding the films have become increasingly important to the film's success; strategies have become more sophisticated over recent years: TV, print and radio expenditure on the promotion of films totaled Rs 23.4 billion (US$526 million) in 2010.

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...

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