Dec 14, 2006

Bollywood adds twist to brand story

That Krrish - touted as the first Indian superhero in a new Bollywood blockbuster movie of the same name - showed off his moves in scenes shot in Singapore was no coincidence.

Instead, it was down to a savvy deal struck between the Singapore Tourism Board and the film's producers, who also signed similar deals with the likes of Hindustan Petroleum's Power brand, Acron Rangeela and ITC's John Player.

It was a contractual marriage between the makers of the blockbuster and the media agencies representing the brands that took the involvement of brands in movies to more than mere product placement. In Lage Raho Munnabhai, for example, real-life radio...

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