Acknowledgement 

With a deep sense of gratitude we acknowledge our obligations to Dr. Subhadip Roy, Faculty
(IBS, Hyderabad) who has been source of constant inspiration to us with his perpetual, planned
and careful guidance.

We are highly indebted to him for imparting invaluable advice and guidance, thus enabling us to
comprehend all aspects of the problem and clarifying our doubts during the course of the project
and have played a major role in the formulation and accomplishment of this project.

 
 

   

   

1 | P a g e  
 
Abstract 
Product placement is now a common concept for the marketers to promote their product in
Hollywood as well as Bollywood movies. The term ‘Product Placement’ (PPL) has moved from
just being a concept to become all the more a practice of including a brand name product in Hindi
movies. Using movies as a media of indirect advertising is now much more popular than what it
was decades ago. From Dilwale Dulhaniya Le Jayenge (Stroh’s beer) to Badmaash Company
(Reebok), the trend of placing products in Hindi movies has increased tremendously. The project
gives an insight into the effectiveness of such product placement in Bollywood movies in terms of
brand recall.

Sample of movies have been carefully selected based upon their box office report (popular as well
as unpopular) and a movie clip of approximately 10 minutes is made to administer aided and
unaided recall test on a predefined sample. Brand recall in studied in terms of overall aided and
unaided brand recall, brand recall with respect to popularity of movies and also combination of
movie-brand recall.

The analysis brings forth the importance of PPL in Bollywood movies and how it acts as effective
advertising tool in case the movie becomes a hit, in the other case the marketer needs to plan
additional promotional activities to make the product top-of-the-mind recall for the consumer.
Thus this study can be made useful in understanding PPL and positioning products in movies and
thus in the minds of the consumers.

   

2 | P a g e  
 
Table of Contents 
Acknowledgement ........................................................................................................................................... 1 
Abstract ............................................................................................................................................................ 2 
Table of Contents ............................................................................................................................................. 3 
Introduction ..................................................................................................................................................... 4 
Research Objective .......................................................................................................................................... 5 
Methodology .................................................................................................................................................... 6 
Data Collection ................................................................................................................................................. 7 
Limitations ....................................................................................................................................................... 8 
Literature Review ............................................................................................................................................. 9 
Frequency Distribution Analysis .................................................................................................................... 11 
Study 1: Overall Brand Recall ..................................................................................................................... 11 
1.1 Overall Aided Brand Recall Frequency Analysis ............................................................................... 11 
1.2 Overall Un‐aided Brand Recall Frequency Analysis ......................................................................... 14 
1.3 Comparative Analysis of Overall Aided & Un‐aided Brand Recall Frequency .................................. 16 
Study 2: Movie‐Brand Combination ........................................................................................................... 17 
2.1 Aided Movie‐ Brand Combination Recall Frequency Analysis ......................................................... 17 
2.2 Un‐aided Movie‐Brand Combination Recall Frequency Analysis ..................................................... 18 
2.3 Comparative Analysis of Aided & Un‐aided Movie‐Brand Combination Recall Frequency ............. 19 
Statistical Analysis .......................................................................................................................................... 20 
Study 1: Impact of time frame on Overall Brand Recall from PPL in Bollywood movies ........................... 20 
Study 2: Impact of time frame on Movie‐Brand Combination Recall ........................................................ 23 
Study 3: Impact of time frame on brand recall of products placed in popular vs. unpopular movies ...... 26 
3.1 Impact of time frame on Brand recall from popular movies ........................................................... 26 
3.2 Impact of time frame on Brand recall from Un‐popular movies ..................................................... 28 
Factor Analysis ............................................................................................................................................... 31 
Appendix‐I ...................................................................................................................................................... 36 
Appendix‐II ..................................................................................................................................................... 37 
Appendix‐III .................................................................................................................................................... 40 
References ..................................................................................................................................................... 45  
3 | P a g e  
 
Introduction 
 

Product placement refers to the practice of including a brand name product, package, signage or
other trademark merchandise within a motion picture, television or other media vehicles for
increasing the memorability of the brand and for instant recognition at the point of purchase.
Product placements are commercial insertions within a particular media program intended to
heighten the visibility of a brand, type of product or service. These insertions are not meant to be
commercial break ups rather an integral part of the medium so that the visibility of the brand
increases.

Researchers have shown that viewers like product placements (unless there are too many) because
they enhance realism, aid in character development, create historical subtext, and provide a sense
of familiarity. For marketers, the availability of a captive audience with greater reach than
traditional advertisements, and the advantage of showing brands in their natural environment
provide motivation for product placements. Brand placements are frequently used in Hollywood
films and have subtly, of late entered in to Indian films.

This project aims at understanding and analyzing the concept of Product Placement in Bollywood
movies. Effectiveness of product placement is studied in terms of brand recall for products
endorsed in popular as well as un-popular movies. The study is carried out in two phases. In the
first phase, brand recall is studied in terms of remembrance of products/brands placed in the movies. In
the second phase, study is done to find out factors influencing the customers’ perception regarding product
placement in movies.

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Research Objective 
 

The objective of the research is to understand product placement in Bollywood movies and thereby
analyze its effectiveness as a tool of advertising in terms of brand recall.

The broad research questions this project tries to delineate are as follows:

1. To study the impact of stimuli on overall brand recall i.e. overall aided vs. unaided brand recall
from PPL in Bollywood movies.

2. To study the impact of stimuli on movie-brand combination recall i.e. aided vs. unaided
combination recall from PPL in Bollywood movies

3. To study the impact of stimuli on overall brand recall in popular and unpopular movies i.e.
overall brand recall in popular vs. unpopular movies

4. To study the impact of stimuli on brand recall from popular and unpopular movies i.e. aided vs.
unaided recall in popular movies and unpopular movies

5. Identify and classify factors having an impact on consumers’ perception towards product
placement in Bollywood movies.

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Methodology  
The study evaluates the effectiveness of product placements in Bollywood movies on the basis of
brand recognition and recall. Methodology adopted can be enumerated in the following way-
• 10 Bollywood movies with product placement (6 unpopular and 4 popular) were selected,
on basis of Indian Box-office verdict. (Appendix-I)
• Short clips from each movie were split and collated into an approximately 10 minutes
video.
• Apart from the ten movies with product placement, clips from 4 filler-movies with no
product placement were inserted in the video.
• A structured questionnaire was designed to incorporate questions on overall brand recall,
movie-brand combination recall and lastly general perception regarding PPL. (Appendix-
II)
• Responses were taken for both aided and unaided recall.
o Aided Recall: Movie clip was shown to a set of respondents and the responses
were taken just after giving the stimuli.
o Un-aided Recall: Movie clip was shown to a set of respondents and responses were
collected after a time gap of 3 days.
• The responses collected were coded in Ms-Excel.
• Two-fold analysis was carried using frequency analysis and factor analysis.
• Frequency analysis results were substantiated using the statistical z-test of difference in
proportions. (Appendix-III)

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Data Collection 

Procedure
Data was collected by administering questionnaire survey on the 1st year MBA students of IBS
Hyderabad. The movie clips so selected were combination of two kinds of placements i.e. implicit
& explicit-integrated. Respondents were shown a video clip of 10 minutes duration which had 10
movies with product placement. Also in the video were added a few fake movies to disturb any
early pattern if can be identified.

Sample size
Sample comprised 182 1st year MBA students of IBS Hyderabad.

Method of sampling
The method of sampling used was, “Non Probability Convenience Sampling “. It is the sampling
procedure used to obtain those units or people which are most conveniently available.

Questionnaire Design
• Sixteen variables were taken on a 5-point Likert scale (‘Strongly Agree’ to ‘Strongly
Disagree’ with strongly agree having the highest rating of 5 and strongly disagree having
the lowest rating of 1) to measure the attitude of consumers towards product placement in
Bollywood movies.
• Ten questions were designed to get the responses on the basis of correct product recall in
the movies.
• Four questions were designed on the basis of Movie-product combination.(Appendix-II)

7 | P a g e  
 
Limitations 
• Time was one of the major constraints due to which our sample size was restricted to 182
respondents only.
• Majority of the data was collected from the students of IBS Hyderabad by the way of
convenience sampling. Hence the data collected may not be a representative of the entire
population.
• Certain values in the filled questionnaires were missing and to account for those missing
values the mean of all the entries of that variable were taken.
• While filing up the questionnaires for un-aided responses, many respondents didn’t turn up.

8 | P a g e  
 
Literature Review 
1. Title: Effectiveness of Product Placements in Indian Films and Its effects on Brand
Memory and Attitude with Special Reference to Hindi Films.
Author: Prof Tapan K Panda, IIM-K
Abstract: The article gives insight on the concept of product placements in movies and the
different types of product placements that exists. The author has also given information
about the effect of sponsorship on brands.

2. Title: Product Placement in Bollywood Movies.

Author: Dr. Subhadip Roy and Dr. Saurabh Bhattacharya, IBS Hyderabad
Abstract: The article gives insight on the growing trend of product placements in
Bollywood movies and the different types of product placements that exists these days. The
author has also given a review of the brands /products placed in the top ten box office hits
in the Hindi film industry in the year 2007.

3. Title: Product Placement in Movies : An Australian consumer perspective on their

Ethicality and Acceptability
Author: Author: Stacey Brennan, Philip J. Rosenberger III and Veronica Hementera,
Marketing Bulletin, 2004, 15, Article 1
Abstract: This paper replicates prior research and investigates the attitudes and perceptions
of Australian moviegoers in respect to the acceptability of product placement and audience
attitudes towards the placement of ethically-charged products, such as alcohol, guns and
cigarettes. The findings indicate that product, gender and movie frequency viewing have an
impact on product-placement acceptability. Australian consumers find ethically-charged
products to be less acceptable than neutral products. Gender comparisons revealed that
males are more accepting of both ethically-charged and neutral placements.

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 4. Title: Recognition and Recall of Product Placements in Movies and Broadcast
Programmes
Author: D.L.R. Van Der Waldt, L.D.Du Preez & S.Williams, Universidad Nacional De
Colombia, Bogota, Colombia. pp. 19-27, Year: 2008
Abstract: The purpose of this article is to investigate recognition and recall of brand names
via product placements in movies and broadcast programmes. The sample consists of
undergraduates male and females aged to 18-24 attending a territory level institution in
Pretoria, South Africa. The results shows that though there is no perfectly positive
relationship between prominence and recognition product placed in films, someone
watching a movie is more likely to recall the brand being shown(if it is used audio-visually
than it is shown only audibly or visually). Therefore if a product is prominently placed in a
movie, the recognition will be higher.

10 | P a g e  
 
Freq
quenccy Disstribu
ution A
Analy
ysis 
The firstt measure ad
dopted was frequency distribution
d analysis so as to examiine brand reecall in
Bollywoood movies. With the heelp of frequeency distribuution, one can visually interpret thee result
i.e. correct brand recaall in the moovies.

Study 1
1: Overalll Brand R
Recall 

1.1 Ove
 
erall Aided
d Brand Re
ecall Frequ
uency Ana
alysis 

   Q5 
Q Q6  Q7  Q8  Q9 Q10  Q11  Q122  Q13  Q14 
Optio
on 1  90 
9 6  9  3  23 5  1  89  12  5 
Optio
on 2  11 
1 6  10  7  62 4  12  11  73  87 
Optio
on 3  6  3  83  94  4  98  85  4  16  8 
Optio
on 4  1  93  6  4  19 1  10  4  7  8 
Total Responses   108 
1 108  108  1
108  108 108  108  108
8  108  108 
 

: Correcct answers fo
or the particuular questionn

: Correcct answer an
nd the maxim
mum numberr of respondeents answereed that questtion

    

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12 | P a g e  
 
 QUESTION NUMBER  % OF CORRECT ANSWER GIVEN 
Question 5  83.33 % 
Question 6  86.11 % 
Question 7  76.85 % 
Question 8  87.03 % 
Question 9  57.40 % 
Question 10  90.74 % 
Question 11  78.70 % 
Question 12  90.74 % 
Question 13  67.59 % 
Question 14  80.55 % 

The above table shows that the aided brand recall was maximum for Question.10 (Health care
category: Fortis) and minimum for Question.9 (Automobile category: Porsche). It can be inferred
from this that people tend to recall more brands from popular movies since Question.10 was from
all time block-buster Bollywood movie 3-Idiots. Whereas brand in Question.9 was placed in an
unpopular movie, Wake Up Sid. Also, it can be inferred that the respondents were moreover able to
recall the brands correctly to a significant level as for most of the questions percentage of correct
answer given is more than 70%.

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1.2 Ove
erall Un­aiided Brand
d Recall Frrequency A
 Analysis   
 

Q5 
Q Q6  Q7  Q8  Q9 Q10  Q11  Q122  Q13  Q14 
1  44 
4 19  17  5  9  7  6  40  1  4 
2  15 
1 7  15  10  54 3  16  23  50  50 
3  9  13  39  51  4  62  42  5  19  11 
4  6  35  3  8  7  2  10  6  4  9 
74 
7 74  74  74  74 74  74  74  74  74 
 

    

    

    
 

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QUESTION
N NUMBER  % OFF CORRECT AN
NSWER GIVEN
N 
Questtion 5  59.45 % 
Questtion 6  47.29 % 
Questtion 7  52.70 % 
Questtion 8  71.62 % 
Questtion 9  87.83 %  
Question 10  86.48 % 
Question 11  56.75 % 
Question 12  54.05 % 
Question 13  67.56 % 
 
Question 14  70.27 % 

The abovee table showss that the Un--aided brand recall

r was maaximum for Question.9
Q (A
Automobile caategory:
Porsche) and
a minimum
m for Questioon.6 (Retail Store categoryy: Shoppers Stop).
S Also, itt can be inferrred that
the responndents were moreover
m not able to recalll the brands coorrectly to a significant
s levvel as for mosst of the
questions; percentage of
o correct ansswer given is less than 70%
%.

15 | P a g e  
 
1.3 Comparative Analysis of Overall Aided & Un­aided Brand Recall Frequency  
 

QUESTION NUMBER  % OF CORRECT ANSWER  % OF CORRECT ANSWER GIVEN 

GIVENIN AIDED‐RECALL  IN UN‐AIDED RECALL 
Question 5  83.33 %  59.45 % 
Question 6  86.11 %  47.29 % 
Question 7  76.85 %  52.70 % 
Question 8  87.03 %  71.62 % 
Question 9  57.40 %  87.83 %  
Question 10  90.74 %  86.48 % 
Question 11  78.70 %  56.75 % 
Question 12  90.74 %  54.05 % 
Question 13  67.59 %  67.56 % 
Question 14  80.55 %  70.27 % 
 

From the above table it can be inferred that for most of the product categories, the percentage of
correct answers was more in aided brand recall than the un-aided brand recall except for the
automobile category: Porsche. It implies that the time frame impacts the remembrance of a
particular brand in the movie. Also, for Question.9 it was found that the in both aided and un-aided
categories, percentage of correct answers given was significantly higher than other product
categories. The reason for this could be attributed to the movie 3-Idiots, wherein respondents are
able to recall more the product placed in all time block-buster hit.

16 | P a g e  
 
Study 2
 2: Movie­B
Brand Co
ombinatio
on  

2.1 Aide
ed Movie­ Brand Co
ombination
n Recall Frrequency A
 Analysis  

   Q15 
Q Q16 Q17  Q18 
Q
Optioon 1  9
91  2  4  5 
Optioon 2  8  10  7  4 
Optioon 3  1  87  6  93 
Optioon 4  8  9  91  6 
Total Ressponses   1
108  108 108  1
108 

: Correect answers for

f the particcular question

: Correect answer an
nd the maxim
mum numberr of responddents answered that questtion

17 | P a g e  
 
 QUESTION
N NUMBER  % OFF CORRECT AN
NSWER GIVEN
N 
Question 15  84.25 % 
Question 16  80.55 % 
Question 17  84.25 % 
Question 18  86.11 % 

The abovee table showss that the aideed brand recalll was maxim
mum for Questtion.18 (Welll Done Abba: Nokia)
and slighttly low for Qu
uestion.16 (W
Wake up Sid: Porsche). Alsso, it can be inferred
i that the
t respondennts were
moreover able to recall the brands correctly
c to a significant leevel as for moost of the questions; percenntage of
correct annswer given iss more than 80%. 

2.2 Un­aided Mov
vie­Brand  Combinattion Recalll Frequen
ncy Analysiis 

   Q15 
Q Q16 Q17  Q18 
Q
Optioon 1  5
53  1  4  6 
Optioon 2  1
12  5  6  6 
Optioon 3  5  66  4  44 
Optioon 4  4  2  60  18 
Total Ressponses   7
74  74  74  74 

            

18 | P a g e  
 
 QUESTION NUMBER  % OF CORRECT ANSWER GIVEN 
Question 15  71.62 % 
Question 16  89.18 % 
Question 17  81.08 % 
Question 18  59.45 % 

The above table shows that the aided brand recall was maximum for Question.16 (Wake up Sid: Porsche)
and minimum for Question.18 (Well Done Abba: Nokia). Also, it can be inferred that the respondents were
moreover able to recall the brands correctly to a significant level as for most of the questions; percentage of
correct answer given is more than 70%.

2.3 Comparative Analysis of Aided & Un­aided Movie­Brand Combination Recall 
Frequency  

QUESTION NUMBER  % OF CORRECT ANSWER GIVEN  % OF CORRECT ANSWER GIVEN 

IN AIDED‐RECALL  IN UN‐AIDED RECALL 
Question 15  84.25 %  71.62 % 
Question 16  80.55 %  89.18 % 
Question 17  84.25 %  81.08 % 
Question 18          86.11 %    59.45 % 

From the above table it can be inferred that for most of the product categories, the percentage of
correct answers was slightly more in aided brand recall than the un-aided brand recall except for
the Q 18: Well Done Abba- Nokia combination, where the difference is comparatively high. Low
differences in the both column values imply that the time frame does not have much impact on
remembrance of a particular brand in the movie. Also, for Question.18 where the difference is
found to be high between the aided and un-aided Brand-Movie combination recall, it may be
inferred that as the popularity of the actor endorsing the product is low as compared to the other
actors present in these combinations. The unaided recall is not effective as compared to aided
recall, as a respondent tends to remember the celebrity not the new comer and ultimately the
product used.

19 | P a g e  
 
Statistical Analysis 
Study 1: Impact of time frame on Overall Brand Recall from PPL in 
Bollywood movies 
 

To study the impact of time frame on the correct brand recall from the product placement in
movies i.e. to see whether the correct brand recall is same for aided and un-aided categories of
respondents.

Observations 
 

Category Number of Total Correct Total Incorrect

Respondents Responses Responses
AIDED 108 851 229
UN-AIDED 74 484 256

OVERALL  AIDED  OVERALL  UN‐AIDED  
BRAND  RECALL  BRAND  RECALL

TOTAL TOTAL
21% CORRECT CORRECT
35%
RESPONSES RESPONSES
TOAL TOTAL
INCORRECT 65% INCORRECT
79%
RESPONSES RESPONSES

Inference 
 

Above Pie-charts show that the aided brand recall was more effective than the un-aided brand
recall. It implies that the time frame has an impact on a respondents’ recall behavior wherein
respondents are able to recall the brands more just after watching the movie and as the time passes
they tend to forget the brand placed in a particular movie.

20 | P a g e  
 
 

Analysis 
 

To study the impact of time frame on overall brand recall, a two-tailed test for differences
between proportions was applied.

Null HypothesisÆH0: p1= p2 (There is no difference between Aided brand recall and Un-aided
brand recall);

Alternative HypothesisÆ H1: p1 not equal to p2 (There is a difference between Aided brand
recall and Un-aided brand recall)

p1: proportion of correct responses from aided recall

p2: proportion of correct responses from un-aided recall.

Confidence LevelÆ 95% (α = 0.05)

Z calculated = 2.007 (standard difference between the two sample proportion)

(Refer Appendix III: Workings 1)

 

This was a two-tailed test, therefore at 95% confidence level or at α=0.05, Z critical = ± 1.96

Rejection Region 

Zcritical =‐ 1.96  Zcritical = + 1.96 

Zcalculated = + 2.007 

21 | P a g e  
 
Here, the calculated Z value lies outside the acceptance region, therefore rejecting the null
hypothesis; thus, aided and un-aided brand recall are not same and therefore it suggests that time
frame has an impact on the respondents’ brand recall behavior.

Suggestions 
 

Since, it was found out that time frame has an impact on the brand recall behavior, movie
promoters or the marketers should continuously promote their brand by giving regular stimuli to
the customers at different places and at different time. It would enhance the visibility and the
remembrance capability of the customers and thus leading to the desired results as expected by the
marketers.

22 | P a g e  
 
Study 2: Impact of time frame on Movie­Brand Combination Recall 
 

To study the impact of time frame on the correct brand-movie combination recall from the
product placement in movies i.e. to see whether the correct brand-movie combination recall is
similar for aided and un-aided categories of respondents. The question number 15- 18 ask the
respondent to identify the correct combination of a Brand seen in the Clip with the Movie name.
For respondents help we have mentioned the movie’s name in the subtitles for the respective part
shown in the clip.

Observations 
 

Category Number of Total Correct Total Incorrect

Respondents Responses Responses
AIDED 108 356 76
UN-AIDED 74 223 73

OVERALL  AIDED  OVERALL  UN‐AIDED  
BRAND  RECALL  BRAND  RECALL

TOTAL  TOTAL
17.6% CORRECT  CORRECT
RESPONSES 24.66% RESPONSES
TOAL  75.33% TOTAL
82.4% INCORRECT  INCORRECT
RESPONSES RESPONSES

Inference 
 

Above Pie-charts show that there is not much difference between the aided brand-movie
combination recall and unaided brand – movie combination recall. It implies that the time frame
does not have a significant impact on a respondents’ recall behavior wherein respondents are able
to recall the brands even after 3 days. This shows that respondents tends to associate a movie with
a brand more effectively or vice versa. This can also be interpreted as there is high tendency of

23 | P a g e  
 
people to relate a movie with a brand if they get some hint for example a brand-combination is
been recalled easily by unaided respondents whereas in the previous study of brand recall, there is
high difference in the no. of correct responses in aided and unaided recall.

Analysis 
 

To study the impact of time frame on overall brand recall, a two-tailed test for differences
between proportions was applied-

Null HypothesisÆH0: p1= p2 (There is no difference between Aided Movie-Brand combination

recall and Un-aided Brand-Movie combination recall)

Alternative HypothesisÆ H1: p1 not equal to p2 (There is a difference between Aided Movie-
Brand combination recall and Un-aided Movie-Brand combination recall)

Confidence LevelÆ 95% (α = 0.05)

p1: Proportion of correct responses from aided recall

p2: Proportion of correct responses from un-aided recall

(Refer Appendix-III: Workings-2)

Z calculated = 1.611 (standard difference between the two sample proportion)

Conclusion 
 

This was a two-tailed test, therefore at 95% confidence level or at α=0.05, Z critical = ± 1.96

Rejection Region 

Zcritical =‐ 1.96  Zcritical = + 1.96 

Zcalculated = + 1.611 

24 | P a g e  
 
Here, the calculated Z value lies inside the acceptance region, therefore we cannot reject the null
hypothesis; thus, aided and un-aided brand-movie combination recall are similar and therefore it
suggests that time frame does not have an impact on the respondents’ recall behavior.

Suggestions 
 

Since, it was found out that time frame does not have a significant impact on the brand recall
behavior if asked with the combination of movie name. The point to be noted here is that in all the
four combinations asked in the questionnaire, the product placed mixes well with the story line and
also the products are visible adequately. This itself can act as a stimuli for the audience as the
brand placed is been used by the actor/actresses in the movie and the audience tends to relate the
product with the movie or celebrity. Thus movie promoters or the marketers should place their
products in coherence with the story line and image of the movie as well as celebrity. It would
enhance the visibility and the remembrance capability of the customers and thus leading to the
desired results as expected by the marketers.

25 | P a g e  
 
Study   3:  Impacct  of  time  frame   on  brand  recall   of  produ
ucts  place
ed  in 
populaar vs. unpopular m movies 

The objeective here iss to study thhe impact off time fram
me on the corrrect brand-rrecall from PPL in
popular as
a compared
d to PPL in unpopular
u movies. In othher words, thhe objective is to find ouut if the
popularitty of a mov
vie has posittive associattion with brrand recall. Further
F it trries to find out the
relation between
b aideed and unaidded brand reccall in popullar as compaared to unpoppular movies.

3.1 Imp
pact of tim
me frame on Brand re
ecall from
m popular m
movies 
Observattions 
 

Movie Type
T Category Nu
umber of Total Correct Total Incorrect
Respondents Respponses Responnses

Aided 108 3
347 85
Popullar
Un-aided 74 2
206 90
Aided 108 5
504 1444
Un-poppular
Un-aided 74 2
278 1666
 

    
Inferencce 
 

Above Pie-charts sho

ow that therre is not signnificant diffe
ference betw
ween the aideed brand reccall and
unaided brand
b recalll from PPL in
i popular movies.
m It im
mplies that thhe time fram
me does not have a
significannt impact on
n a respondeents’ recall behavior
b whherein responndents are abble to more or less
nds even after 3 days. Thhis shows thhat respondennts tends to associate a popular
able to reecall the bran p

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movie with a brand more effectively or vice versa. This can also be interpreted as there is high
tendency of people to relate a brand with a popular movie irrespective of the elapsed time frame.

Analysis 
 

To study the impact of time frame on brand recall from popular movies, a two-tailed test for
differences between proportions was applied.

Null Hypothesis Æ H0: p1= p2 (There is no difference between Aided brand recall and Un-aided
brand recall in popular movies)

Alternative Hypothesis Æ H1: p1 not equal to p2 (There is a difference between Aided brand
recall and Un-aided brand recall in popular movies)

Confidence Level Æ 95% (α = 0.05)

p1: proportion of correct responses from unaided recall in popular movies

p2: proportion of correct responses from aided recall in popular movies

(Refer Appendix-III: Workings-3)

Z calculated: -1.6638 and Z critical: 1.96

This was a two-tailed test, therefore at 95% confidence level or at α=0.05, Z critical = ± 1.96

Rejection Region 

Z critical = ‐ 1.96  Z critical = + 1.96 

Z calculated = ‐ 1.66 

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Here, thee calculated Z value lies within the acceptance
a r
region, therefore the nulll hypothesis cannot
be rejecteed; thus, aid
ded and un-aaided brand recall
r have no
n impact onn the responndents’ brandd recall
behavior in case of PPL
P in popullar movies.

Suggestions 
 

PPL in popular
p moviies acts morre like an addvertising toool. Moreoveer people tennd to remem
mber the
brands placed
p in popular
p movvies and thhus marketeers need not incur fuurther prom
motional
expendituure on the prroducts/brannds already placed
p in thee popular moovies.

3.2 Imp
pact of tim
me frame on Brand re
ecall from
m Un­popullar moviess 
Observattions 
 

Movie Type
T Category Nu
umber of Total Correct Total Incorrect
Respondents Respponses Responnses

Aided 108 3
347 85
Popullar
Un-aided 74 2
206 90
Aided 108 5
504 1444
Un-poppular
Un-aided 74 2
278 1666

    

Inferencce 
 

Above Pie-charts
P sh
how that there is a signiificant difference betweeen the aideed brand reccall and
unaided brand
b recalll from PPL in un-popular movies. It
I implies thhat the time frame does have a
significannt impact on
n a respondeents’ recall behavior
b wheerein responndents are noot able to reccall the

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brands effectively after 3 days. This shows that respondents cannot correctly associate a brand with
an unpopular movie if there is a significant time lag between the exposure to stimuli and response
taken. This can be interpreted in a way that there is a high tendency of people to un-correctly relate
a brand with an un-popular movie. 

Analysis 
 

To study the impact of time frame on brand recall from un-popular movies, a two-tailed test for
differences between proportions was applied.

Null Hypothesis Æ H0: p1= p2 (There is no difference between Aided brand recall and Un-aided
brand recall in unpopular movies)

Alternative Hypothesis Æ H1: p1 not equal to p2 (There is a difference between Aided brand
recall and Un-aided brand recall in unpopular movies)

Confidence Level Æ 95% (α = 0.05)

Where,

p1: proportion of correct responses from unaided recall in unpopular movies

p2: proportion of correct responses from aided recall in unpopular movies

(Refer Appendix-III: Workings-4)

Z calculated: -2.2288

This was a two-tailed test, therefore at 95% confidence level or at α=0.05, Z critical = ± 1.96

Rejection Region 

Z critical = ‐ 1.96  Z critical = + 1.96 

Z calculated = ‐ 2.2288 
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Here, the calculated Z value lies outside the acceptance region, therefore the null hypothesis is
rejected; thus, aid or stimuli has an impact on the respondents’ brand recall behavior in case of
PPL in unpopular movies.

Suggestions 

PPL in unpopular movies has high dependence on the time frame. Thus, marketers have to
constantly give stimuli over an extended period of time in the form of different promotional
activities so that consumer is able to recall the brand for a long time.

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Factor Analysis 
Factor Analysis was run to find out factors influencing consumer perception of PPL in Bollywood
movies. It would help in reducing total 16 independent variables into a smaller set of uncorrelated
factors.

The 16 independent variables considered in the study are-

• Preference to see real brands in movies

• Real brands make the situation more realistic
• Brands to go along with the story-line
• Real Brands have positive influence
• Pleasant
• Relevance
• Originality
• Morality
• Dynamism
• Honesty
• Amusement
• Taste
• Acceptability
• Frankness
• Agreeableness
• Appealing

 
   

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KMO and Bartlett’s test of Sphericity 
 

Generally, a KMO value which is greater than 0.5 is desirable. The value in the analysis is 0.723.
Therefore factor analysis is suitable for this study. Bartlett test of sphericity having a value less
than 0.000 shows that it is significant.

Communalities
 

Here the variables having communalities more than 0.4 were considered to be significant for the
study. In this analysis, the initial communalities showed the variables Pleasant, Dynamism,
Amusement and Agreeableness having communality lower than 0.4, therefore these variable were
removed. All the other variables were significantly explained by the factors.

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Total Variance Explained 
 

It was found that four factors have Eigen values (a measure of explained variance) greater than or
very much closer to 1.0 which is a common criterion for a factor to be useful. Here the first factor
shows the highest variance i.e. it explained 26.793 % of the total variance explained. Taking the
four factors, it explained 59.724 % of the total variance, which is reasonably significant for the
study.

Total Variance Explained

Extraction Sums of Squared Rotation Sums of Squared

Initial Eigenvalues
Loadings Loadings
Component
% of Cumulative % of % of Cumulative
Total Total Cumulative % Total
Variance % Variance Variance %

1 3.215 26.793 26.793 3.215 26.793 26.793 2.123 17.694 17.694

2 1.640 13.668 40.461 1.640 13.668 40.461 2.015 16.789 34.484

3 1.199 9.989 50.450 1.199 9.989 50.450 1.849 15.410 49.894

4 1.113 9.274 59.724 1.113 9.274 59.724 1.180 9.830 59.724

5 .841 7.008 66.732

6 .802 6.681 73.412

7 .748 6.229 79.642

8 .694 5.779 85.421

9 .503 4.188 89.609

10 .452 3.769 93.378

11 .434 3.613 96.991

12 .361 3.009 100.000

 
   

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Scree Plot 
 

It can be inferred from the plot that after component number 4, the Eigen values go below 1 and
there is a gradual trailing off in the plot. So, only four factors will be considered for the study.

Rotated Component Matrix 
 

The Rotated Factor Matrix table contains the factor loadings which is a key for understanding the
results of the analysis. Here, the software has sorted the 12 variables into four factors wherein each
factor consists of those variables which have a loading of 0.50 or higher.

Rotated Component Matrixa

Component
1 2 3 4
Preference_for_Real_brands .799
Real_brands_to_make_situation_more_realistic .844
Use_only_necessary_brands_according_to_story_line .871
Brands_positively_influence_the_audience .708
Relevance .605
Originality .672
Morality .738
Honesty .676
Taste .727
Acceptability .698
Frankness .517
Appealing .612

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Critical Factors 
 

Variables Clubbed Factor/ Component

Relevance Ethicality
Originality
Morality
Honesty

Taste Perceived Brand Image

Acceptability
Frankness
Appealing

Preference to see real brands Use of Real Brands

Real brands to make situation more realistic
Real brands positively influence the audience

Usage of only necessary brands going with the Product Aptness with the story
story line

The variables have been appropriately loaded into respective factors. Factor 1 has variables which
cover ethicality issues, factor 2 has variables which describe how they appeal the viewers and how
the viewers perceive them, factor 3 has variables which are related to using of real brands and
finally factor 4 has only one variable which relates to the product aptness with the story-line of the
movie.

Surprisingly, it is seen that the variable ‘Relevance’ under factor 1 which means the same thing as
the variable ‘use only necessary brands according to story line’ under factor 4, have fallen under
different factors. The reason for this can be attributed to the fact that the respondents might have
perceived the two variables to be different in meaning.

   

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Appendix‐I 

Table­1: Bollywood Movie details  
 

Movie  Product Category  Brand  Total  Box Office 

Earnings  Verdict 
(INR crore) 
Rann  Laptop  Vaio  7.5  Flop 
Once Upon A Time In  Automobile  Mercedes  56.03  Hit 
Mumbai (OUATIM) 
Jaane Tu Ya Jaane Na  Beverage  Coke  56.41  Super Hit 

3 Idiots  Health Care  Fortis  195  Blockbuster 

Well Done Abba  • Mobile  • Nokia   2.25   Flop 
• Telecom Service  • Reliance 
Provider  Comm 
Jannat  Apparels  Spykar  30.65  Super Hit 
Badmaash Company  Footwear  Reebok  20.25  Average 
Namaste London  Financial Services  Western Union  33.98  Hit 
Wake Up Sid  • Laptop  • Apple   26  Above 
• Automobile  • Porche  Average 
Karthik Calling Karthik  Retail Store  Shoppers' Stop  13.5  Below 
Average 
 

Table2: Classification of movies according to Box­office verdict 
 

Popular Movies  Unpopular Movies 
(Hit, Super Hit, Blockbuster)  (Flop, Below Average, Average, 
Above Average) 
OUATIM  Rann 
Jaane Tu Ya Jaane Na  Well Done Abba 
3 Idiots  Badmaash Company 
Namaste London  Wake Up Sid 
Jannat  Karthik Calling Karthik 

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Appendix‐II 
 

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Appendix‐III 

Working­1 

Null HypothesisÆH0: p1= p2 (There is no difference between Aided brand recall and Un-aided
brand recall)

Alternative HypothesisÆ H1: p1 not equal to p2 (There is a difference between Aided brand
recall and Un-aided brand recall)

Confidence LevelÆ 95% (α = 0.05)

Where,

p1: proportion of correct responses from aided recall

p2: proportion of correct responses from un-aided recall

q1: proportion of in-correct responses from aided recall

q2: proportion of in-correct responses from un-aided recall

n1: sample size of respondents under aided recall category

n2: sample size of respondents under un-aided recall category

σ: Standard Error of the difference between two proportions

σ^: Estimated standard error of the difference between two proportions

p^: Estimated overall proportion of successes in two populations

q^: Estimated overall proportion of failures in two populations

40 | P a g e  
 
Calculations 
 

p1 = [Total Correct Responses] / [Correct Responses + Incorrect Responses]

= [851 / (851+259)] = 0.787

q1 = [Total Incorrect Responses] / [Correct Responses + Incorrect Responses] OR [1- p1]

= (1-0.787) = 0.212

p2 = [Total Correct Responses] / [Correct Responses + Incorrect Responses]

= [484 / (484+256)] = 0.654

q2 = [Total Incorrect Responses] / [Correct Responses + Incorrect Responses] OR [1 – p2]

= (1-0.654) = 0.345

σ= = {[(0.78 * 0.21)/108] + [(0.65 * 0.34)/74]} = 0.067

 
p^ = = {[ (108 * 0.78) + (74 * 0.65)] / (108+74)}= 0.733

 
q^ = = {[(108 * 0.21) + (74 * 0.34)] / (108+74)} = 0.266

Also, q^ = (1 – p^)

[(p^ * q^)/n1] + [(p^ * q^)/n2]
σ^ =  

= {[ (0.733 * 0.266)/108] + [(0.733 * 0.266)/74]}= 0.0667

Z = {[(p1 – p2) - (p1 – p2) H0] / σ^} = {[(0.787-0.654) - 0]/0.0667} = 2.007

Z calculated = 2.007 (standard difference between the two sample proportion)

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Workings­2 
 

To study the impact of time frame on overall brand recall, a two-tailed test for differences
between proportions was applied-

Null HypothesisÆH0: p1= p2 (There is no difference between Aided Movie-Brand combination

recall and Un-aided Brand-Movie combination recall)

Alternative HypothesisÆ H1: p1 not equal to p2 (There is a difference between Aided Movie-
Brand combination recall and Un-aided Movie-Brand combination recall)

Confidence LevelÆ 95% (α = 0.05)

Where,

p1: Proportion of correct responses from aided recall

p2: Proportion of correct responses from un-aided recall

Calculations: 
 

p1 = [356 / (356+76)] = 0.824

q1 = (1-0.824) = 0.175

p2 = [223 / (223+73)] = 0.753

q2 = (1-0.753) = 0.246

σ = {[(0.824 * 0.175)/108] + [(0.753 * 0.246)/74]} = 0.062

p^ = {[ (108 * 0.824) + (74 * 0.753)] / (108+74)}= 0.795

q^ = {[(108 * 0.175) + (74 * 0.246)] / (108+74)} = 0.204

σ^ = {[ (0.795 * 0.204)/108] + [(0.795 * 0.204)/74]}= 0.06088

Z = {[(0.824-0.753) - 0]/0.06088} = 1.611

Z calculated = 1.611 (standard difference between the two sample proportion)

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Workings­3 
 

To study the impact of time frame on brand recall from popular movies, a two-tailed test for
differences between proportions was applied.

Null Hypothesis Æ H0: p1= p2 (There is no difference between Aided brand recall and Un-aided
brand recall in popular movies)

Alternative Hypothesis Æ H1: p1 not equal to p2 (There is a difference between Aided brand
recall and Un-aided brand recall in popular movies)

Confidence Level Æ 95% (α = 0.05)

Where,

p1: proportion of correct responses from unaided recall in popular movies

p2: proportion of correct responses from aided recall in popular movies

Standard Error: 0.0666

P^ = 0.75961 (estimated proportion of correct responses from unaided recall)

q^ = 0.24038 (estimated proportion of correct responses from unaided recall)

σ^ = 0.6448

Z calculated: -1.6638

Workings­4 
 

To study the impact of time frame on brand recall from un-popular movies, a two-tailed test for
differences between proportions was applied.

Null Hypothesis Æ H0: p1= p2 (There is no difference between Aided brand recall and Un-aided
brand recall in unpopular movies)

Alternative Hypothesis Æ H1: p1 not equal to p2 (There is a difference between Aided brand
recall and Un-aided brand recall in unpopular movies)

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Confidence Level Æ 95% (α = 0.05)

Where,

p1: proportion of correct responses from unaided recall in unpopular movies

p2: proportion of correct responses from aided recall in unpopular movies

Standard Error: 0.0696

P^ = 0.71611 (estimated proportion of correct responses from unaided recall)

q^ = 0.28388 (estimated proportion of correct responses from aided recall)

σ^ = 0.06804

Z calculated: -2.2288

   

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References 
 

1. Prof Tapan K Panda, ‘Effectiveness Of Product Placements In Indian Films And Its Effects
On Brand Memory And Attitude With Special Reference To Hindi Films’, IIM-K

2. Dr. Subhadip Roy and Dr. Saurabh Bhattacharya, (2008) ‘Product Placement in Bollywood
Movies’, IBS Hyderabad

3. Stacey Brennan, Philip J. Rosenberger III and Veronica Hementera, Marketing Bulletin,
(2004), ‘Product Placement In Movies: An Australian Consumer Perspective On Their
Ethicality And Acceptability’. Article 1

4. D.L.R. Van Der Waldt, L.D.Du Preez & S.Williams, (2008), ‘Recognition and Recall of
Product Placements in Movies and Broadcast Programmes’, Universidad Nacional De
Colombia, Bogota, Colombia. pp. 19-27.

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