BOLLYWOOD MAGIC WORLD EVENT FORUM

Bollywood has finally discovered branding. In 2006, according to industry estimates, brand cameos earned around Rs 80 crore, and as a result, even small- and medium-budget movies as well as animated films are hoping to cash in on this new and lucrative revenue stream. Indeed, media analysts and industry watchers expect that figure to climb to Rs 200 crore this year, and reach Rs 800 crore in 2010
Last year, Farhan Akhtar’s Don promoted Tag Heuer watches, Motorola, Garnier, Citibank and, of course, Oakley sunglasses as well as Louis Philippe outfits.

For brand managers, an association with Bollywood gives them a clutter-breaking opportunity to look beyond the 30-second television commercial. For filmmakers, the right brand offers not only another revenue stream, but also a great opportunity to market their film through above- and below-the-line channels. Obviously, it’s a win-win script for both companies and Brand Bollywood.

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