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Indian Film Industry also popularly known as “Bollywood” is one of the biggest film making industries in the world and is the only other film making industry which can stand against Hollywood. Mishra in his work says “the massive size of Indian cinema is obvious from its statistics; eight hundred films a year shown in more than thirteen thousand predominantly urban cinemas, viewed by an average of eleven million people each day and exported to more than hundred countries.” Mishra (2002, pp.1) having considered this data which has grown to even much bigger numbers in year 2009, Indian Films have become one of the biggest instruments of mass communication. The commercial breaks on the satellite television are now avoided by the viewers as the number of channel on television have increased to huge extent which gives liberty to the viewer to flip to a channel which is more interesting and avoid the advertisement, the technology give the viewer the privilege of recording the programs without commercial breaks as well, factors like these has open portals for movies to become a new carrier for brand promotion. Being a mass media of this enormous magnitude, Bollywood has a lot of potential and a significant number of opportunities for In-Film planned brand placement also known as brand entertainment or brand integration (Glaiseter, 2005 ) and these opportunities are being well grabbed by the advertisers and marketers in the Indian market.


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