Business Case Studies, Marketing Strategies / Strategic Marketing Case Study, Mukta Arts Ltd,Pioneer in Product Placements in Films

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Case Title:

Mukta Arts Ltd-Pioneer in Product Placements in Films

Publication Year : 2006

Authors: Seema Agrawal, Joel Sarosh Thadamalla & Dr. A.V Vedpuriswar

Industry: Entertainment


Case Code: MKS0043A

Teaching Note: Not Available

Structured Assignment: Not Available

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Mukta Arts Limited was promoted by India’s most successful film-maker Subhash Ghai in 1978. Ghai brought professionalism to the Indian film industry. Mukta was actively involved in movie distribution, television, post production and training. Mukta had pioneered the concept of product placements in films in India in 1980. The product placements concept was well accepted and adopted by film producers and advertisers. Ghai used branded products in many films to increase revenues. Though the concept was welcomed by audience, some product placements by Ghai in his films were disliked by audience. Would Mukta Arts be able to fulfill audience expectations?

Pedagogical Objectives:

  • To understand the concept of in-film advertising
  • To discuss various instances of product placements
  • To discuss film marketing and strategies
  • To debate issues related to social responsibility.

Keywords : Advertising Industry, Indian film industry, Marketing Strategies Case Study, Bollywood, Entertainment Industry, Product Placements, In-film Advertising, Mukta Arts Limited, Subhash Ghai, Showman, Mukta TeleMedia, Audeus, Whistling Woods International, Film Production, Production House, Ad Agency, Social Responsibility, Brand Promotion, Marketing, Movie, Brand Awareness, Brand Recall, Brand Recognition, Product Advertisement, Brand Association


  • Mukta Arts Limited
  • Product Placements in Films
  • Audience Response to Product Placements
  • Social Responsibility
  • The Road Ahead

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