alexa Is it Ethical to allow Product Placement in Films?
E-ISSN: 2223-5833

Arabian Journal of Business and Management Review
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Research Article

Is it Ethical to allow Product Placement in Films?

Rishi Shukla P*

Symbiosis Centre for Management Studies, Symbiosis International University, Viman Nagar, Pune, India

Corresponding Author:
Dr. Rishi Shukla P
Asst. Professor, Symbiosis Centre for Management Studies
Symbiosis International University, Viman Nagar, Pune, India
Tel: 020-26634531, 09975846067
E-mail: [email protected]

Received date: July 29, 2015; Accepted date: November 25, 2015; Published date: November 07, 2015

Citation: Rishi Shukla P (2015) Is it Ethical to allow Product Placement in Films? Arabian J Bus Manag Review 6:185. 

Copyright: © 2015 Rishi Shukla P. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.



Purpose: In recent years, the Product placement industry in India has seen a significant boom. The growth of Product placement continues as media seeks funding and branded products. Product placement in Indian films and television is becoming increasingly common.
Background: This research focused on central themes related to Ethical issue in Product Placement Strategy as advertisement or pure entertainment, need for government control and influence on viewers.
Design: The results of a survey of 963 respondents from Pune and Mumbai are reported in this paper. Results indicate viewers have mixed response to ethical issues related to product placement in Indian films.
Result: The results of the study may provide marketers and business decision makers with a further understanding of product placement in films and ethical issues involved in it. Future implication: The study was restricted to analyze the product placement in Hindi films only. But the outcome of this study may apply to other regional films also.


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