Advertisers spend Rs 100 crore on marketing through films

In terms of categories of advertisers, FMCG leads the table with a 19% share

Advertisers are spending Rs 100 crore per year on film-based marketing, reveals a report by ESP, the sports and entertainment programming specialist arm of Group M. 

The first edition of the report, “Showbiz, The Indian Superpower”, released on Wednesday in Mumbai covers three aspects of the entertainment industry: film marketing, the celebrity aspect (endorsers and influencers), and content licensing. 

Brand associations with films have been quantified in two categories, in-film product placement and co-branded marketing. The latter commands a greater share of brand association when it comes to films. While Hindi and English films corner the bulk of brand alliances, films in