Marketing Luxury and Fashion Through Bollywood

An increasing number of luxury brands are looking to India with the hope of grabbing a slice of the world's second most populated market. However, these same brands often fail to understand that, because India has a deep-rooted luxury culture of its own, local consumers do not long for foreign brands in the same way as, say, their Chinese counterparts do. As a result, brands focus far too little on creating brand awareness, expecting consumers to fetch a greater amount of brand-related information on their own. With this in mind, this book explores how brands can harness the extraordinary power of Bollywood to effectively communicate new values of luxury and increase brand awareness. By understanding the specificities of product placement and celebrity endorsement in India, brand executives and managers will not only increase the visibility of their brands but also overcome many of the challenges foreign brands face in the sub-continent.