In December, Shah Rukh Khan and Kajol-starrer Dilwale, an action-comedy, partnered with laundry detergent brand Ariel for an in-film placement. So did instant noodle brand Ching’s with Yash Raj Films’ psychological thriller Fan, also starring Shah Rukh Khan, earlier this year. The lack of an obvious connect between brand partners and the subject of the film is not uncommon. Sponsor brands also find a place in the standees of the film posters during movie promotions across different cities. To be sure, star value is the single most important factor in drawing brands to a movie project.

Source: Mint July 22, 2016 18:33 UTC