Baghban, directed by BR Chopra, and starring Amitabh Bachchan & Hema Malini has multi product placement and three brands - Tata Tea, Ford and ICICI figuring prominently in the story.
Amitabh Bachchan is shown as a trustworthy, reliable and focused ICICI bank employee who is dedicated to his customers. The characterization of Big B is such that he handles techno-phobic customers with warmth, comfort and ease, thereby portraying the values of the bank. ICICI is visible for around 8-10 minutes in the film. Ford has been incorporated in just one scene, which lasts for approximately 5-6 minutes. However, the scene represents a larger than life image of the brand and is difficult to miss. Tata tea has been placed in 2-3 scenes of approximately 30 seconds each.
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