Product placement spreads its wings

First of all Bollywood, now the world...
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In-film branding , already all the rage in Bollywood, is making it way in Marathi films. Jai Jai Maharashtra Mazha (JJMM), an under-production Marathi film has signed on brands like Volkswagen, Fair and Lovely, Radio Mirchi , Traveltime and Seasons Apparels. Real estate developer City Corporation has become the co-producer, displaying its township Amanora in the film.

"Brands get a good visibility and the producer can recover the film's production cost before it is released," Mahesh Manjeraker, actor and producer said. Manjeraker, who has also acted in Hindi films, plays the lead role in JJMM and is also its distribution advisor.

Aniruddha Deshpande, managing director, City Corporation, added: "This is our first association with the cinema. This film shows progressive Maharashtra, which syncs with the the theme of our business. Brands like us are looking for options to reach out the young audience, which we see will happen through this film."

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