• RAKHI RATURI

This paper studies the change in media viewing habits of Indian consumers from Television to online web-series. With advertising clutter and growing competition, brands are also seeking this opportunity to promote better through these online shows. Product placement is a planned insertion of brands, or products and services within the fictional format to persuade the viewers. The researcher tries to examine the change in viewer’s habit in the context of media consumption and its influence with respect to brand awareness. This paper examines and presents the work done by researchers across the globe in the area of media communication and product placement. Keyword: Media, Product Placement, Consumer Awareness, Web Series, Brand, Advertising Clutter, Branded Entertainment, Attitude and Behaviour

Keyword: Media, Product Placement, Consumer Awareness, Web Series, Brand, Advertising Clutter, Branded Entertainment, Attitude and Behaviour

"EMERGENCE OF PRODUCT PLACEMENT IN THE INDIAN WEBSERIES", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.769-774, June 2019, Available :http://www.jetir.org/papers/JETIR1907707.pdf

"EMERGENCE OF PRODUCT PLACEMENT IN THE INDIAN WEBSERIES", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp769-774, June 2019, Available at : http://www.jetir.org/papers/JETIR1907707.pdf