When Mythology Meets Marketing: Brands in Epic Films

When Mythology Meets Marketing: Finding a Place for Brands

A brand can seamlessly appear in a contemporary Bollywood film, where a phone or beverage fits naturally into the story. However, when a film is set thousands of years ago, conventional product placement becomes a challenge.

As Indian cinema increasingly explores mythology-based stories, marketers are questioning how brands can connect with audiences without disrupting the narrative.

Films inspired by mythology, faith and folklore are gaining attention. From Mahavatar Narasimha, which explores Lord Vishnu's Narasimha avatar, to Hanuman Ansh, inspired by the life of Neem Karoli Baba, and The Vow: Force of the Forrest, which draws from folklore, the genre continues to expand. The much-anticipated Ramayana: Part One, based on the epic, further highlights the growing interest in mythological storytelling.

These films offer brands access to audiences connected through cultural familiarity, faith and emotional storytelling. However, they also require a different approach to marketing. Unlike contemporary films, mythological narratives may not provide a natural setting for conventional product placement.

For marketers, the challenge is shifting from simply finding a way to enter the film to becoming part of the broader cultural conversation surrounding it.

Vishal Prabhu, creative director – strategy at White Rivers Media, believes brands should begin with the themes of a film rather than focusing only on direct product integration.

Mythological stories often explore values such as courage, duty, family and the triumph of good over evil. Brands can identify themes that align with their positioning and translate them into digital storytelling, festive campaigns, interactive formats and cultural experiences.

This approach allows brands to connect with audiences while respecting the emotional and cultural significance of the narrative.