From Jingles To Cinema: The Reverse Crossover Between Bollywood And Brands

A growing number of Indian brands are rethinking the way they advertise, increasingly borrowing from Bollywood’s emotional playbook to create deeper audience impact. The shift, highlighted in a recent LinkedIn post by Trzy Innovationz founder Cchaitanya Bagai, signals a blurring of lines between film promotions and brand marketing.

Bagai pointed to a full-circle moment in the industry: A.R. Rahman began his career composing ad jingles before becoming one of India’s most celebrated film composers. Today, he suggests, the industry is moving in reverse, with acclaimed filmmakers stepping into the advertising world to craft brand narratives.

He cited examples such as filmmaker Meera Nair directing a campaign for Tanishq after helming films like Monsoon Wedding, and Gauri Shinde, who transitioned from advertising to directing the critically acclaimed English Vinglish. According to Bagai, these crossovers underscore a larger shift: the traditional divide between Bollywood and brands is rapidly dissolving.

The change is being driven by evolving audience expectations. After decades of emotionally rich, high-drama storytelling in Indian cinema, viewers now expect the same emotional depth from branded content. As a result, the conventional 30-second television commercial is losing ground to longer, short film-style advertisements designed primarily for digital and mobile platforms.

Brands are increasingly producing two-to-three-minute narrative films aimed at going viral rather than fitting into television ad slots. Campaigns now blend drama, humour and emotion, a “full masala” approach tailored to Indian sensibilities. Instead of one-off commercials, companies are building episodic storylines and recurring characters that encourage repeat engagement.

Bagai, whose firm has worked on over 750 film promotions, noted that brand briefs are beginning to resemble film studio mandates. The focus is no longer simply on visibility or recall, but on making audiences “feel something real.”

Industry observers say this convergence reflects broader changes in content consumption. With streaming platforms, social media and mobile-first viewing reshaping habits, brands are competing not just with other advertisers but with films and web series for attention.

As film promotions and brand marketing continue to merge, creators who can navigate both worlds, cinematic storytelling and strategic branding, are likely to lead the next phase of advertising innovation in India.