Bollywood films (or for that matter all Indian films) provide a lot of context to people. They create aspirations among people to have similar experiences in their lives. Songs, dialogues etc. from movies provide opportunities to people to dream and model their life situations around them.
The films which provide a lot of such aspirational context succeed, because people spread their songs, dances and dialogues by repeating them again and again.
I heard a song from the yet to be released film Dishoom which goes like “Sau tarah ke rog le loon. Ishq ka marz kya hai. Tu kahe toh jaan de doon. Kehne mein harz kya hai.”
सौ तरह के रोग ले लूं, इश्क का मर्झ क्या है…तु कहे तो जान दे दूं, कहने में हर्ज क्या है…
You will hear these words from a lot of people in the coming months and years. There is a huge number of people who will love to mouth these lines. Year after year.
When our product becomes a part of the customers’ lives, gives them reasons to dream and aspire, it is successful marketing. Many films succeed at that.