The Impact of Cinema References in Video Advertisements on Brand Identity and Consumer Behaviour

Dr. Gajendra Awasya[1]
Dr. Ankita Tripathi [2]
Utsav Thakur [3]

Abstract:

This research examines the integration of cinema references in video advertisements and their impact on storytelling, brand identity, and consumer buying behavior. As modern advertising evolves, brands increasingly leverage iconic film elements—such as famous dialogues, characters, and soundtracks—to evoke nostalgia, enhance brand recall, and establish deeper emotional connections with audiences.

To assess this phenomenon, structured online surveys were conducted across a diverse demographic group, providing quantitative insights into consumer perceptions, preferences, and behavioral responses. Surveys were chosen as the primary data collection method due to their ability to capture large-scale audience trends, offering measurable insights into engagement and recall.

Findings indicate that cinema references significantly enhance audience engagement and strengthen brand identity, but their effectiveness hinges on strategic execution. While well-integrated references amplify brand recall, poorly executed adaptations risk overshadowing the product or limiting appeal to niche audiences. This study reinforces the need for thoughtful, audience-specific integration of cinema references to maximize advertising effectiveness and consumer impact.

Keywords:  Cinema References, Storytelling, Nostalgia, Brand Loyalty, Consumer Behavior, Cultural Relevance.

Objective:

1. To study the types of cinema references integrated into video advertisements. 
2. To analyze the cultural influence of cinema references on brand identity and recall. 
3. To understand the role of cinema references in shaping consumer buying behavior

Introduction

In today’s competitive advertising landscape, brands constantly seek innovative ways to capture audience attention and influence consumer behavior. One powerful strategy is the use of cinema references in video advertisements. A notable example that has set an industry standard is the Rajamouli-directed Baahubali-themed ad featuring David Warner for CRED UPI. This approach integrates elements from popular films—such as iconic dialogues, characters, music, and visual aesthetics—to create a stronger emotional connection with viewers and evoke nostalgia. This technique leverages the deep cultural impact of films, drawing on both familiarity and emotional resonance to enhance brand recall.

Cinema has a strong psychological and cultural influence on audiences. People relate to films emotionally, making them a natural tool for advertisers to strengthen their brand messaging. Whether through a well-known movie character endorsing a product, a famous dialogue repurposed for marketing, or a background score triggering nostalgia, film references can make advertisements more engaging and memorable. 

Branding is the process of creating a distinct identity for a company, product, or service. Strong brands establish emotional connections with consumers, ensuring that they are easily recognizable and memorable. Since movies already hold a deep emotional and cultural presence, integrating cinema references into advertising can make brands feel more relatable, familiar, and aspirational to consumers.

Consumer behavior plays a crucial role in determining how effective cinema-based advertising is. The use of film elements in ads influences how audiences perceive, engage with, and recall brands. Advertisers use this technique to evoke emotions, foster trust, and create subconscious associations between the film and the product. If a brand successfully taps into a well-loved cinematic moment, consumers are more likely to develop a positive attitude toward it, improving their chances of making a purchase.

This research is particularly relevant in an era where entertainment and advertising constantly overlap. With the rise of digital streaming, pop culture marketing, and nostalgia-driven content, brands now have more opportunities to use cinema references to connect with younger and older audiences alike. Many companies have already benefited from using cinematic branding to make their ads go viral and strengthen consumer loyalty.

Additionally, this study is important for understanding the risks and challenges of this approach. While cinema references can enhance brand engagement, they can also backfire if the audience does not relate to the reference, the execution feels forced, or the product is overshadowed by the film element. By studying how different demographics respond to film-based advertising, this research provides valuable insights for marketers, helping them design more effective and culturally relevant campaigns.

Literature Review

Cinema references in advertising have been extensively studied in relation to brand recall, consumer engagement, and emotional marketing. Research highlights how films influence consumer behavior, shaping perceptions and purchase decisions by leveraging familiarity and nostalgia. Studies suggest that integrating cinematic elements—such as characters, dialogues, and visual aesthetics—into advertisements strengthens brand recognition, making ads more engaging and memorable.

Effect of Branding on Consumer Buying Behaviour” by Satyendra Yadav explores the psychological impact of branding on consumer decision-making. It emphasizes how film-based branding creates subconscious associations between a product and the emotions evoked by a movie scene, reinforcing brand identity and consumer preferences. This aligns with findings from Bilal Ahmed Memon et al. 

Research by Yadav (year) highlights how film-based branding creates subconscious associations between products and emotions evoked by movie scenes, reinforcing brand identity and consumer preferences.

“Impact of Brand Recall on Customer Purchase Intention”, which demonstrates that strong brand recognition directly influences consumer behavior. The study, conducted through surveys, reveals that consumers are more likely to purchase brands they associate with positive experiences, reinforcing the effectiveness of cinematic branding in advertising.

Memon et al. (year) demonstrate that strong brand recognition directly influences consumer behavior, emphasizing the effectiveness of cinematic branding in advertising.

Malgorzata Karpinska-Krakowiak & Martin Eisend in “Mini-Film Advertising and Digital Brand Engagement” examine how narrative-driven marketing, particularly in short-form branded films, enhances digital engagement. Their study suggests that advertisements using both drama (emotional storytelling) and lecture (factual information) create deeper connections with audiences. This finding is relevant to cinema-based advertising, where nostalgia, character-driven storytelling, and familiar cinematic elements contribute to higher engagement and emotional resonance.

Karpinska-Krakowiak & Eisend (year) argue that narrative-driven marketing enhances digital engagement, particularly through emotional storytelling and familiar cinematic elements.

“Understanding the Effectiveness of Video Ads” by S. Shunmuga Krishnan and Ramesh K. Sitaraman explores factors that affect video ad success, including ad placement, length, and viewer engagement. The research finds that ads placed within long-form content, such as movies, have higher completion rates compared to short-form digital ads. This highlights the strategic importance of cinematic references in marketing, as well-integrated film elements can sustain audience interest, enhance recall, and create lasting impressions.

 Methodology

This research adopts a mixed-methods approach, integrating both quantitative surveys and qualitative content analysis to examine the impact of cinema references in video advertisements on brand engagement, recall, and consumer buying behavior. 

Survey-Based Quantitative Research

A structured survey was conducted among 159 participants aged 18–45, ensuring a diverse demographic representation. The survey aimed to capture viewing habits, awareness of cinema references in ads, and their impact on consumer behavior. The data collected provided measurable insights into the frequency of cinema references in advertisements, audience recall of brands using such references, and the degree to which these references influenced purchase decisions. The responses were analyzed to establish trends in consumer perception and brand engagement, allowing for statistical correlations between the use of film-based elements and advertising effectiveness. 

Qualitative Content Analysis

To complement the survey data, content analysis was conducted on multiple advertisements that incorporated cinema references. This involved selecting ads from various industries—including finance, food & beverages, and fashion—that prominently featured elements from popular films. The analysis focused on:

• Integration Techniques: Examining how film dialogues, characters, soundtracks, and visual aesthetics were embedded within advertisements.
• Emotional & Cultural Appeal: Assessing whether these references evoked nostalgia, humor, or familiarity among viewers.
• Effectiveness in Brand Messaging: Determining whether the use of cinema references enhanced brand storytelling or risked overshadowing the product.

Several high-profile advertisements served as case studies for this research. The CRED UPI campaign featuring Rajamouli’s Baahubali and cricketer David Warner became an industry benchmark by using grand, cinematic visuals and iconic battle sequences to promote a digital payment service. This ad effectively leveraged humor and cultural nostalgia to make an unfamiliar financial product more relatable. Similarly, Rungta Steel’s advertisement featuring references to Rockstar, Gangubai, and Raees integrated popular Bollywood characters to reinforce the strength and reliability of their steel products, demonstrating how cinematic references can create aspirational value even for industries that are not traditionally associated with entertainment. Carvaan’s nostalgic marketing strategy incorporated classic Bollywood music, effectively resonating with older audiences by tapping into their sentimental attachment to Hindi film songs. Beardo’s campaign featuring Yash from KGF utilized the rugged, macho appeal of the character to promote its grooming products, reinforcing the brand’s positioning through a strong cinematic hero archetype.

By integrating survey findings with real-world advertising strategies, this research provides a comprehensive understanding of how cinema references in advertisements shape audience engagement, influence consumer behavior, and strengthen brand identity. The combination of consumer perception data and practical case studies offers valuable insights into the strategic use of film elements in modern advertising, highlighting both the opportunities and potential pitfalls of this approach.

Discussion

The integration of film references in advertisements serves multiple purposes—from enhancing storytelling to building emotional connections with the audience. Preliminary findings suggest that commercials featuring recognizable film characters or iconic dialogues improve brand recall significantly. This relationship between cinema and advertising allows brands to position themselves as culturally relevant and relatable. Additionally, consumer behavior analysis is expected to reveal that advertisements incorporating beloved film characters or soundtracks positively influence purchasing decisions. Consumers may be more inclined to purchase products when they feel an emotional connection through these cinematic references. However, there is a potential risk that the film reference might overshadow the actual product being advertised.

Demograohic Data

• Age: The majority of respondents fall within the 18-24 age range. A smaller, but significant, portion is in the 25-34 age range.

• Gender: The dataset primarily consists of male respondents, with a smaller number of female respondents.

• Movie Watching Frequency: Responses are diverse, ranging from daily to rarely. However, the distribution suggests the responses are heavily skewed with “Rarely” and “Weekly” being the dominant choices.

Data Analysis

1. Do you think the integration of cinema references enhances the storytelling in video ads?The integration of cinema references in video ads is perceived as a storytelling enhancer by a significant majority of respondents. This suggests that using recognizable elements from movies can make advertisements more engaging and memorable. The positive impact on storytelling is likely due to the emotional connection and nostalgia that cinema references evoke, making the ad more relatable and impactful.

2. Does familiarity with a movie character increase your likelihood to purchase related merchandise (e.g., clothing/toys)?

Familiarity with movie characters appears to have a moderate to strong influence on purchasing decisions for related merchandise. Respondents generally agree that knowing a character can make them more likely to buy associated products. This indicates that brands can leverage popular characters to boost merchandise sales, especially among fans who have an emotional attachment to these characters.

3. Would you ever prefer purchasing a product because of its association with a movie reference in its advertisement?

While opinions are mixed, a notable portion of respondents indicate that they might prefer purchasing a product if it is associated with a movie reference in an advertisement. This suggests that cinema references can act as a catalyst for purchase decisions, particularly if the reference resonates with the consumer’s interests or nostalgia. However, the effectiveness of this strategy may vary depending on the individual’s affinity for movies and advertising.

4. What types of cinema references in ads capture your attention the most, and why?
Respondents predominantly cite “iconic characters” and “famous dialogues” as the types of cinema references that capture their attention most effectively. These elements are likely to resonate because they evoke strong memories and emotions associated with the movies. The use of recognizable characters and dialogues can make ads more memorable and engaging, as they tap into the viewer’s existing knowledge and affection for cinema.

5. Which industries benefit most from using cinema references in advertisements?
Respondents generally agree that industries such as entertainment, fashion, and technology benefit significantly from using cinema references in advertisements. These industries often have a natural affinity with movies, allowing them to leverage cinematic elements in a way that feels authentic and engaging to their target audience. For example, fashion brands can use iconic movie characters to promote clothing lines, while tech companies might use sci-fi movie references to highlight innovative products.

6. How does the use of familiar movie dialogues in ads affect your perception of the product?
The use of familiar movie dialogues in ads tends to positively affect product perception among respondents. Dialogues can make products seem more memorable, entertaining, and culturally relevant. However, the effectiveness depends on how well the dialogue aligns with the product’s message and brand identity. When executed correctly, movie dialogues can enhance brand recognition and appeal.

7. How do you interpret ads that feature actors reprising their famous movie roles?
Respondents generally view ads featuring actors reprising their famous roles as a creative and engaging strategy. This approach can evoke nostalgia and reinforce the brand’s message by leveraging the actor’s iconic character. However, it’s crucial that the ad remains authentic and respectful to the original context, as missteps can lead to negative perceptions.

8. What risks do brands face when relying on cinema references for their cultural identity?
Brands face several risks when relying on cinema references for their cultural identity. Key concerns include the potential for references to overshadow the product itself, alienate audiences unfamiliar with the reference, or appear insincere if not executed thoughtfully. Additionally, there’s a risk of legal issues related to copyright and licensing. Brands must carefully consider these risks to ensure that cinema references enhance rather than detract from their brand image.

9. What do you think makes a poorly executed cinema reference feel ineffective in an ad?
Poorly executed cinema references can feel ineffective in ads when they lack relevance to the product or brand message, fail to resonate with the target audience, or come across as forced or insincere. Respondents suggest that a lack of creativity, poor timing, or misalignment with the brand’s identity can also contribute to a reference feeling ineffective. Effective execution requires a deep understanding of both the cinema reference and the target audience.

10. How does an ad’s use of cinema influence your opinion of the brand’s cultural relevance?
The use of cinema references in ads can significantly influence perceptions of a brand’s cultural relevance. Respondents generally agree that well-executed references can make a brand appear more culturally aware and connected to contemporary trends. However, poorly executed references can have the opposite effect, making the brand seem out of touch or trying too hard. The key is to use references that are authentic and meaningful to the target audience.

11. Rate the influence of Cinema Reference on Brand Loyalty of the Consumers.
Respondents generally rate the influence of cinema references on brand loyalty as moderate to high. This suggests that when done correctly, cinema references can contribute to building brand loyalty by creating memorable and engaging experiences for consumers. However, the impact can vary based on how well the reference aligns with the brand’s identity and the consumer’s interests.

12. Do you think cinema references could overshadow the product and its messaging?
A significant portion of respondents believe that cinema references could potentially overshadow the product and its messaging if not executed carefully. This risk is higher if the reference is overly prominent or fails to integrate seamlessly with the product’s message. Brands must balance the use of cinema references with clear communication of the product’s benefits and features.

13. Do advertisements utilizing nostalgia from classic films affect your willingness to pay premium prices for products?

Nostalgia-driven ads using classic films can influence respondents’ willingness to pay premium prices for products, though the effect varies. Some respondents indicate that nostalgia can make them more willing to pay more, especially if the product is perceived as high-quality or unique. However, others remain unaffected, suggesting that the impact of nostalgia on pricing decisions is highly individualized.

14. Have cinema-themed promotions ever led to unplanned purchases for you?
A notable number of respondents admit that cinema-themed promotions have led to unplanned purchases. This indicates that well-designed promotions leveraging cinema references can be effective in driving impulse buys. The emotional connection and nostalgia evoked by these promotions can lower resistance to purchasing, especially among fans of the referenced movies.

15. What would you rate the effectiveness of cinema references in creating a positive image for brands in your opinion?

Respondents generally rate the effectiveness of cinema references in creating a positive brand image as moderate to high. When executed well, cinema references can enhance brand recognition, appeal, and cultural relevance. However, the success depends on how authentically and creatively the references are integrated into the brand’s messaging.

Findings :

Objective 1 : To study the types of cinema references integrated into video advertisements. 

• Storytelling Enhancement:
• 4% of respondents believe cinema references greatly enhance storytelling in advertisements, making them more engaging and emotionally resonant.
• Dialogues and Characters:
• Familiar movie dialogues were identified as the most impactful, with 38.9% stating they make ads more entertaining, and 28.7% citing their ability to enhance product appeal.

Objective 2 : To analyze the cultural influence of cinema references on brand identity and recall. 

• Brand Loyalty:
• The average influence of cinema references on brand loyalty was rated 6.12/10, suggesting a moderate yet significant impact.
• Cultural Relevance:
• 3% of respondents feel cinema references make brands appear modern and culturally in touch. However, 28.8% emphasize that the success of these references depends on execution.

Objective 3 : To understand the role of cinema references in shaping consumer buying behavior.

• Premium Pricing:
• 3% of participants indicated a moderate willingness to pay premium prices for products associated with nostalgic cinema elements.
• Unplanned Purchases:
• While 46.6% rarely made unplanned purchases due to cinema-themed ads, 37.3% occasionally did, showing a variable influence on impulse buying behavior.

Limitations :

The study identified several challenges:

1. Subjectivity: Personal experiences and cultural backgrounds heavily influence interpretations of cinema references.
2. Advertising Saturation: The prevalence of similar cinematic themes in ads can dilute their impact.
3. Execution Risks: Poorly integrated references risk overshadowing the product or misaligning with brand identity.

Conclusion :

The integration of cinema references in video advertisements has proven to be a powerful tool for enhancing storytelling, strengthening brand identity, and influencing consumer behavior. Through a combination of survey analysis and content evaluation, this research highlights how film elements such as iconic dialogues, characters, and nostalgic soundtracks contribute to increased audience engagement and brand recall. The findings suggest that cinema-based advertising, when executed strategically, can create strong emotional connections with consumers, fostering brand loyalty and influencing purchasing decisions.

One of the key takeaways from this study is the importance of execution in determining the success of cinema references in advertising. While a well-integrated reference enhances relatability and engagement, a poorly executed adaptation risks overshadowing the product or alienating certain audience segments. The research also emphasizes that the effectiveness of film references varies based on demographic factors. Younger audiences are more receptive to contemporary cinema references, while older consumers respond more positively to nostalgic elements from classic films.

The study further reveals that cinema-based advertisements can drive impulse buying behavior, with a significant number of respondents acknowledging that film-themed promotions have influenced their unplanned purchases. However, while cinema references can make a brand more culturally relevant, they must be used thoughtfully to align with the brand’s identity and message. Advertisers should be cautious of potential pitfalls, including overuse of nostalgia, misalignment with the product, and cultural insensitivity.

Overall, this research reinforces the role of cinema as a cultural force that extends beyond entertainment into advertising, shaping how brands connect with their audiences. Moving forward, brands can benefit from balancing innovation with nostalgia, ensuring that cinema references not only attract attention but also contribute meaningfully to the brand’s storytelling. Future studies could further explore cross-cultural variations in consumer responses to cinema references, as well as the long-term effects of such advertising strategies on brand loyalty and consumer retention.

Recommendations :

1. Strategic Integration: Use iconic elements that align closely with the brand message.
2. Demographic Targeting: Leverage nostalgia for older audiences and contemporary references for younger demographics.
3. Creative Execution: Focus on storytelling to avoid overshadowing the product.

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[1] Asst. Professor, Makhanlal Chaturvedi National University of Journalism and Communication, Bhopal.  Email: gajendra@mcu.ac.in

[2] Faculty, Makhanlal Chaturvedi National University of Journalism and Communication, Bhopal.  Email:  ankita.mcu@gmail.com

[3] Student, Msc. Film Production, Makhanlal Chaturvedi National University of Journalism and Communication, Bhopal. 

Email: kumarutsav329@gmail.com