hat makes Krrish a super-hero? Bournvita is his answer. While all around him need Vicks inhalers and lozenges to keep fit and a Hero Honda bike to ride around town, he can scale trees and mountains in a leap, though his clothes do tend to get dirty. But does he care? His granny has been washing them with Tide. Before Krrish learnt to leap over mountains, he was a chubby kid who sketched a lot using Faber Castle crayons.

Krrish - the latest release from the Filmkraft banner - is in the news not only for introducing an Indian super-hero but also for being "a one-stop brand placements shop". Although in-film brand placements are not really a new concept (Swades, Phir Bhi Dil Hai Hindustani and others tried this), Krrish has broken all records in this marketing exercise. So much so that it has become a case study for management institutes.... more