ill some time ago, commercialisation was largely seen as taboo by the theatre fraternity. Those days are gone. We are now witness to brand placement in plays performed at various theatres across the country. This phenomenon is largely observed in commercial Indian theatre across regions.

Brands have made a clever decision by investing in "in-play" placements. Not only do they cost much less than in-film placements (brand placements in films can be anywhere from Rs 5 lakh-1 crore or even more whereas in-play placements costs between Rs 1 and 10 lakh and above, as per Mr Navin Shah, CEO, P9 Integrated). The brands that invest in theatre are mainly high-end, which is hardly surprising, considering the socio-economic background of the average playgoer. Also, a play can have numerous runs and can be modified as and when required, unlike in a film, where there is no room for change.... more