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Branding Culture: A Study of Telugu Film Industry
Abstract
Telugu film industry, known as Tollywood is gaining popularity in the domain of regional film industry in India. Over the years, the industry through its actors, remaking and dubbing to various languages films; a tendency of culture and brand has emerged. Sometimes celebrated artists brand the films and vice versa. Brand endorsements and in film advertisements have become the order of the day. The current chapter attempts to explore Telugu cinema as culture and brand by analyzing the cases of the films like Pokiri, Magadheera, Baahubali: The Beginning and Baahubali 2: The Conclusion. In addition, the study tries to understand the timeline of Telugu cinema, keeping the culture and branding in mind.
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