When the product becomes a part of the film’s story, we call it in-film placement. It is good promotional technique. MakeMyTrip placed itself in Yeh Jawani Hai Deewani (YJHD). In past, they have tied up with films such as Dostana and My Name Is Khan. Nokia too was placed with YJHD. Several other branded products have been placed, e. g. KitKat, BSA bicycles, L’Oreal Paris in films such as Break Ke Baad, Student of the Year and Aisha. Shah Rukh’s Ra.One had collaborated with 25 brands including Sony Playstation, YouTube, Nokia, McDonald’s, Nerolac, Videocon, Western Union Money Transfer and ESPN Star Sports. Barfi had nine brands collaborating with films. Sometimes the brand is incorporated in the title of the film — Mere Dad Ki Maruti. The studio has to approach the marketing department of the company whose product is to be place in the film. The brand can then advertise along with the film, once the film is released. Munni Badnaam Hui had Zandu balm in its lyrics and that boosted the sale of the brand.