Tata Safari has been used in the film Road. In Yaadein ( 2001 ), brands like Coca Cola, Hero Cycles and Paas Pass were placed. Some film makers do not welcome such placements, as they feel that such placements might take away the emotions in a story-line. The brand’s presence may distract the viewers from the dramatic tension. Hollywood has used brand placements successfully in Bond movies with BMWs, Omegas and Smirnoff Vodka as preferred brands of Bond.In , a Bond movie, Aston Martin car and Finlandia have replaced BMW and Smirnoff respectively. In What Women Want, Nike’s new range Presto was launched. Spielberg’s Minority Report had an array of brands from a futuristic Lexus to Nokia, GAP, Aquafina and Pepsi.In Top Gun, Tom Cruiser uses RayBan glasses. Subhash Ghai’s Karz promoted music company HMV. Gardish placed Goodknight insect repellents. Taal ( 1999 ) placed brands like Coca Cola, BPL and Kenstar. Akshay Khanna, the hero sips Coke from the bottle tasted by the heroine. A brand is made a part of a story-line. Bobby ( 1970 ) had Escort’s smaller version of Raajdoot. The risk in placement is that the central idla of the film does not match what the brand stands for. The cost of placing a brand in a film could be anywhere from Rs. 10 lakh to Rs 2 crore. It has become an alternative revenue stream. Even news channels of TV have been placed in the movies, e.g. Aaj Tak has been used as a news-channel in Khakhee for its credibility and Star News has been used in Ek Hasina Thi.