Entertainment marketing involves promoting products through various forms of entertainment media. It is often referred to as product placement. Examples given include placements of brands in popular Bollywood films. The practice of product placement is growing as it allows brands to reach large audiences in a clutter-free environment. Research shows viewers have better brand recall when placements are integrated into the story and involve multiple senses. However, effectiveness is difficult to measure and negative attitudes can emerge if placements are not well-executed. Product placement may transform viewers' experiences of brands by creating an emotional connection through identification with characters.