India, Jan. 14 -- What makes a film linger in public memory long after the credits roll? Why do some movies evolve into cultural movements while others quietly fade away? These questions lie at the heart of When Branding Met Movies, a new book launched on Monday at the World

Book Fair. Authored by Chaitanya Prasad, Zoya Ahmad, and Vaishnavie Srinivasan, the book explores the powerful intersection of cinema and branding, examining how films increasingly transcend storytelling to become immersive cultural experiences. Published by the National Book Trust (NBT), the book offers a fresh and accessible perspective on the forces that shape cinema's lasting impact.

Drawing examples from Bollywood, Hollywood, regional cinema, and independent fi...