Content Analysis of the Series ‘Call Me Bae’: Enumerating Product Placement, Advertising, and Brand Strategy through Fashion Communication on Amazon Prime Video

This study examines the Amazon Prime Video series Call Me Bae to explore the integration of product placement, advertising, and brand strategy through fashion communication, focusing on the innovative use of branded content in Indian OTT series. Leveraging content analysis as the primary methodology, the research systematically reviews all episodes, identifying verbal and visual references to luxury brands such as Gucci, Louis Vuitton, and Prada, and categorizing their narrative integration. The analysis centers on the frequency of brand mentions, their visual prominence and their contextual alignment within the storyline. It also evaluates the subtlety and thematic consistency of advertising techniques. Fashion-centric narratives are analyzed for their role in character development, plot advancement, and aesthetic enhancement, reflecting the protagonist’s aspirations and evolution. The findings reveal that Call Me Bae seamlessly incorporates high-end brands into its narrative, aligning product placement with pivotal plot points to enhance both storytelling and brand visibility. Advertising strategies are subtle yet impactful, employing visual cues and branded accessories to create a cohesive branding presence without disrupting the viewing experience. Fashion is integral to the series' narrative structure, adding depth to character arcs and elevating its visual appeal. However, the study highlights concerns over the exclusivity of luxury branding, which may alienate segments of the audience due to its lack of accessibility. The research underscores the effectiveness of fashion-centric storytelling in boosting brand identity and audience engagement, positioning Call Me Bae as a benchmark for innovative content creation on Indian OTT platforms. It also emphasizes the potential of such narratives to redefine branding strategies in digital entertainment, while cautioning against the risks of limited inclusivity. The conclusions suggest future research opportunities, including audience segmentation studies, comparisons with global OTT series to explore cultural nuances, and investigations into the impact of such branding on audience recall and purchasing behavior. Ultimately, the study contributes to the evolving discourse on marketing in the OTT ecosystem, demonstrating how fashion communication can merge seamlessly with product placement to redefine branding narratives and enhance audience connection within digital storytelling.