Product Placement vs Surrogate Advertising in OTT Shows: The Grey Zone in Indian Media Law

Introduction Over the last few years, OTT platforms like Netflix, Amazon Prime Video, Hotstar and others have become the primary source of entertainment for a large section of Indian audiences. As more viewers move away from television and towards ad-free subscription models, brands have quietly shifted their strategy. Instead of traditional commercials, they now prefer to appear inside the content through props, dialogue mentions or storyline integrations. This rise in product placement has...