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The Hindu Business Line: Cambridge researchers look at Bollywood to understand consumption patterns


A study co-authored by Jaideep Prabhu, Professor of Marketing at Cambridge Judge Business School, is featured in the article. Using Bollywood films the study examines energy and household appliance use across four decades in India. “Our intent was to show that commercial Bollywood films and TV serials can be used for energy research purpose,” Jaideep said.

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