Title: Unveiling the recall power of covert advertising: a study on stealth advertising in Indian reality shows

Authors: Gautam Gopal Dua; Ravi Devendra Vaidya; Gautam Surendra Bapat

Addresses: Agarwal Vidya Vihar English Medium College, Canal Road, Vesu – Surat 395007, India ' S.R. Luthra Institute of Management, Athwalines, Surat (Gujarat) – 395001, India ' Dr. Vishwanath Karad MIT World Peace University, Paud Road, Kothrud, Pune 411038, India

Abstract: Television advertising has historically proven to be a cost-effective and successful method for promoting a diverse array of products and services. In recent years, marketers have harnessed the power of integrating their brands within reality programs, amplifying the visibility and resonance of their messages, thereby capitalising on the unique allure of the reality genre. This study scrutinises the effect of message modality, plot congruency, and prominence on recall rate. It also explores the relation between demographic factors and recall of covertly advertised brands. By conducting within-subject studies, the data was collected using a standardised questionnaire and brief video clips from five Indian reality programmes. The results showed that modality and congruity have a significant influence on recall. The study's conclusions will help advertising professionals incorporate their subtly placed advertisements in reality television shows using the most effective strategy.

Keywords: covert advertisement; product placement; recall rate; reality show; stealth advertisements.

DOI: 10.1504/IJICBM.2026.154068

International Journal of Indian Culture and Business Management, 2026 Vol.38 No.1, pp.68 - 93

Received: 22 Sep 2023
Accepted: 18 Dec 2023
Published online: 11 Jun 2026 *

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