In-film branding is marketing brands through movies. Consumers are exhausted of traditional brand communication and they desire to receive communication in an entertaining and enjoyable way. Movies have a big impact on our psychology. Everything we see in a film gets recorded in our memory is responsible for the thoughts we get after watching any movie. Brands use this to market their products and services. It helps them to reach out to their target audience in an interactive way. In this study we tried to understand the influence of in-film branding onpurchase intention and the mediating influence of brand recall between in film branding and purchase intention and it was found that brand recall had a full mediation towards the relationship between in-film branding and purchase intention.