In todays market scenario marketers are finding unique ways to reach their audience. Various integrated marketing communications have been emerging by the day. One medium Product placements has gained maximum mileage at a lesser cost involving customers without they feeling obtrusive. In India in-film branding has been in existence ever since early 70’s not taking in to account movies like Shree 420 and An Evening in Paris where Coca-cola was prominently displayed in the early 50’s and late 60’s .
In-film advertising is a medium through which brand or products are placed in movies, that is visible to consumer without any distraction, this is also known as “Covert advertising” and is gaining momentum because of its clutter free features as it leverages on the entertainment value along with the emotional quotient of the film leading to a psychological impact on viewers.
Covert advertising is different from celebrity endorsement. The celebrities endorse products and brands with commercial reasons, which normally come in the breaks in television programmes or cinema halls. Brand placements provide an opportunity where the involved audience gets exposure to the brands and products during the natural process of narration of movie or television commercial.
Films like “Taal”, “Fashion”, “Phir Hera Pheri”, “Koi Mil Gaya”, “OM Shanti Om”, “Love ke Liye Kucch bhi karenga”, “Aakhen”, “Baghban”, “Dhoom”, “Krish”, “Dil to pagal hain” “Dostana”, “Dil to Pagal Hain” “Kaho na Pyaar hain”, “Lage Raho Munnabhai”, “Krrish”, “Corporate”, “Dabang”, “Dabang2”, “Cocktail”, “Mission Istanbul”, “Don”, “Namaste London”, Tara Rum Pum“, Bum Bum Bole”, “Rang De Basanti”, “Heroine”, “Bodyguard”, “Aisha” have used it successfully and have been drawing viewers attention. Marketers conveniently have been using the advertising of the product as a part of a films plot.
Recently Krissh3 had various products perfectly placed in their film, the placements of which appeared very easy in the film and was not at all overboard and appeared clutter free. The products that were subtly placed or mentioned by the characters were Bournvita, Flair Pens, Tata Motors, Air India, Hamleys, SIS security where the central character of the film was shown as adorning security guards dress, Aaj Tak and Tej TV channel, Euro Now a prime TV channel Forever jewellery with their Fusion brand, Airking airlines, 9.1 swisscom pay phone, TV club, xoso, Del monte, Havmor – both the central characters visit an ice cream parlour, Bisleri mineral water, Fortis hospital, Café Coffee day, Rado, Mcdonalds, R city mall, HSBC, Yamaha, Hungama.com, Shopperstop.
With such plethora of in-film options available, advertisers are waiting and latching on such opportunities and we can definitely say in-film placements are here to stay.