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8/7/2019 In-Film Advertising, A Profitable Option
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In-film advertising, a profitable option
Most importantly, films cannot be surfed, zipped or muted, unlike TV and
internet. The advertisement catches people in a receptive mood and can
be target specific. One also gets stars to represent the brands at a fraction
of the costs.
CJ: Shradha Sharma Wed, Nov 11, 2009 16:43:12 I ST
advertising and branding : James Cameron thinks 's tory & not technology' is more im portant
WITH THE advent of the new millennium, the
marketers and advertisers have found a new
form of publicising their product and creatingmore visibility for their brands. This is cinema
or films. The growing competition between
products and brands in the Indian market has
led the marketers to find more ways of
reaching the customers and Indian cinema
has become not only an innovative but also,
an effective option.
Due to the rise in the clutter of multitudinous
brands, people have shortened attention
spans. Here, in-film advertising is a boon, as
it breaks through this clutter. In fact, the best
way to deliver the message is to catch the customer off-guard, when their rational defences are
down. The best way to do so, is to use the emotional gate rather than the rational gate. The
rational gate scrutinises the advantages, benefits, features and seeks value for money; the
emotional gate is all about trust, love, identification and belief and in India, the films operate at theemotional level of an individual.
However, films are a different medium and one bad placement can do more damage than 10 good
placements. Artistic integrity is crucial for successful brand placements and the utility of the
product has to be woven properly into the script. The placement should be a natural fit and
shouldn't be unnatural.
Depending on the content of the film and its story line, a sketch of the profile of expected viewers
of the film can be prepared and then those brands could be approached that could appeal to the
targeted viewers. This will then be followed by a 360 degrees marketing plan, for cross-promotions
during the various stages of a film's release. Apart form publicity, a major monetary benefit is
involved in an in-film advertising.
One of the best examples is that of the recent film “Fashion” which had six prestigious brand
placements - clothing brands Kimaya and Reebok, Lenovo laptop, Sunsilk shampoo, Cellucom and
LG Electronics. The production team earned Rs 8.5 crores from in-film advertisement alone, out of
its total investment of 22 crores.
Advertising agencies have realised that product placements in films with film industry's stars, bring
the brands instant visibility and it is much cheaper than hiring individual stars to endorse them. The
Van Huesen Ghajini collection is a great example for the same. The way Van Huesen
advertisements promoted Ghajini, not only benefited the brand but, the personal image of Aamir
Khan enhanced the trust for the brand. In the film, Aamir's character was of a business tycoon,
which added to the brand Van Huesen, depicting success.
The strategy of placing some selected brands in films, gives them an additional marketing push,
even though the stars featuring them may not be directly endorsing these brands.
There are other advantages of in-film advertising. One gets stars to represent their brands, at a
fraction of the costs. Moreover, films transcend geography, class and culture barriers, giving an
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opportunity for national and even international level branding. It also facilitates a clutter-free
environment. Most importantly, films cannot be surfed, zipped or muted, unlike TV and internet.
The advertisement catches people in a receptive mood and can be target specific.
Another example of weaving the product with the script was seen in the film Ghajini. Here, an
unsaid competitive branding was carried out by BMW, the high end car manufacturer against its
rival Mercedes. This was done by placing a BMW car ahead of three other Mercedes car in the film.
Aamir Khan's character rides in the car, while his employees ride in the Mercedes cars behind him.
Earlier attempts at such advertising include, Subhash Ghai's film Yaadein, which gave screen space
to brands like the mouth freshener Paas Paas and Coca-Cola. Amitabh Bachchan's Virrudh
similarly showcased Nerolac Paints and Western Union Money Transfer.
Hritik Roshan's Koi Mil Gaya and its sequel Krrish similarly had product placements of Eros
Jewellery, Avon Cycle and Bournvita. John Abraham's Goal showed a lot of Reebok merchandise
and a Chevrolet car showed up in Saif Ali Khan's Ta Ra Rum Pum. Akshay Kumar's back to the
roots tearjerker Namaste London had Spykar denims while, Maybelline's cosmetics were in focus
for Shah Rukh Khan's Om Shanti Om.
In film advertising has not only gripped the Indian cinema but even Hollywood has leveraged
brands such as BMW, Jaguar, Ford, Ray Ban eyewear, Starbucks coffee, AOL, AT&T etc. Thus, the
high cost of conventional media, accompanied by the growing clutter, has made in-film advertising
an exciting and viable opportunity for advertiser.
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Posted comments (3)
devi | 07 April 2010 Reply to Comment | New Comment | Report Abuse
hai
Vishal Kohli | 24 November 2009 Reply to Comment | New Comment | Report Abuse
Very informative, well researched, and nicely written post. But make the beginning a bit better. Stark
observation. Keep it Up!
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Custom T-Shirts | 19 November 2009 Reply to Comment | New Comment | Report Abuse
Nice Content. Great idea to promote your product or services is to use cus tomized gifts such as Cus tom
T-Shirts, customized sanitizers and many more.
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