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WITH THE advent of the new millennium, the marketers and advertisers have

found a new form of publicising their product and creating more 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 the

emotional 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 ³Fashion´ 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

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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 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 filmGhajini. 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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Advertising is the art of arresting the human intelligence just long enough to get

money from it.

² Chuck Blore, a partner in the advertising firm Chuck Blore & Don Ruchman,

Inc., quoted by Ben H. Bagdikian, The Media Monopoly, Sixth Edition, (Beacon

Press, 2000), p.185.

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Watched Madhur Bhandarkar¶s Fashion yesterday, I liked the movie«really liked

it, though I think the name of the movie should have been ³Kimaya¶s Fashion´ or

³Fashion from Kimaya´ . Another interesting case of in-film advertising with not

one or two brands rather many. To name a few, which I can remember ± Kimaya,

Lenovo, Sunsilk, Café Coffee Day, Reebok, LG, Cellucom were the key brands

with Kimaya and Lenovo being the most prominent ones. In fact in-film

advertisements were so loud and clear that I couldn¶t help myself noticing a Godrej

carton as well while Priyanka was relocating but guess Godrej¶s presence was just

by chance and not planned as it was shown hardly for a second or two.

But the good thing about in-film advertising in Fashion was that the brands were

chosen carefully and the presentation was perfectly in sync with the scenes and

sequences. Nowhere they looked jarring or force-fitted and instead of being just

used in background they were properly integrated with the script esp. Kimaya

considering the last round of fashion shows in the movie were critical part of the

script. Overall good example of in-film advertising otherwise we have seen some

horrible examples of in-film advertisement in Bollywood ± remember Subhash

Ghai¶s Yaadein and those numerous brands within the movie«oh God those were

very irritating. Good thing is that commercially the movie has made quite some

money by these in-film advertisements. Out of total 220 million investments inFashion, the producer has made 85 million by just these branded

advertisements only! Now that¶s approx 39% of the overall investment and

definitely is some money to make through in-film advertisements.

In-film advertising in Bollywood is getting popular day by day and advertisers are

coming out with interesting ways of integration. If done in the right way, it¶s

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definitely an interesting promotional strategy which is mutually beneficial for the

brands as well as the movie ± brands get the right kind of visibility and registration

in the minds of consumers whereas producers get to make some good money to

cover up their cost of production. But such in-film advertisements only make sense

if they are done in the right way like the recent example of Fashion otherwise in

most of the cases they just end up in being logo showcased in background for fewseconds.

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It earned rich dividends from films such as 'Kaante', 'Raju Chacha' and 'Yeh Kya

Ho Raha Hai' where it leveraged brands such as Coca-Cola, Thums Up, Maaza,

Provogue, Castrol, Tata Tea and Blowplast.

Earlier, UB Group was associated with films like Raveena Tandon-starrer 'Stumped'. Similarly, Vivek Oberoi-Diya Mirza's 'Dum' featured McDowell's

Bagpiper, and the group's strong beer, Zingaro, appeared in Pooja Bhatt's 'Jism'.

Brands like mouth freshener Paas Paas and Coca-Cola were noticed in Subhash

Ghai's 'Yaadein' and Nerolac paint and Western Union Money Transfer in Mahesh

Manjrekar 's Amitabh Bachchan and Sanjay Dutt starrer 'Viruddh'. Eros Jewellery,

Nerolac Paints, Taj Mahal Tea, Seagrams and the Audi A6 luxury sedan were seen

in Ravi Chopra's 'Baabul'.

On an average, 25 percent of Bollywood movies employ branded entertainment,according to Sanjay Bhutiani, business head of B.R. Films.

Prasoon, however, added that there is a difference between on-screen brand

placement and brand integration.

'Displaying a brand in the manner of a backdrop of a scene is passe. The brand has

to get integrated into the script, so that it becomes a part of a scene and is not seen

as an intruder,' the ad man said.

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in-film advertising

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In-film advertising used to mean a couple of product billboards placed

behind the hero's car, Till Taal came along. That's the film that put Coke ² and

product placements ² firmly in the plot.

In-film advertising has only gathered more fans since. It's not just the colas,

brands like Hero Honda, Bru, and Fair & Lovely have got into the act. It has

become a well-thought out and legitimate part of a brand's marketing plan, and as

the film industry gets more corporatised, it's likely to get more popular.

This season's got a blockbuster hitting the screen, with all the attendant

song, dance and scandal. Kaante stars Amitabh Bachchan, Sanjay Dutt, Sunil

Shetty, Kumar Gaurav, Lucky Ali and Mahesh Manjrekar ² and Thums Up.

Coke's paid Sanjay Gupta, the film's producer, to feature the cola in some scenes

² rumours put the figure at Rs 4 crore, but Coca-Cola, as well as the producer, say

it isn't so ² and it's also airing promos for the film that incorporate the Thums Up

brand.

Leo Entertainment, the film marketing division of Leo Burnett, is working with

White

Feather Productions in their marketing efforts

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Marketers say 'Chak De' to in-film advertising

U ltraTech Cement takes the lead in subtle, seamless and integrated in-film brand placement

Mumbai, Maharashtra, August 22, 2007 /India PRwire/ -- There was a time in the recent pastwhen corporate marketers seemed to go overboard with in-your-face in-film placements thatstuck a discordant note amongst the cinema viewers. In fact, in the last few years, although the

in-film placement business appeared to become more organized, several corporate entities andbrand marketers seemed to be shying away to avoid blatant in-film placements that ticked off

their target customers. However, the film µChak De¶ has become a successful experiment in theart of embedded advertising. Consumer brands such as McDonalds, Puma, Bisleri and even a

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cement brand such as UltraTech Cement were involved in subtle, seamless and integrated in-filmbrand placement in Shah Rukh Khan¶s blockbuster hit, µChak De India¶.

UltraTech Cement has demonstrated the power of subtle, seamless and integrated in-film brand

placement with Yashraj Films¶ blockbuster hit, µChak De India¶ starring Bollywood superstar,

Shah Rukh Khan. UltraTech¶s in-film brand placement with µChak De India¶ is a first-of-its-kindpure branding initiative in the history of the cement industry.

In the film, UltraTech Cement is the official sponsor of the Indian women¶s hockey team, whichis coached by a character portrayed by Shah Rukh Khan. The dynamic hockey players, who wear

the UltraTech Cement branded official gear, defy all odds and beat the top international teams tobe crowned as the world champions. Even though there is no product relevance or synergy, the

in-film placement initiative has been conducted quite uniquely without a single reference to thebrand in the film and without being too obvious or blatant or in-the-face.

Mr. O. P. Puranmalka, Chief Marketing Officer, UltraTech Cement Ltd., said, ³UltraTech

Cement, positioned as the Engineer¶s Choice, forged a unique association with µChak De India¶to unleash the power of subtle, seamless and integrated in-film brand placement. Since theUltraTech brand is virtually seen in almost every frame when the World Cup matches are played,

it has helped us reinforce the brand attributes such as µglobal winner¶, µmodern & youthful¶,µtech-savvy¶, and yet µintrinsically Indian¶ amongst our core target groups across India.´

Advertising gurus claim that in-film advertising is a very shaky business and most marketers had

a tendency and temptation to go overboard with the result that the film would end up becoming along advertising commercial. Others say that since marketers always tried to stretch their

advertising rupee in order to obtain the maximum bang for their buck with the result that brandsuffered.

However, most advertising professionals vouch for the fact that films, by virtue of being quite

engaging, are one of the cost-effective and effective mediums for advertising. ³If a consumer watches a particular scene and the advertisement is well embedded into that, it will remain,´ he

says. He also refers to the fact that the girls beating the boys fighting sequence in µChak De¶ hasbeen referred to as the McDonald¶s fight scene merely because it takes place in one of the

outlets. Again, there is no mention of McDonald¶s in the entire film as it has been seamlesslyembedded.

Talking about the benefits of the association, Mr. Puranmalka added, ³The UltraTech team wasconfident of obtaining substantial mileage from this association with µChak De India¶. The

success of the film and of our initiative is in sync with our unique marketing strategy, whichshows how corporate entities can obtain optimum mass media mileage by integrating the brand

into the storyline without going overboard.´

Academicians from Universities also said that currently, embedded advertising still needs togrow in India. ³It is like a deranged marriage, the brand most often does not fit into the film the

way in which it should. The reason is that most filmmakers still do not think of it as a revenuestream,´ they said.

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Mr. Niteen Bhagwat from Interface spoke about the advantages of in-film advertising. ³I think film content of any kind can be used to build brands. The last one year has been rather active in

terms of in-film placements and branding through films. However, the placement of brands suchas UltraTech poses a big challenge especially considering that there is no obvious benefit in

sticking to stereo-types and force-fitting the Brand in film¶s theme or storyline,´ he said.

To build on the stupendous success of the film in the first week post release, UltraTech Cement,and other Brands such as Fairever, rode the wave with multiplex activations. The brands put

together games in the foyers of the multiplexes screening the movie where the movie-goers couldwin prizes and also reinforce the association. With such movie associations, it is inevitable that

the movie gets promoted in a bigger manner than otherwise.

NEXTMadison forays into in-film advertising news Our Corporate Bureau

23 September 2004

After Leo Burnett yet another media company, Madison Communications, is moving into the

growing area of in film advertising and marketing of films and music.

Madison has launched its operations with ythe acquisition of TeamWorks fp&e (film promotion

& events). The new company, to be called Madison Teamworks fp&e (Mates), has beenincorporated with an authorised share capital of Rs1 crore.

TeamWorks, promoted by Darshana Goradia and Sooraj Bhalla, has over Rs3 crore worth of

business in hand with clients like LML, Frito-Lay, Reebok and Castrol.

The company is also working on films such as AB Corp'sV

irudh and Creative Eye's Aabra-ka-Daabra.

According to a press release, TeamWorks has been involved in blockbusters like Main Hoon Na

and Kyun Ho Gaya Na. The company managed to get Shah Rukh Khan to wear Levis jeans withReebok shoes and have a cup of coffee at Café Coffee Day and a pizza at Pizza Hut in Main

Hoon Na. In Kyun Ho Gaya Na it got Vivek Oberoi to wear an overall with the logos of Mitsubishi Lancer, Castrol, Ceat and Coffee Day.

Sam Balsara, chairman & MD, Madison Communications says, "The high cost of conventionalmedia accompanied by the growing clutter has made in-film advertising an exciting and viable

opportunity. On the other hand producers who are also constantly under pressure of making morelavish productions and then finding ways and means of meeting such expenditure are now more

open to commercial exploitation of their properties."

Mates will be Madison's seventh specialised unit with Goradia as the CEO and Bhalla asdirector-content. Madison¶s other six units include specialised creative, media, outdoor, rural, PR

and retail units.

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Product placement, or embedded marketing,[1][2][3][4]

is a form of advertisement, where

branded goods or services are placed in a context usually devoid of ads, such as movies, the story

line of television shows, or news programs. The product placement is often not disclosed at the

time that the good or service is featured. Product placement became common in the 1980s.

In April 2006, Broadcasting & Cable reported, "Two thirds of advertisers employ 'branded

entertainment'²product placement²with the vast majority of that (80%) in commercial TVprogramming." The story, based on a survey by the Association of National Advertisers, said

"Reasons for using in-show plugs varied from 'stronger emotional connection' to better dovetailing with relevant content, to targeting a specific group."

[5]

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Types of Advertising TechniquesAdvertising aims at promoting a product or service by attracting audiences towards it. Advertising

techniques are used to bring out the unique f eatures of the product or service in order to make it look

diff erent. To know about the diff erent types of advertising techniques, read on

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Advertising aims at promoting the products and services of a company. It helps in the creation of a

brand identity and serves as an eff ective means to communicate to the world the value of the product

or the service. Through diff erent advertising techniques, companies achieve a growth in the sales of their products and services by attracting the masses towards them. Diff erent types of advertising

techniques aim at highlighting the product f eatures and bringing about its uniqueness in relation to its

competitors. Advertising techniques of ten intend to make a product stand out by throwing light on its

f eatures that make it look diff erent f rom the rest. Advertising is carried out through diff erent media so

that the advertisements gain a mass appeal. It is brought bef ore the public through various channels to

ensure that the product or the service is noticed by the general public. Following is a description about

the various types of advertising techniques.

Print advertising makes use of the print media such as magazines and newspapers. The print media also

off ers options like advertising through brochures or pamphlets. The eff ectiveness of the advertisement made through the print media depends on the popularity of the media used. The advertisements, which

appear in prominent newspapers, have a greater chance of being noticed. Fliers and brochures are

commonly distributed with newspapers and supplements are attached to newspapers. In such cases, the

popularity of the newspaper and the location of the advertisement in it, matter most.

The use of audio-visual media is another popular advertising technique. Television, radio have been

used in advertising since long. Internet advertising that has emerged in the relatively recent times has

earned a huge recognition. In case of radio and television the broadcasting time decides the cost of the

advertisement while the livelier Internet hosts websites that contain advertisements. Advertisements

relate to the subject discussed by the website and popularity of the website and the position of the

advertisement on the web page are determinants of its noticeability.

Advertisers use not only the print and the TV and radio channels but also movies to f eature their

advertisements. Covert advertising is the practice of indirectly publicizing a product through movies and

TV shows. For example, the actress in the f ilm or the TV show may be shown to be using a particular

brand of clothes or cosmetics; a particular restaurant or company may be shot so that the company

name appears in the scene. The audiences watching the show or the movie are sure to notice the name

advertised, thus contributing to the promotion of the product showcased.

The use of eminent people f or the promotion of a brand is one advertising technique while making use

of common people is another. The purpose behind the use of celebrities is that many identify with the

celebrities and it is a general psychology to emulate the person one identif ies with. Celebrities are

widely admired and hence prove highly eff ective in advertising. The use of plain f olks strategy in

advertising is based on the idea that common people can easily reach out to the masses.

Some advertising techniques use promotional techniques that demonize the enemy. A point of view is

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stressed upon the masses and the ones with an opposite standpoint are made to f eel inf erior. Some

advertisers present bef ore the public a comparative study between two brands and bring out the

superiority of their product in comparison to the competitors.

Some advertising techniques use sarcasm to promote a product while demoting the competitors'

products. Many advertising techniques are based on repetition in which the product or the service name

is emphasized and is repeatedly put f orth the public. Some advertising techniques make use of human

psychology to f ollow something because the others are f ollowing it. People in large numbers are shown

to be using the product thus in a subtle way compelling the audiences to start using it. Advertising

techniques of ten make use of emotional and touching words or actions to attract the masses.

Advertising techniques are and should be eff iciently used f or social causes. Awareness about certain

important subjects, social issues and environmental problems can be eff ectively communicated to the

public by means of advertisements. The government and other social organizations are seen

implementing public service advertising. But commercial product and service companies should take the

eyes off moneymaking f or a little while and come f orward to advertise f or a social cause.

NEXTThe Internet has fast become an important medium f or entertainment category product to be

promoted. Entertainment products like movies and music are more reliant on interactive marketing

strategy and tactics than ever bef ore. Starting with something like The Blair Witch Project and evolving

to something like CBS 24/7 video off ering of Big Brother , the Internet as a medium has shown it is THE

vehicle f or helping to promote entertainment product.

As audiences grow increasingly f ragmented, targeting becomes essential, and interactive media is best

suited to this, says Norman Basch, f ormer general manager of Interactive f or FremantleMedia, most

recently responsible f or the program American Idol .

Integrated advertising campaigns seem to be most eff ective f or successf ul Web stories. Consumers do

not live and consume a single media, concludes Marrs of Brand Entertainment Studios. Theyre

exposed all day long to various f orms of media. The true Web success stories come f rom those

companies that understand how to communicate to a consumer throughout the day in a consistent and

relevant way.

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Perception is every thing

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in film ad

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