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