product placements [in-film branding] and advertising in movies

DEFINITION

An advertising technique used by

companies to promote their products

through a non-traditional advertising

technique, usually through

appearances in film is called in film

branding.

Some of the product placements in Hindi movies are:

Movie : Aashiqui 2Brand : Diet Coke

Brand : Vespa

Movie : Murder 3

Movie : Bodyguard

Brand : Audi

Movie : Krrish

Brand : Bourn Vita

Movie : Bodyguard

Brand : Sony vaio

Hershey's chocolate

was shown in Oscar

winning silent Hollywood

film Wings

In India, Coca Cola

first did in film

branding in 1958 film

“Chalti Ka Naam

Gaadi”.

History

Aggressive growth is being seen in in-film branding.

Don2 : Tag Heuer, Motorola, Garnier, Citibank, Louis Philippe

Dhoom 2 :Coke, Pennzoil, Pepe Jeans, Sony, Disney channel, Sugar Free,

McDonalda, Speed, Suzuki Zeus

Lage Raho Munnabhai : Worldspace, Go Air, MSN, Good Day, Kurkure, Bright Outdoor, Reliance

Communications

Krrish : Singapore Tourism Board, Sony, John Players, Bournvita, Tide, Hero

Honda, Boro Plus, Lifebuoy, HP Power, Acron Rangeela, Hansaplast, Lays

Rang De Basanti : Coca-Cola, Airtel, LG, Berger and Provogue

Examples :

Movie : Oh My God !

Brand : ABP news

Movie : JannatBrand : Spykar

Maruti Suzukitakes in-film branding to next level!

Maruti Suzuki Ertiga

gets 400 bookings on launch day

from Maharashtra.

Advantages

Exposure

Source Association

Bypassing Regulation

Targeting

• Other Examples

Movie : Yuvraj

Brand: Nike

Movie : Main Hoon Na

Brand: Lays

ZNMD(ROYAL ENFIELD)

How to enhance result of in film branding

Proper Integration in the script

Avoid overdose of the branding

Film Selection

Keep viewers in mind

Efficient Usage as per the context

The Twilight Saga: Breaking Dawn Part 2

Weekend gross: $202 M

Featured brands: Apple, Belstaff, Jansport,

Mercedes, Rainier, Steinway & Sons, Volvo

The Amazing Spiderman

Weekend gross: $62 M

Featured brands: adidas, Bed, Bath & Beyond,

Ben & Jerry's, Bing, BMW, Chevrolet, Hellmann's,

Jamesport, Jeep, Lumber Liquidators, Mercedes,

Mott's, Nature's Best, Nike, Rawlings, Rubik's Cube,

Russell Athletics, Sony, Sony VAIO, Starbucks, Time

Out, Tropicana, Tuscan Dairy Farms, WebMD, Zoo

York

Men In Black 3

Weekend gross: $70 M

Featured brands: Aqua Velva, Cadillac, Coca-

Cola, Cracker Jack, Dunkin' Donuts, Ford, Ford

Taurus, Glamour, Hamilton, John Deere, Louis

Vuitton, Mack, NBC, New York Examiner, New

York Jets, New York Mets, New York Post,

Rimowa, Rolaids, Roosevelt Hotel, Spalding, STP,

Tsingtao, Viagra, Weekly World News

The Avengers

Weekend gross: $358 M

Featured brands: ABC, Acura, aussieBum,

Belstaff, Bose, CNN, Colantotte, C-SPAN, Dr.

Pepper, Farmers Insurance, Harley-Davidson,

Jansport, LG, MSNBC, NASA, NY1, Oracle,

Plantronics, Rimowa, Southwest Airlines

Time of exposure

Limited appeal

Lack of control

Public reaction

Competition

Negative placement

www.google.com

www.wikipedia.org

www.youtube.com

http://productplacementandmovies.wordpress.com/2012/06/21/brands-in-bollywood-

movies/

http://scholarworks.sjsu.edu/cgi/viewcontent.cgi?article=4857&context=etd_theses

http://productplacementandmovies.wordpress.com/

http://blogs.widescreenjournal.org/?p=164

www.brandchannel.com/brandcameo_films.asp?movie_year=2006#movie_list