In Film Product Placement on the rise during Slowdown

Product placement is a form of advertisement, where branded goods or services are placed in a context usually devoid of ads, such as movies,...

Product placement 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.
Advantages of Product Placement:
  1. In-film product placement can cost anywhere between Rs 5 lakh and Rs 50 lakh, depending upon the level and length of integration of the brand in the movie, production banner and actor endorsement.
  2. It gives brands a good return on investment (ROI). Moreover, the brand gets celebrity endorsement at zero cost.
  3. In-film placement gets brands a better recall value, provided the communication is aligned well with the theme.
How Product Placement Works
After the movie is released, brands take out the footage in which the brand is integrated in the movie and make a new commercial out of it These co-branded (brand-movie promotion) commercials are run around the time of release on behalf of the production house. Advertising spots bought by production houses are of entertainment nature and the entertainment rates are three to five times cheaper than commercial rates. A pure brand commercial (made and run independently by the brand) would have cost four times more than this.
Slowdown and Product Placement
BS reports that in film product placement is on the rise in times of slowdown as advertisers look for more cost effective medium, BS also reports some current product placement  happening:
  1. UTV has tied up with Motorola for Delhi 6
  2. Dev D has tied up 5-6 brands
  3. Bum Bum Bole has ties up with Adidas and Horlicks

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6 comments

sharada said...

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Manstone said...

Good article with information on entertainment & its different faces at India’s leading media and Entertainment company.
There are a few companies in India which offer this, like:
http://www.perceptindia.in/

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