In-film placement stages a comeback
Ratna Bhushan Nithya Subramanian
THE turnaround in the film industry this quarter hasn’t just made film producers, distributors and theatre-owners happy, but also it seems, the corporate world. For, it has resulted in in-film placements staging a comeback by brands across various categories, from soft drinks to cars to lubricants to jewellery.
Even non-conventional categories such as diamonds are now treading this territory. Kaizad Gustad’s Boom, scheduled for release soon, will feature 400 carats of real diamonds in its opening scene, courtesy Diamond Trading Company (DTC). With this, the DTC has made its debut as far as in-film placements in Indian movies are concerned.
Said Ms Devika Gidwani, Director, Diamond Information Centre, “Since Boom is a film about fashion and lifestyles, the objective of us doing in-film placement was to showcase our diamond jewellery through the movie. We are open to similar opportunities in the future.”
Or, take the Rani Mukherjee-Shah Rukh Khan hit Chalte Chalte, which had the latter drinking Pepsi and driving around in a Santro. Castrol was another brand that was featured significantly in the film.
The Rohan Sippy’s directed Aishwarya Rai-Abhishek Bachchan film Kuch Na Kaho has Coca-Cola and Perfetti Van Melle’s confectionery brand, Mentos, as in-film placements.
And the buzz is that the Amitabh Bachchan-Hema Malini flick Baghban has been attracting some big brands as well.
Explained Mr Shripad Nadkarni, Vice President, Marketing, Coca-Cola India, “The business of in-film placement is becoming professional with specialised agencies doing the job of placements. In-film is a great way to connect with the consumer in their environment.
“What becomes critical is that it has to be unobtrusive, or else it can be counter productive. While some companies have recognised this and have been using the in-film mode for a long time, others are now recognising the value and coming on board. With Bollywood making a comeback at the box office, it has got a further boost. Thus, one sees more in-film and movie co-promotions now.”
Elaborating on brand Pepsi’s in-film placement in Chalte Chalte, a Pepsi spokesperson said, “Shah Rukh Khan’s presence in the film is because he is our brand ambassador and we have an ongoing association with him. Chalte Chalte was Shah Rukh’s home production. Therefore, Pepsi had a presence in the film.”
According to Mr Sanjay Bhutiani, Head of Leo Entertainment, Castrol’s placement in Chalte Chalte has received positive feedback.
“Categories such as liquor, cars, confectionery, tea, garments and even telecom have now become active in in-film placements. In fact, even brand launches are being planned using films as the medium,” he said.
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