brand placements via movie tie-ups

8/2/2019 Brand Placements via Movie Tie-Ups

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Brand Placement is the commercial insertionof a brand within a specific media program to

increase the visibility of the brand andthereby increase awareness of the product orservice that the brand represents.


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There are multiple ways of placing a brand to create its awareness. Someof them are: Publicity

Promotion techniques gift coupons, discounts, free trials, etc.

Advertising through various media vehicles like, television, radio, outdoor, printmedia, ambient, etc.

Direct Mailer wherein communication is made directly with the target audience,providing detailed information on the brand and the product or service

Events Events can be held specifically for the benefit of the product, like a pressconference for the launch of the product or sponsoring events which relate with thebrand and its product

These are the traditional ways of brand placement used by most advertisers.


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This is a unique method of creating awareness of your product, wherein it need notnecessarily be perceived as a paid form of advertisement.

It has been noted that the traditional means of brand placement has lately lost itscharm and has increasingly losing its effectiveness.

The regular TVCs placed during television soaps, or commercials placed even duringmovies, are generally looked upon has hindrances. The audience tend to either switchchannels if its on television or walk out during the interval in theatres.

The same goes for radio advertisements even print for that matter.

Hence there is a need of introducing ways in which you can reach the target audiencemore effectively and in a positive way.

This method is being used in Hollywood since a longtime now and has subtly made itsentry into Bollywood as well.

Eliminates competitive exposure in the same medium at the same time, leaving alasting memory of your brand in the mind of the audience.


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Brand placement in movies has many benefits which makes it veryattractive: It targets the right segment of the audience, as the brand will be placed in relation to its

personality in the specific movie.

Being placed within the movie, compels the audience to view the brand and take noteof it. Its a captive audience.

Assuming the movie does well at the box office, the brand placement also becomes

successful.

Many people who tend to get influenced by their favourite actors / stars tend to go and

buy the product.

Considering the fact that now-a-days movies are released worldwide, an advertiser whowants to reach out globally, this would be the most effective tool at an extremely

reasonable cost.

Much more cost efficient than television commercials.


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In case of brand placement through movies, it is very important tounderstand the methodology of this medium.

The selection of the movie will depend on multiple criteria:

The objective of the brand, whether it can connect itself with the movie.

The brand personality does the movie have content which can relate with the brand

personality.

Does the actor in the movie fit the personality to suit your brand?

Who are the target audience of the movie are they also your brands target audience?

How confident are you about the movie being successful


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Once the movie is selected based on the essential criteria. A strategy needsto be formed as to how to ensure that your brand message reaches thetarget audience, most effectively.

There are technicalities which need to be looked into while designing thecreative in this particular medium.

Very important to note that the audience going to the theatres are goingthere to forget realities of life and are not expecting any kind of advertisingmessage to be thrown at them.

Hence the creation of the message should be such that it fuses completelywith the motion picture and the audience receives it in the same manner.

At the same time, it must be effective enough to capture the attention of theaudience.


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The Brand Image is the perception held in the mind of the consumer asreflected by the creative message and other brand associates.

It is very important to ensure that the creative message being

disseminated through the movie, results in a positive image for thebrand.

Hence it is extremely important to relate the personality of the brandwith the character of the movie, to ensure effective communication.

Under no circumstance must the message be loud, leading to extremelyevident advertising, it could lead to negative impression in the mind ofthe viewer.

The plot where the brand placement is done, must be carefully chosen,so that the audience does not feel it is out of context.


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Example of contextusage:

In Taal (1999), where

the hero uses a bottleof coke as the symbolof exchange of loveand thereby,

increasing thecontextual strengthof Coca Cola, whichhas been targetingthe youth.


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There are four different ways to place a brand in a movie :

Visual Here there can be one or more appearances of the brand in

the movie at different levels. The camera shot will be done in amanner where the brand is clearly visible. Here the logo or the nameof the brand or the firm will be shown.

Used in a scene Here the brand will be used by the character but no

verbal inferences will be made to the name or the benefits of thebrand. E.g. Phir Bhi Dil Hain Hindustani (2000) and Hyundai SantroZip, where Shahrukhs character drives the car in the movie


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Examples of Used inthe Scene method:In Phir Bhi Dil Hain

Hindustani (2000),the movie showsShahrukh Khanusing a Hyundai

Santro Zip Drive.This is an exampleof the secondmethod i.e. Used inthe scene.


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Integrated Explicit Here the brand name is formallymentioned in the scene and the attributes and the benefitsof the product is clearly demonstrated. For e.g. Koi Mil Gaya

(2003), wherein Hritiks character actually talks about theattributes of Bournvita.

Non-Integrated Explicit Here the brand name will bementioned formally i.e. the sponsor name will be mentionedat the beginning or end of the program but it will not beintegrated with the program. For e.g. Welcome (2007) andFrankfinn Institute for Airhostess.


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Examples ofIntegrated Explicitform of brand

placement: In Koi Mil Gaya (2003),

where in a scene thecharacter of Hritik isshown speaking about

the attributes ofBournvita after hebeats the schoolbullies.


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Example of Non-IntegratedExplicit:

In Welcome 2007, there is ascene where they are playinga game of April Fool and thename of FrankFinn Institute of Air Hostess isannounced before the game

begins. This is a examplewhere the name of thesponsor was announced butthe benefits were notexplained in details


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An interesting study published in the South Asian Journal ofManagement has derived the following results from its experiment ofthe reaction of the viewers with regard to the brand placement inmovies:

A positive brand image leads to positive brand evaluation

The stronger the congruity between the brand and the program, more positive is the

evaluation.

An implicit brand placement led to more positive consumer response than integratedexplicit brand placement.

However ethical response is negative in implicit brand placement as compared to

explicit placement.


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The Study also proved that the popular brands were recalled much easilythan the less popular ones.

There were eight brands involved in the study i.e. Coca cola, Pass Pass,Stroh, Santro, Hero Cycles, Swatch, Akai, HMV.

Of the eight, Coca Cola had the highest recall value (100%), whereasHMV had the least (4%).

Hence the brand image itself is also highly important for the audience tonotice it.

Further the audience has an ethical view also with regard to the brand

placement

brand placements via movie tie-ups

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