product placements [in-film branding] and advertising in movies
TRANSCRIPT
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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.
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Some of the product placements in Hindi movies are:
Movie : Aashiqui 2Brand : Diet Coke
Brand : Vespa
Movie : Murder 3
Movie : Bodyguard
Brand : Audi
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Movie : Krrish
Brand : Bourn Vita
Movie : Bodyguard
Brand : Sony vaio
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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
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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 :
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Movie : Oh My God !
Brand : ABP news
Movie : JannatBrand : Spykar
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Maruti Suzukitakes in-film branding to next level!
Maruti Suzuki Ertiga
gets 400 bookings on launch day
from Maharashtra.
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Advantages
Exposure
Source Association
Bypassing Regulation
Targeting
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• Other Examples
Movie : Yuvraj
Brand: Nike
Movie : Main Hoon Na
Brand: Lays
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ZNMD(ROYAL ENFIELD)
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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
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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
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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
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Time of exposure
Limited appeal
Lack of control
Public reaction
Competition
Negative placement
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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
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