In-film placement in Indian movies scoffed at Frames

MUMBAI: The opening statement, "It's a win-win situation for advertisers if they pitch in their products in films," set the tone of the session: 'Untapping Opportunities between Movies and Marketing.' The point that came forth was that brand placements are surprisingly far lesser than what the potential of the market really is.


The session was hosted by Businessworld Senior Editor-Media Vanita Kohli and the panel comprised Mindshare Fulcrum Central Asia MD Vikram Sakuja, Reliance Infocomm head marketing Kaushik Roy and Leo Entertainment general manager Sanjay Bhutiani.

The need was highlighted by stressing that advertisements on television need not necessarily work, because the viewers invariably switch over channels or mute the sound when commercials crop up during shows and even cricket matches. On the other hand, a viewer is glued to his theatre seat no matter what the situation in the film.

Through the session it was opined that India has not come a long way in brand placements in films. Considering that one of the successful placements - Rajdoot GTS came in Raj Kapoor's Bobby, way back in the early 70s. Questions that were dwelled on were that how could we make a laughing stock of ourselves in a film like Yaadein by showing Jackie Shroff dancing with a Coke can in his hand? Does anybody hold a Coke can and start dancing for ten minutes, it was queried.

Some movies where successful in film placements would have worked were Baghban and Jism. Clever thought process could have brought a placement ad of ICICI Life Insurance when Amitabh Bachchan and Hema Malini walk on the beach with sadness in their eyes, hand in hand, their sons having deserted them. A condoms ad could have been well placed in a movie like Jism, it was argued.

There could be certain barriers in such cases, because of uncertainties whether a film would run or not, unrealistic pricing, exaggerated expectations from the advertiser and lack of professionalism (like scenes being written at the eleventh hour, delay in release, etc). But if both - filmmakers and advertisers - take one step towards each other and realise that this relationship could be symbiotic, it would make a lot of sense.

Realising the win-win situation, if film-makers can allow 

subtle advertising in their projects, there is no need why this 

market would not flourish in Bollywood - like it does in Hollywood.

A slow beginning has been made in films like Khakee (Thums Up), Baghban (ICICI), Road (Tata Safari), but a long journey remains to be traversed.

Bollywood and brands can create magic, the panel concluded.

Latest Reads
TV is story-teller's new novel; audience is Bharat, not India: Star's Banerjee

MUMBAI: Since five to six years, television has become the talking point. Th series such as 'Breaking Bad' to Transparent to Narcos to 'Game of Thrones' to 24, and now POW (Prisoners of Wars) has changed the experience of television viewing.

Television TV Channels GECs
Star World to air 1-5 of 'Homeland'

Star World and Star World HD is all geared up to air the pulse-pounding action series 'Homeland.' The show tackles geopolitical moral conundrums of our current world. It has recently unveiled the teaser for the upcoming season 6 shows how Carrie Mathison will circumvent around another international...

Television TV Channels English Entertainment
Share all World Cup, T-20 feeds with Prasar Bharati, rights holder told

The telecast of all official one-day and Twenty-20 matches played by the Indian Men’s Cricket Team will henceforth have to be shared by the rights holder with the public broadcaster Prasar Bharati under the Sports Broadcasting Signals (Mandatory Sharing with Prasar Bharati) Act 2007.

Television TV Channels Terrestrial
Saregama returns to film music acquisition with Pen pact

Saregama India has inked a two-movie deal with Pen Movies. With this agreement, Saregama has acquired the music rights of upcoming Bollywood releases of Pen which includes Kahaani 2 -- Durga Rani Singh, featuring Vidya Balan and Arjun Rampal.Kahaani 2 is slated for a release on 2 December.

Television TV Channels Music and Youth
Q2-17: Zeel numbers, PAT up on higher Ad and Subscription revenue

The Subhash Chandra led content and broadcast player Zee Entertainment Enterprises Limited (Zeel) reported a 23 per cent hike in consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding quarter of the previous year.

Television TV Channels GECs
Best Deal TV appoints Hari Trivedi as COO

MUMBAI: Best Deal TV has appointed Hari Trivedi as the chief operating officer with immediate effect. Based in Mumbai, Trivedi will be responsible for overall sales and marketing. He would also be initializing lowest price offers and deals on Best Deal TV.

Television TV Channels People
Disney announces successor of MD Siddharth Roy-Kapur

MUMBAI: Walt Disney International has announced the successor to its former managing director Siddharth Roy-Kapur. As a second stint with the organization, Mahesh Samat has made a comeback and will lead The Walt Disney Company India as the managing director. He will pursue his new responsibility...

Television TV Channels People
Life is more imaginative than fiction in a story like POW, says writer-director Gideon Raff

MUMBAI: Sometimes, coming back home after 17 years is not always a happy ending. "Prisoners of War" is the story of three Israeli soldiers, who were held captive for that many years following their kidnapping while on a secret mission with their unit.

Television TV Shows Thriller
IPL media rights bidding postponed sine die

MUMBAI: The BCCI has made it clear that the media rights auction cannot take place till the time it gets a concrete go-ahead and a formal approval from the Justice RM Lodha committee. Till the evening of 24 October (Monday), BCCI did not receive the okay from the committee which said, "it is in...

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories