Product placement: a fad or the next best marketing trend?

When Subash Ghai asked Pepsi whether they would be interested to be the drink that bonds two lovers in his upcoming movie Taal, they refused; but Coke instantly consented with a handsome fee of 1 crore rupees, following their own trend of product placements in Hollywood. Pepsi and Thumbs Up took note of this opportunity. Pepsi starred in Sharukh Khan's Chalte Chalte and Thumbs Up became 'the' drink in Mahesh Manjrekar's Kaante. 

Vaio with Kareena Kapoor
in Bodyguard

Cola biggies aren't the only ones that  have lined up behind this trend. Product placement has been observed in many other Bollywood films since the 1970's and in a plethora of Hollywood films; some better done than others. So, why product placement? 

Many marketers say television and other traditional forms of marketing got monotonous and they needed a new startegy to educate consumers about their products.  Product placement creates a higher brand recall and an emotional connection for the audience as watching a movie is an attention seeking act.

Product placement's not just all about the product, but also about big business. Movie producers have found a great way to attract finance for their projects. Occassionally, the whole production cost can be recovered solely by the means of product placement. 

While film producers are more than happy with the incoming funds, the companies get their fair share too. Thanks to technological growth, the product placements have extended to satellite features, VCD and DVDs and the internet. The kind of distribution movies receive today is worth all the bucks spent on product placement. 

Stroh's beer had paid Rs. 15 lacs to Dilwale Dulhaniya Le Jayenge's producers for a scene where Shahrukh mentions the name of the brand while drinking it. The movie is still watched by audiences around the world and Stroh's got more than their worth of 15 lacs. Additionally, in product placement, the brands also get celebrity associations with the starcast of the movie through movie promotions.

Gazillions of products have been featured
in F.R.I.E.N.D.S.
Next time you watch the series, look carfeully.
OREO featured in this image. 

Sounds all good, doesn't it? But product placements can go wrong too. Today's consumer is highly aware about the advetisements he's being exposed to and thus, if the product placement is done in an obvious or very agressive manner, it could be a huge failure, not only for the product but also for the movie itself. 

In Subhash Ghai's Yaadein, the audience suffered an overkill of product placements of Coca Cola and Pass Pass. Besides, the failure of the movie didn't do well for the products.
Marketers went terrbily aggressive in the movie Ta Ra Rum Pum and exposed audiences to close-ups of Castrol, Chevrolet and Goodyear throughout. 

Another drawback of product placement can be celebrity confusion. Stars like Shahrukh Khan, Amitabh Bachchan, Amir Khan endorse so many brands that the consumer may not be able to remember the concerned product. 

Product placement clearly isn't just a fad in Bollywood and it's use is only increasing. It is an art which if done well, can create a great image in the consumer's mind. In Dostana, Priyanka Chopra works at Verve magazine, creating a stylish brand image for the magazine. In Koi Mil Gaya, Hrithik Roshan's references to drinking only Bournvita for good health got the message across swiftly.  

Reid and Taylor and Aston Martin could very easily take you down memory lane with the James Bond series. Many other examples would include: Audi in the Tranformers: Revenge of the fallen,  Apple's Mac being ued by Carrie Bradshaw in the Sex and the city, Manolo shoes in the Breaking Dawn, amongst many more. 

Bond in Reid and Taylor.
'Nuff said? 

Product placements should ideally be worked upon at the scripting stage; so that the product can be used so innately that the viewer doesn't even realize that he is being exposed to advertisements. Brand managers and marketers should ensure that the scene or script their product is being used in is relevant to the product. Efficiency is vital. If done well, product placement could be the next best marketing manouever around the globe. 

So to 'film' it or not to film it? Post your comments below!


Au revoir,
Miss Bee.

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