Ask any viewer today, and you’ll get quick answers to which fashion magazine was Priyanka Chopra working for in Dostana? Which Fashion apparel had signed up Dhoom 2? Which motorcycle did Rishi Kapoor ride in Bobby? Which malted drink does Hrithik have in Koi mil gaya?
Super hit movies like Dilwale Dulhania le jayege, Yaadein, Phir bhi dil hai Hindustani, Fashion, Dostana,Krissh, Rang de Basanti, Dhoom 2, Don , Lage Raho Munnabhai and many more have all had brand cameos and appearances, some brands were even part of the movie scripts. Through Special campaigns by companies like limited edition – Rang De Basanti Coca-cola bottle, “Go Dhoom” campaign, “Spirit of Baabul with Kotak Life insurance” etc companies are making embedded marketing an integral part of their marketing strategies.
Today advertisers use movies, prime time tv shows, music videos, news programs, story books, novels, video games etc to promote their products and respective brands. Embedded marketing or product placement practices have been used since a long time. However, the past decade saw an increase in embedded marketing techniques due to reality TV shows like Indian Idol, Big Boss etc, internet TV and mobile TV. Emergence of sports as a substitute to movies and TV shows has also created a huge market for advertisements. Do you think we would be able to forget any of the ‘DLF maximums’ or ‘Karbonn kamal catches’ anytime soon?
Increase in technologies like digital video recorders (DVR), satellite television which allow viewers to skip advertisements has led to increase and growth of embedded marketing. Unlike advertising which is direct and persuasive, product placement subtly informs the audience and viewers about the product and service without the use of ads. Placing the products in tv shows where the favourite characters use them increases the brand’s visibility.
You might like reading:
The knock- out
Well the knock- out punch for any product comes from none other than the knock off.(sounds rhyming right!). Well he is undoubtedly the villain in your product lifecycle curve and is responsible for your maximum sales loss. But incredibly the knock offs display certain characteristics common to all sectors: 1. Your ex-vendor: You were the one who outsourced your product to him to make […]
Analysing the MINI- Not Normal campaign !
Not so long ago, MINI asked itself two important questions: -Who Are Our Customers? -And What Are We To Them? The answer lies in the high degree of correlation between both of them. Ever since MINI was conceived, it was different. A wild flower among shrubs, a peacock among pigeons, it has always stood out. And so has […]
