Embedded Marketing: Relevance in Today’s Markets

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.