FORTALECIMIENTO INSTITUCIONAL

SCHOLARLY RESEARCH JOURNAL FOR INTERDISCIPLINARY STUDIES ISSN: 2349-4766

OCT-DEC, 2017, VOL-6/34 Page 31

Mr. Vijayakumar Jadhav (31-36)

THE INS & OUTS OF IN FILM BRANDING IN INDIA Mr. Vijayakumar Jadhav

Government first grade college Sindagi, Bijapur Karnataka India

Introduction

In film branding is said to be as an advertising technique used by companies to promote their products through a nontraditional advertising technique usually through appearances in films. Today, directors and story writers become quite creative and imaginative as far as in film promotion is concerned. Not only in story lines, but brand names appear in lyrics and movie titles as well. Sometimes branding is done in an indirect manner by displaying logo or hoardings in the background. Sometimes, the branding is quite obvious and direct where movie characters endorse the brands openly, Advertising products through a film was primarily known as In film branding and this kind of exercise is known in variety of names such as ―brand placement‖, brand integration, brand entertainment, in-film advertising, product placement and recently as brand cameo or embedded marketing

Films are shot with special product-placed within films in association with lead actors or actresses in various important situations. Indian consumers are having a tendency to follow their dream heroes or heroines. Indian fashion market follows the trend set by Hindi film actors and actresses. In spite of this, Indian product placement industry is not as successful as the Hollywood. Product placements are on a meteoric rise in Hollywood. Greater numbers of advertisers are looking for alternatives to traditional advertising avenues, in search of more effective ways to reach an ever elusive audience. Producers‟ desire to achieve realism on screen and the need for alternative sources of funding are further feeding the exponential growth of product placements and branded entertainment.

There are hundreds of Media agencies in that offer creative and effective ways of brand endorsement through movies and serials. There are experts who use their imagination to integrate products into the script. There are advertising agencies that does the best advertising ideas for their clients. Content integration is the upcoming trend. Utmost care is taken that brands appear in a natural way and do not become a hindrance to the natural flow, and these agencies take care that a product which placed in movie should not affect the script of the film. In film branding in Indian movies

In film branding placement, which has become an established marketing tactic due to its clear effectiveness in building brand recall and recognition, is not just for Hollywood. Hollywood‟s ―big players‖ In film branding also play in Bollywood. Coca Cola in India, for instance, has benefited from placement in movies along with a celebrity endorsement with Bollywood movie star Amir Khan and won Pepsi for its market share. (Business Week, February 2003) McDonalds has also been quite active in Bollywood in ―In film branding‖. In ―Love Ke Liye Kuch Bhi Kareja‖ the

Coca-Cola was ahead of the game even in Bollywood movies. In a scene from the film Shree 420 (1955) when Raj Kapoor, the protagonist, enters Mumbai for the first time, a large Coca- Cola banner was visible right above his head In the movie, An Evening in Paris (1967), Coca- Cola was featured more than once. Rajdoot motorcycle was featured in Raj Kapoor‟s Bobby (1975).

Hrithik Roshan tells Preity Zinta‘s family to have Bournvita everyday in the movie ‗Koi Mil Gaya‘. But when there are over 25 brands placed in ‗strategic‘ frames in a single movie, as was seen in ‗Ra.One‘, as both movies main audiene were kids they endorsed the brands which are

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related to kids. Then there are examples of movies such as ‗Zindagi Na Milegi Dobara‘, which led to a mini boom in Spanish tourism, thanks to the extensive coverage of Spanish locales in the entire movie. ‗Cocktail‘ and ‗Ek Tha Tiger‘, have also given wide visibility to brands through strategic placements

In PK, ―All brands managed to establish a great recall and the film becoming the highest grossing film has added further sheen to the association.‖ For instance, two songs were picturised with Anushka riding Hero cycles in the film. Similarly, placing Cycle agarbattis made sense as incense sticks are used during prayer. In addition, Duracell battery was well integrated in the film sequence.

The brand Amul which was associated with the biopic Bhaag Milkha Bhaag. The brand leveraged the fact that Milkha Singh ran his first cross-country race after he joined the Army to get a glass of milk in the biopic Bhaag Milkha Bhaag.

Background

If advertising refers to a message that helps to inform or influence consumers, and content refers to entertainment, what happens when you mix the two the question gets answer by the time the impact is higher and the benefits of the content maker multiply, simply because viewers can't ignore advertising imbibed in the content.

In film branding in Indian movies is not something new. A discernible trend as regards using storyline of the film to advertise products has been noticed in the recent past. The products chosen for advertising through this medium have varied from automobiles to soft drinks, garments, gift items, services, pharmaceuticals to name a few. This industry was an unorganized sector; it was granted ―industry status‖ only in the year 2000 by the Government of India Thereafter began the journey towards its formation as an organized sector

Brands have realized that movies are a great way to reach out to an audience which is captive for a few hours. However, this is not a new occurrence. Hollywood started the trend of product placement much earlier than Bollywood. The earliest entry to tread this path was Wings, a silent feature film released in 1927. It featured a product placement for Hershey‘s chocolate, The Z3 made a prominent appearance in the James Bond film Golden Eye, most of the james bond movies endorse one or another product.

Over the years Bollywood has not only surprised us with its movies and songs but also with it‘s subtle and not so subtle product placements. Brands never leave a chance of reaching out to it‘s target audience. And in a country where films are given such importance and has a huge fan following, it seems like films are considered as an ideal platform to showcase their product and capture the attention of the audience with their favorite celebrity using the product. The creativity goes in placing the product in a manner where it feels like a part of the story and is connected with the characters.

You can promote the association with a film by generating internal and external promotional campaigns keyed to that movie. In-film branding inside commercial films is a highly cost- effective way to gain huge exposure and visibility at a fraction of the traditional advertising costs The first recognized product placement in Hindi film is ―Coke‖ in Subhash Ghai‘s ―Taal‖. In order to promote Stroh‘s Beer, actor Shahrukh Khan mentions its name in the movie ―Dilwale Dulhania le Jayenge‖ for a 15-second slot. Salman khan starrer movie Sultan endorsed CP Plus a cc tv camera company, Automobiles are among the more favorite products for placement in films as is evident from the movie BMW motorcycles in Dhoom-3, Mahindra Scooters in 3 idiots, Castrol in Tara Rum Pum,

In film branding is a marketing plan which will be used by an advertiser to place his product/In film brandings in a movie. The companies will generally be interested in placing its brand rather than a particular product in movies. For example, when coca cola advertises, it emphasizes that

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as a brand and not as any other soft drink. Generally the Indian film portrays the culture of the state, products and practices endorsed by the regional stars or iconic brands that can have an impact on the movie goers.

An increase in multiplex theatres in the country and subsequently increased the audience strength moving to theatres. Compared to Hollywood movies, the brands can get longer visibility in indian films. The popular brand placement studies measure the degree of efficiency of product placements on the basis of the remembrance of the brand.

A study conducted in USA in the year 1993 reveals that participants between the age group 18- 34 were significantly positive with respect to brand placement and the preference for such placements were positive than that of other types of television advertisements.

Possible Ways to do In film branding.  Active /indirect placement

In this method, the character of the movie in a situation would be openly agreeing that he/she is using a particular brand. For Example, Farhaan Akhtar using Royal Enfield in Bhaag Milkha Bhag even Katrina rides royal Enfield in zindagi na milegi dobara movie.  Spoken placement

In this type, the star/main character of the movie would recommend the product to his peer/friends. For example in movie dabang a song lyrics were featured a brand called fevicol and

in movie sultan ranndeep hooda points at CP Plus camera and says company‘s tagline.  Usage placement

In this type, the product, logo or the service can be perceived for a few minutes or seconds in the movie and it may not have any relationship with the plot of the movie. For example Golmal 4 used Being human bicycles, in 3 idiot‘s movie, you see kareena kapoor riding on Mahindra flyte (fig 2), With very clever and subtle product placement, in movie krishh Bournvita can be seen consumed by the character Krishna played by Hritik in the movie and who doesn‘t follows a superhero? Kids were an easy target for the brand through such product placement and benefited the brand a lot. Lays also joined the race as Priyanka Chopra can be seen consuming it quite a few times in the movie.

 Hyperactive product placement

It‘s when the actor is not only using the product but also telling its benefits or recommending the product in the movie. A very good example of this is Shahrukh Khan in his movie Chennai Express where he takes a minute or two to innumerate the benefits of Nokia Lumia smart phone.  Passive / visual In film branding

Passive product placement is when the product or brand is integrated in the background In this type, the product, logo or the service can be perceived for a few minutes or seconds in the movie and it may not have any relationship with the plot of the movie. For example, in two states, Alia Bhatt got her placement with Sunsilk and in Dostana, Priyanka Chopra worked for Verve Magazine, akshay khanna starrer hungama movie, endorses brand Videocon. aaptarakshak a kannada movie starring Dr. vishnuvardhan featured VASU agarbatthis.

 Product as the part of the story (theme)

Brand placement is one thing and making a whole film that revolves around the product is a boon for the brand. The film ‗Mere Dad ki Maruti‘ is based on a story where the ‗Maruti Ertiga‘ was launched through such a creative and amazing product placement. The film spoke about was the brand woven into a story is a genius idea to reach your target audience

Sometimes the story is woven around a specific product or product category. This is extreme level of In film branding. However, this trend is not very well developed in India. Very few films have adopted this type of In film branding placement. For instance, In movie Dhoom high

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speed bikes are the part of the story, mere dad ki maruti where ertiga was the central part of the story (figure 8)

 Product in promos

This the relatively new trend where the product is tied up with the promo of the movie. The trend in India was started with Kaante where thumps up is associated with promo, similar example is of movie kick was associated with Suzuki gixxer. However it is more seen in the television programs especially the reality show

Reasons of In film branding

 To achieve prominent audience exposure, visibility, attention, and interest Product placements can have a significant effect on message receptivity.

 To increase brand awareness

 To increase consumer memory and recall of the brand or product

 To create instant recognition of the product/brand in the media vehicle and at the point of purchase

 To bring desired change in consumers' attitudes or overall evaluations of the brand  To bring a change in the audiences' purchase behaviors and intent

 To create favorable practitioners' views on brand placement

 To promote consumers' attitudes towards the practice of brand placement and the various In film branding vehicles

 In film branding placement is to utilize the emotional values through transferring the image of the end user to the consumer.

Benefits

Benefit of product placement in movies is that cannot be ignored or skipped by the audience, it registers in the audience mind (if the product or brand is noticed by the audience) and it links the celebrity brand image and value to the product that they are portrayed using. It does not appear like an advertisement whose aim is to lure customers and push them for sales. So movies definitely have a greater audience reach and so are the product placements in such movies.

I. Value addition for film makers  Cutting down huge cost  Earn profit

 Free Promotion  Continuous reminder

 Conducive support to even new film-makers  Zero costs and multifold benefits

II. Value addition for brands  Mark on the market  Short process time

 Target audience is easily reached  effective In film branding placement  Cheap advertisement cost

III. Efficient placement of products ensures that the audience will notice the products. Audiences have no option but to notice.

IV. Products when they are embedded in a film/television script. Cost of product placement is quite low.

V. Compared to the above-the-line methods of advertising or endorsement, unlike advertising, In film branding does not interrupt programming and hence is less obtrusive.

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Products gain greater credibility when popular and respected movie and television stars use them.

VI. Build national recognition: the product is made aware of its existence to the mass market. VII. Enhance your corporate image: The Company‘s corporate image is recognized international due to their products awareness among the mass market. Promote your brand with some of today‘s most successful films and TV program‘s Brands like Coca Cola and Pepsi associate themselves with films like Baghban.

VIII. Associate a brand with an implied celebrity endorsement: Most companies try to have their brands endorsed with a celebrity or well known actor; this gives the product much hype.

IX. Longer shelf life: Films have a long life even after their release. Long after their release in movie theatres they are available on prime time television channels; pay for view, cable television channels, Inexpensive marketing practice: Product placement is less expensive than traditional advertising

Effective In film branding can be done by following these ways

 If A product being used by characters in the movie is better than simply advertising the product in the movie.

 The products may be promoted by being used by other important cast members in the movie and not necessarily the lead actors.

 Audiences want to identify themselves with certain movies and characters, hence ―lifestyle‖ products benefit more from In film branding placements rather than daily-use products.

 The target audience should be aware of the product that is being placed in a movie. If this is not the case, the placement, is rendered useless.

 People have good brand recall of products/brands seen in movies, thus this form of advertising creates awareness amongst the people.

Research also highlights that it is very important to very carefully place the product within the storyline or it may become out of place and thus attract negative attitude from the target audience. It has been observed by several researchers that smaller brands benefit more from effective placements as compared to bigger brands

Conclusion:

Majority of audience accepts the In film branding practice in films. Higher brand recognition and recall levels pave the way for other marketing communications to enhance the actual brand attitude, thus confirming the need for integrated marketing

There are certain risk and limitation with In film branding, if the movie is hit then the visibility is more, though if the movie is a flop the reach and visibility of movie is decreased and the effectiveness of in film branding is diminished. Also pricing is difficult as predicting the movie success is not possible in advance. There are also ethical issues associated with product placement in movies like such promotions entails subliminal or subconscious promotional aspects and might affect consumer preference without their conscious knowledge.

In film branding is a growing field In film branding has withstood the test of time by continuously demonstrating its capabilities to marketers. The once threat to advertisers has become a viable venue, providing new and better ways to do business with clients. The evolution of In film branding placement will flourish as informed advertisers and marketers capitalize on the right entertainment property with the right cross-marketing programs. In film branding placement in Indian movies is also quite old. Brands and popular Indian cinema have aligned quite famously, and the trend of in-film advertising is gaining ground as both producers and

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advertisers see long-term benefits. Put together, the analyses suggests that this strategy can be developed into a very effective tool for advertising the products if In film branding placements are planned in a creative, innovative and enjoyable manner.

References

 Kripalani C.,Trendsetting and product placement in Bollywood film: Consumerism through consumption, New Cinemas: Journal of Contemporary Film 2007; 4(3): 197-215.  Rajadhyaksha, A. The 'Bollywoodization' of the Indian cinema: cultural nationalism in a global arena. Inter-Asia cultural studies 2003; 4(1): 25-39

 Chavan A. L.,"Another culture, another method, Proceedings of the Human Computer