Archive for advertising

Product Placement growing in Marathi serials

Posted in Uncategorized with tags , , on June 1, 2012 by Shruti

A month in India after a very long time gave me a new insight about product placement in TV serials. There are only a couple serials worth watching and since we had a lot of time, I ended up watching that. One of the serials had such a big placement – some in a clever way and some.. well,.. right at your face.

Quality ice cream was one of the products featured in a serial. It was a very family serial watched by not just 40+ age group but also by a bit younger generation – 20+ and since usually a 20+ has some buying power in their hands especially in terms of ice creams and such items, I thought it was a very clever idea. But the way it was done put me off. Spending one and a half minute out of the total 23/24 minute to talk about the ice cream and its flavors and flaunting the tag line of that brand (ice cream for weekend or celebrate your weekend with Quality or some such)……. well that’s not very subtle people.

Just having the family enjoy ice cream with the logo visible in the background of that scene and somewhere in the conversation mentioning about the weekend would have been sufficient. This right in your face approach was not really necessary and took away the intelligence and fun of it.

They also promoted a movie in the serial. Good idea but not so subtle presentation. One thing I have learned during my studies – product placement is effective when its subtly woven in the background of the scene. Any more than that and people will talk – not in a appreciative way. Its not an advertisement people and you might want to maintain that difference.

Does Bollywood realise what they are missing?

Posted in Bollywood Product Placement with tags , , , , , , on March 3, 2011 by Shruti

So this blog is about the placement of fashion brands in Bollywood movies. Bollywood movies have always been a big melting pot of action, impressive dialogues and songs and dances. And when I say songs, I actually mean songs, not the “background score” nonsense that we have to put up with in the Filmfare awards lately, I might as well add, copied from Academy awards. (Incidentally, what is up with all the copying of the fancy award names? I sincerely don’t think that we are fancy enough to pull of “Award for the Background Score”. )

Anyway, the point being, we can show off gazillion fashion brands, if we decide to, in our Bollywood movies. And don’t get me wrong. I am certainly not picturing a scenario with the lead actress dancing in a “chania-choli” designed by Manish Malhotra with a herd of dancing females behind her with those “chania-cholis” again. No. I meant the regular brands designed for normal people. I know the concept of a clothing company with multiple outlets in a city is not as common in India as in the US. But, we do have malls like Shopper’s stop and brands like FabIndia, which as I mentioned are gone to and used by normal people. And these people are not making enough use of the coverage that they would get through these Bollywood movie-makers.

I just felt bad, (sincerely) for those who are not effectively using this movie-medium to earn more. Even though some Bollywood movies like Ghajini or Kabhi Khushi Kabhi Gham do feature brands like Van Heusen and Gap, the number is very small. And even those movies mostly feature non-Indian brands.

Wake up folks!!!!! You are wasting an amazing platform to market your brand.