In-film branding is become a redundant topic in Hindi cinema these days. Associating yourself to a brand and advertising it to your convenience in the film isn’t something new for the movie goers. But what is much uncomfortable is that the film cannot disguise the brand in the films at all! While it is good for the brands but it might take the film to the bin. On a promotional front, shooting especially for a Multiplex chain or the no-smoking voice over is acceptable. But if the entire film come packaged in ads, who ever needs a commercial break?
Recently released Shamitabh has one too many brands being advertised through the 153 min showreel. Although our post doesn’t wish to point aggressively at Shamitabh yet the film sure did remind us of the cruder side, the phenomena, in-film branding has taken. These brands that would make an appearance in the films without an apology now have successfully associated themselves in the songs of the films as well as film names.
Amongst the many reason for the brands going for in-film branding one is that considering that getting brand ambassador is much expensive, associating with the films which stars that actor is much cheaper. Also now-a-days the brands, before associating with the stars, sign a contract which makes the star endorse the product in the film as per the requirement. For instance if the film has a shot where the actor is seen riding a bike then he ought to use the bike from the brand that he is endorsing. Also cinema is the best way brands can cater to their audience.
With population of 1.21 billion and with over 80 to 85% being movie goers who fall in the age group of 15 to 35 years, in-film branding is most considered option by the brands. What’s more? In-film branding promises perpetuity, er…remember Aston Martin in James Bond films? The films are one product that can be archived and they live on, especially in a country where cinema comes immediately after maa, in-film branding seems a viable and promising option for brands.
Here are some of the Hindi films that have tacitly used in-film branding:
The dabanggai of Dabangg became quite evident with the song “Zandu Balm” topping the charts. Post this film and the song became a blockbuster, Fevicol put forth a prosposal for inclusion of an item song that’d appraise their brand. Then there was Suzuki Hayate the star rode on.
This film aggressively used and advertised the brand Maruti. The impact of this stint was such that the brand was voiced in the reviews of the film.
This last from Yash Chopra had one too many brands that it endorsed, starting with Royal Enfield, Canon and Discovery Channel. The film was also associated with Intel, Western Union, Wildcraft and Gibson.
The movie was associated with around 18 brands including advertisement for FMCGs. While many would be only aware of Nokia handset, Khan blabbers about, there was Emami, McDonald’s, Western Union, Reliance Digital, Lux Soaps, Videocon, Nerolac, Palam Sarees and Baskin Robbins, the film was associated with. In fact the filmmakers earned Rs 30 crore only from these tie-ups!
This franchise too associated number of brands. While in the first film there was Royal Enfield seen, in its second the movie was associated with CEAT tyres, Tata Motors, Police’s watch range and We Chat messenger app.
Baghban is one film which has associated itself with number of brands. It endorses Ford Ikon, ICICI bank and Tata Tea. One thing that we ought to point out is that Shamitabh too endorses ICICI the only reason being that Bachchan is the face for the brand.
Aishwarya Rai Bachchan may have started her career with Pepse but it was Coca Cola she has stuck for quite a long time. And she endorses that brand in Taal and Kuch Naa Kaho.
This rom-com starring Rani Mukerji and SRK was again a film which multi-brand in-film branding. It was associated with Castrol engine oil, Santro and Versache.
This might come as a trivia to many but the phenomena of In-film branding started ages ago. In Bobby Rajdoot bike from Enfield motors was launch. Similarly with Bunty Aur Babli new model of Swift was launched.
The film starring Amitabh Bachchan endorsed Calcium Sandoz tablets and Asian Paints.
Like we said, the phenomena of in-film branding started way back in 60’s and has belligerently been used now.
An Evening In Paris shows Sharmila Tagore struggling with bottle of 200 ml Coke. Film Awwal Number starring Aamir shows a poster Garware every time the hero hits a four. In film Prem Diwane people are seen carrying Benzer Bags. In fact, DDLJ endorsed a beer brand Stroh’s in the film, in the scene where he first meets Amrish Puri. Subhash Ghai’s Yaadein endorses Pass Pass, a mouth freshener and Coke. In film Waqt, Amitabh Bachchan is shown as the owner of Archies Gift Shop. Similarly, in the film Pyaare Mohan, the two leads own Archies.
Note that most brands find a way in the films if the lead happens to be the brand ambassador for the brand.