Embedded advertising

“Embedded Advertising is not about recall. Radio, TV and other media enjoy greater recall. Embedded advertising can cement consumer connections; it has the ability to make an emotional connect. It is used as a medium to avoid the clutter in the traditional advertising and is now a trendy communication tool.” Raj Gupta, Chief Strategy Officer Lintas Total

Embedded advertising or in-film ad placements are happening on a larger scale now than ever before. Films like Krrish had over a dozen placements including Lay’s, Bournvita, Samsung, Faber Castell and Hero Honda.

Last year 19 films had in-film placement and 44 films opted for co-branding activities. In all, 45 brands were advertised through films last year.

In 2005-06, advertisers spent 25-30 lakh on embedded advertising. This number has now increased to over 1 crore. Brands understand the market better than the films.

Prahlad Kakar, ad film director, Genesis Film Production, points out that if an actor endorses one brand, he can’t be handed a rival brand in a movie. For example, Shah Rukh Khan would refuse to hold a bottle of Coke in his films since he endorses Pepsi. So, problems arise around the right marriage of a brand to a movie.

Devil wears Prada is one of the best examples for the in-film placement internationally. If in India the in-film placement is not done intelligently, the movie may turn into a long commercial.

Sanjay Bhutani, CEO BR Films, is gung-ho about in-film placement. “Its strengths are low cost, no zapping and repeat viewing. Even well known media brands like AAJ TAK, The Times of India and NDTV are also taking the route of in-film placement.”

The brand has to be well connected to the movie. If there is a forced fit, it is like a ‘deranged marriage” and viewer is like a child from the marriage who is lost in between.”

A study showed that people tend to recognize the product with the movie than the brad ambassador. A striking 60% identified incorrect brand ambassadors. This reinforces the fact that in-film advertising helps in brand recall.

Cadbury’s power brands enjoy the privilege because the brand ambassadors and the product itself are very strong to make a successful in-film element. It can be carried forward to the daily soaps too.

Management must lure the artistic buds of the concerned departments to make the right choice for the in-film advertising.

Sources

*The Brand Reporter, April 16-30,2007 , Hidden Cleverly, Surina Sayal
*Marketing Management, 10th edition – Philip Kotler

External links

* [http://www.mirriad.com/ MirriAd] - Specialists in Embedded Advertising