There have been instances where the product is intergral to the storyline, such as the Maruti Ertiga in Mere dad ki Maruti. There has been a trend in Bollywood movies to get the brand ambassador using (referring to) the product in the movie. Shahrukh Khan who was also the brand ambassador of NOKIA, talked about the features of NOKIA LUMIA for a minute or two in his movie Chennai Express, Hero Honda bikes were used by Hrithik Roshan in Kabhie Khushi Kabhi Gham.
The product placements are very expensive, therefore a company should evaluate the effectiveness of the platform before making a deal as the outcome of the advertisement depends both on how the placement is done and whether the movie is a hit among the audience or not. The movie Krrish 3 had a number of scenes where the set seemed to be cluttered with too many brands at once and Bang-Bang saw an overdose of Pizza hut advertisement.
An evident advantage of the product placement strategy is that it does not allow the audience to skip the advertisement or switch the platform to internet which can be done with t-v commercials. However, the disadvantage that it carries with it, is that the visibility of product to the audience is heavily dependent on the movie’s success.
As pointed out earlier, Bollywood has a long way to go when it comes to product placement but being the world’s largest film making industry it does provide an able platform to provide enough opportunities to garner success if the product placement is well thought out.
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