Professional Documents
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Brand
placement is not restricted to movies, it covers television, video games, online videos, plays etc.
Despite the plethora of channels, the principal purpose of brand placement remains unchanged:
generating additional finance for the author, the medium or the production and creating a
platform for the advertiser to introduce brand references into the consumers experience of the
entertainment (Lehu and Bressoud 20073).
1 Balasubramanian, Siva K. "Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues."
Journal of Advertising 23.4 (1994)
2 Karrh, James A. "Effects of brand placements in motion pictures." Proceedings of the 1995 Conference of the
American Academy of Advertising.
3 Lehu, Jean-Marc, and Etienne Bressoud. "Viewers and brand placement in movies: new insights about viewers."
2007.
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Implicit PPL: An implicit PPL is one where the brand, the firm or the product is present
within the program without being formally mentioned. It plays a passive, contextual role. In
the implicit PPL the logo, the brand name, or the name of the firm appear without a clear
demonstration of product benefits. For instance in Ra.One (2011), Videocon hoardings are
Shapiro5 (1993) provided three types in the context of movies. They can be grouped as
A. Implicit: where brand is shown without verbal reference to brand name or benefits
B. Used in Scene: utilized in a scene but without name reference or attributes described
C. Integrated explicit PPL benefits and attributes mentioned by main star and hands-on use
4 d'Astous, A. and Seguin, N. (1999), Consumer Reactions to Product placement strategies in Television
Sponsorship, European Journal of Marketing
5 Shapiro, M. (1993) Product Placement in Motion Pictures, Working paper, North Western University,
NY.
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6 Mandal, Mohua. Brand placement as media vehicle: A study of mainstream films. Indian Institute of Mass
Communication, 2008
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COMPANY/ORGANIZ
ATION
PRODUCT
PLACEMENT
AGENCY
FILM STUDIO/
PRODUCTION
COMPANY
It simply happens. This is done only to add greater credibility to the story/scenes
It's arranged, and a certain amount of the product serves as compensation
Financial compensation
It began as a do-it yourself exercise before dedicated agencies started sourcing both ways. Most
of the discussions revolve primarily around the scenes, context, focus and duration of the brand
visibility.
Theoretical underpinnings
According to (Russell 19987) product placement can be classified on the basis of three
dimensions visual, auditory and plot connection. Visual dimension aids the placement of the
brand and can be further be classified based on appearance. The auditory dimension or the verbal
dimension refers to script and dialogue references, number of times it is done and tonality of
usage. The plot connection dimension measures the integration with the storyline.
Using brands in any modality adds credibility and greater meaning to the presentation and gets
absorbed by persons cognitive structure. (Lehnert, 1981 8) Such stimulus generates deeper
meaning and leads to greater recalls of brands. (Craik and Lockhart, 19729)
7 Russell, C.A. (2002) Investigating the Effectiveness of Product Placements in Television Shows: The
Role of Modality and Plot Connection Congruence on Brand Memory and Attitude, Journal of Consumer
Research
8 Lehnert, W.G. (1981) Plot Units and Narrative Summarization, Cognitive Science
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There can only be two situations in which the combination of modality and plot connections can
be established; Match and Mismatch. The combination can said to be a match' when the
auditory method of placement is higher in use than the visual and the brand names are audible in
narration and is deeply linked with the story whereas the combination can said to be a mismatch'
when the visual method of placement of brands is higher in application than auditory in plot
connection. Key examples of a match include Baghban (2002) which creatively integrated varied
brands such as Archies, ICICI Bank, Ford and Tide into the story. Failures include films such as
Salaam-E-Ishq (2008) where the camera zooms more on the brand Ira Jewels rather than the
jewelry and Yaadein (2001) which had an anti-materialism theme contrasted against multiple
product placements.
Frequenc
y
Large no.
of people
over a
long time
People
watch
movies
more than
once
Source
Associatio
n
Recall
Bypass
Regulatio
n
Targeting
Indirect
endorsem
ent by
celebrities
Wide
coverage
and
multiple
exposures
laws
related to
banned
products
such as
cigarettes
& alcohol
Right kind
of movie
guarantee
s effective
reach
Limited
Appeal
Lack of
control
Public
Relation
Competiti
on
Negative
Placemen
t
Unless the
camera
zooms,
easy to
miss
Can't
descirbe
detailed
features
Difficult to
control
final
product
Social
concerns
Tough for
marketers
to
penetrate
Opposite
images
will harm
brand
9 Craik, Fergus, I.M and Robert S.L. (1972) Levels of Processing: A Framework for Memory Research, Journal
of Verbal Learning and Verbal Behavior
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Market Structure
Bollywood movies can be categorized on the basis of following three factors:Genres, Lead Actors and Budget
1. Genres
Different types of genres in Bollywood movies arei. Action: in this genre of movies the protagonist usually ends up in a desperate situation
due to a risky turn taken. E.g., Action Jackson (2014), Rowdy Rathore (2012), Dhoom 3
(2013)
ii. Adventure: here the story is about a journey taken by the protagonist to reach a
destination where the protagonist encounters a lot of obstacles to reach his/her
destination. E.g., Ek Chalis Ki Last Local (2007), Zindagi Na Milegi Dobara (2011)
iii. Comedy: these types of movies are intended to make the audience laugh through a series
of funny or comical events. E.g., Jaane Bhi Do Yaaron (1982), Khosla Ka Ghosla (2006),
Hera Pheri (2000)
iv. Crime: it shows story where a crime has already been committed or is being committed.
E.g., Satya (1998), Gangs Of Wasseypur I & II (2012), Shootout at Lokhandwala (2008)
v. Fantasy: here the story is mostly about supernatural or a magic. It may also include
elements like science fiction in it as well. E.g., PK (2014), Ajooba (1991), Joker (2012)
vi. Historical: it is usually a biography, period piece etc. where a story about a real event or a
person is shown in a textbook manner. E.g., Ashoka The Great (2001), Mangal Pandey (2005),
The Legend of Bhagat Singh (2002)
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vii. Horror: here audience is deliberately tried to frighten or scare through use of shock,
suspense or shock. E.g., Haunted - 3D (2011), Ragini MMS 2 (2014), Kaal (2005)
viii. Mystery: the story evolves through a series of mysterious events and the suspense is
prevailed till the very last. E.g., Talaash (2012), Kahaani (2012)
ix. Romantic: it mostly involves a story about the protagonists relationships, engagements
etc. The majority of these films features mutual attraction and love between a man and a
woman. E.g., Saathiya (2002), Cheeni Kum (2007), Kuch Kuch Hota Hai (1998)
x. Drama: these movies portrays realistic character in a serious, plot driven presentations
involving intense character development and interaction. E.g., Shor in the City (2011),
D-Day (2013), Shanghai (2012)
xi. Musical: these cinematic forms are those that emphasize full-scale scores or song and
dance routines in a significant way. Here the narrative is mostly centered on musical or
dance performance. E.g., London Dreams (2009), Rock On! (2008), Rockstar (2011)
1. Lead actors
Most of the Bollywood movies are highly influenced by the lead actors in featuring in it:
i. Super Stars; ii. Stars; iii. New Comers
2. Budget
i. High Budget; ii. Budget; iii. Low Budget
Product Categories
Thought there are many categories of product that can be placed through Bollywood movies,
however, following we shall be working with only following three categories of product:i. FMCG; ii. Automobiles; iii. Electronics
A study will be made to find out which for a product category what is the mix of 3 factors
defined above that will have the maximum impact.
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To understand the frequency of movie viewership, the preference for the viewing
brands
To identify the various attributes/characteristics of product placement that consumers
feel necessary for creating a positive experience (in terms of attention/liking/interest to
buy)
Methodology
A sample of 4 respondents (movie buffs) were interviewed in an unstructured format to
understand their interest levels for different types of movies and to get their views and attitudes
on certain product placement in movies by showing a couple of clips. A detailed depth interview
was conducted for each of the respondent to find their preference for the location of viewing,
type of movies and the various characteristics that they ideally expect to be in a product
placement. A prior consent was taken from each of the respondent regarding their willingness to
participate in the interview.
Respondents Demographics In-depth interviews
The respondents were chosen to holistically represent the target population both in terms of
mentality and behavior. The selection of respondents was carefully done using a screening test of
whether they knew about product placement in Bollywood movies. Also the behavioral attitude of
the respondents was taken into consideration i.e., all the respondent were regular viewers of
Bollywood movies. Their ages ranged from 22 to 34 and all of them were from an urban
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background. Equal number of men and women were interviewed to get a fair picture and to
avoid the gender bias. Two out of the four respondents were movie critics, who write reviews on
different movies periodically. These four people from different backgrounds connected on a
common note of interest towards the Bollywood movies were enough to obtain, understand and
analyze the diversity of thoughts, differences in preferences, and variations in attitudes towards
various types of product placement in movies. (Transcripts of two of the interviews is given in
Annexure 1)
Location
15-20 minutes
Format
Structure
Unstructured
Table - Methodology employed for depth-interview
The group consisted of eight people and it had an equal representation of both men and women.
There were in the age group of 22-28 years. All the participants were from MASH club
(Marketing club of IIM Bangalore) who knew well about product placement in movies. The
group was formed with these people to get critical insights for the budding concept of product
placement.
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Overall Insights
Consumer Behavior
even a director.
Although most of the respondents love to watch movies in the multiplexes or theatres,
there is no fixed pattern observed in the viewing location. Based on the convenience, the
All of the respondents were quickly able to recall product placement in Bollywood
movies.
While some of the respondents were able to recall the brands placed in the movies (e.g. 3
Idiots Fortis, Volvo, Mahindra Flyte; Taal Coke; Dabangg Fevicol, Zandu Balm),
some of the respondents associated brands with the actors/actress/director of the
movies (e.g. Rohit Shetty Mahindra Scorpio; Shah Rukh Khan Nokia, GAP, TAGHeuer; Karan Johar High End Products like Loius Vitton, Ferrari, iPhone).
Most of the respondents believe that product placement in the movies is a good idea and
should be there until there is no compromise on the story. Subtle hints and well
integration with the story is important. Any overdue will create a negative impact on
the minds of consumer.
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A video clip of the movie Taal and a video song of movie I was shown to the
respondents and was asked about different features/attributes that make the product
placement a positive experience. The replies signified that too many products in a
Attribute
Weights
Usage of Product
13%
Repetition
13%
13%
Popularity of Actor/Actress
10%
10%
10%
(Positive/Negative/Neutral)
Fit & Relevance to story
10%
10%
5.5%
5.5%
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H0
response.
The product used by any of the characters in the movie affects the consumer
response.
MRP2: Estimating correlation between factors like genre of the movie, star cast etc., with
the product placement
RQ1
H0
MRP3: Evaluating impact and estimating an average saturation point of multiple product
placements in a film on each brands recall
RQ1
H0
H0
H0
H0
RQ2
H0
the consumer?
Product placement, particularly new launches, expands the awareness set of the
RQ3
consumer.
Is the impact (favourable recall) of product placement influenced by the star
H0
RQ4
Does projection levels/zoom gets the attention of the user thereby enabling
H0
recall?
Zoom levels do influence the attention given by the viewer
RQ5
Is it necessary for the products to gel with the context of the movie?(i.e.,
H0
RQ6
Is brand name visibility necessary to help viewers associate with the product
H0
easily?
Brand name helps for easy association with the product
RQ7
Does the duration for which the product appears matter significantly?
H0
Psychographics
Demographics
movies a month)
leisure activities
the interview)
years
Hobbies Entertainment/Sports/Literary
interests
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Participant
big budget ones) but I also occasionally watch art movies (like the Oscar
Interviewer
winning ones)
Do you recognize or observe different products being placed in the movies?
Yes it is very much visible in recent movies and the trend of advertising in
Participant
Interviewer
Participant
Interviewer
Participant
Interviewer
Participant
Interviewer
movies is also gradually gaining attention amongst the brands I guess. Many
placements of the past movies had a background presence but now it is very
much on the foreground and has a clear visibility.
Do you think product placement in movies is a good idea? Do you consider
it relevant?
Yes, I think this is also a medium of communication for the brands to the
customer. But I prefer the placements that are subtle and not overdone
Can you recall a product placement in the movies in recent times?
Yes, actually many. For example Fortis hospital in 3 idiots, Zandu balm
and fevicol in Dabangg, Coke in Taal, Duracell in PK
A clip from the recent movie I, Gillette product placement was shown and
the reaction to it was asked
This clip, since it comes along with a short love story, passes pleasantly and I
do not think behavior of the consumers will result in conation upon viewing
this placement
What are the different type of attributes, from the ones listed, you think are
effective for a product placement? (participant was shown 12-13 attributes)
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Interviewer
Participant
Interviewer
Annexure Interview 2
Person
Interviewer
Participant
Interviewer
Participant
Interviewer
Participant
Interviewer
Participant
top of the mind I can recall the Shah Rukh Khans description of Nokia
Interviewer
Participant
Interviewer
Participant
Interviewer
Participant
love-story. I think this might create a positive effect since at the end of that
Interviewer
Participant
Interviewer
two-minute ad kind of song, they show the brands name for the full screen
What are the different type of attributes, from the ones listed, you think are
effective for a product placement? (participant was shown 12-13 attributes)
Foreground projection, Usage of the product, Repetition, Duration on
Screen, Awareness of the product, Duration of Brand name visibility
Are there any other attributes that you think should be added apart from the
ones mentioned above?
Yes, relevance of the product to the story line, for example some hi-fi
Participant
bikes and cars being used in action sequence of James Bond movies and so
Interviewer
on.
Thank you for your time!
The Atlantis in Dubai is the location of the films second half. With multiple dialogue references
and shot from several vantage points, the hotel even received space on all posters and
promotional material. Nokia was the next most widely publicized brand as it is mentioned in
dialogue more than once when the viewers are encouraged to vote using their Nokia phones. Not
just that, key installations and hoardings are seen 5 times on-screen. Total time captured by the
brand stands at around 12 minutes. Similarly, the lead actor is shown driving the Renault Duster
in the first half of the movie capturing nearly 22 minutes of total screen time. Lenovo gained
from association as one of the characters a hacker is shown using the equipment resulting in 12
screen appearances for the brand. Other key brands such as Baskin Robbins and Mad over donuts
were also involved with commercial tie-ups preceding the release of the film. Apparel brands
such as Tommy Hilfiger and Puma also received close-ups during costume change sequences.
Other SRK-sponsored brands such as Videocon and Lux Cozy were implicitly placed throughout
the film.
IMPLICIT
USED IN
SCENE
INTEGRATE
D EXPLICIT
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total runtime, approximately 18% of the total runtime. But the majority of it is dominated by Van
Heusen for 28 minutes as mentioned above. There is also an interesting product placement of
iMac, Macbook and iPhone, all Apple products which seem odd because Aamir Khan, the actor
in leading role was a brand ambassador for Samsung Mobiles at the time movie was released and
how it might have affected or created a negative image for Samsung which was interestingly
placed in the movie as well. Thus the following brands were in all placed in the movie with the
duration mentioned as illustrated below in the table.
Brand
Van Heusen
TVS Scooty Pep
BMW
Sony
Volvo, IBN7
Apple
CNN
Mercedes
Samsung Mobile
Haier
Exide, Honda, Tata
Indicom
Montex Pens, Coca
Cola
Duration
28 minutes (Attire)
10 seconds (Logo)
1 minute
30 seconds
20 seconds
20 seconds
18 seconds
15 seconds
15 seconds
12 seconds
10 seconds
Frequency
8 seconds
Once
4 seconds
Once
Multiple
Multiple
Multiple
Once
Once
Multiple
Once
Multiple
Multiple
Once
Survey question
MRP1
RQ1
Product placement in
movies are easily
noticeable
MRP1
RQ2
Buying decision is
influenced by the
product I see in movie
MRP1RQ3(i)
MRP1RQ3(ii)
MRP1RQ3(ii)
MRP2RQ1
MRP3RQ1
More products in a
movie makes it difficult
to recall products
Strongly
Disagre
e
Somewha
t disagree
Neither
agree
nor
disagree
Somewha
t Agree
Strongly
Agree
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MRP4RQ1(i)
MRP4RQ1(ii)
MRP4RQ1(iii
)
MRP4RQ2
Product placement in
movies is favourable
for new product launch
MRP4RQ3
Association with
leading industry stars
make recall of product
easy
MRP4RQ4
MRP4RQ5
MRP4RQ6
MRP4RQ7
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