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Go to Video: Branded Ent. Intro
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By: M. Salman Fayyaz

SP05-MB-0084
M.A. Jinnah University,
Karachi.
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j
  
 is also
called as v
 
 whish is a
combination of an audio-visual program and
a brand.

Initiated either by the 
 or by the  



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· It is the integration of a product or a brand into a
film or televised series.

· Simply advertisements in entertainment. Film,

Tele-series, play, novel, song, stage show,
videogame etc.

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Branded Entertainment in Games
 Branded Entertainment
in Games

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· Promotes brand image to their target audience
by creating positive links between the brand and
the program for viewers.

· Branded Entertainment is not simply product

advertising or product placement - branded
entertainment is a piece of entertainment that
perfectly aligns with the brand attributes, and is
a reflection of the advertiser's brand personality
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· Started more than 100 years ago.

· Mainly speeded up with invent of camera,

cinema and television.

· In earlier days it was the source of free use of

accessories, vehicles, services for the producers
being that they were allowed on screen.
· But slowly time changed and brands were asked
to pay for that.

· Sometimes storyline requires use of such

products and brands.

· Sometimes brands pays, and sometimes

producers require them for storyline.



· on ± TagHuer, Motorola, Garnier, Citibank.
· hoom 2 ± coke, Penzoil, Pepe, Sony, isney.
· Krish ± Singapore Tourism Board, Sony, John players,
Bournvita, Tide, Boroplus, hp.
· esh ki hadkan ± song by Hero Honda.
·
ye Bubly ± song by Pepsi
· Indian Idol ± Garnirer, Nokia
· oadies ± Karizma
· Fear factor ± Thumps up
· Star voice of India ± Amul
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· In 2006 ± brand cameos earned 80 crores.
· In 2007 ± it was 200 crores.
· Expected to be 800 crores by 2010.
· Babul earned 4 crores.
· Eros and audi contributed 40 lakhs to its music
release.
· Eros jewelry for tajmahal.

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j 
· Source of finance.
· Helps in brand placement.
· Makes entertainment a bit real, people are able
to connect it with real world.
· Means of communication.
· Technique accepted by audience.
· Potential powerful vector of positive image.
· Influences purchasing decisions.
· ocation of placement.
· Integration into the story.
· Exclusively for the brand.
· ecurrent placements.
· The distribution size and type.
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  v
 

According to a report from PQ Media, branded

entertainment grew more than 14% in 2007 to
reach $22.3 billion. Branded entertainment is
expected to continue this growth rate into
2008, reaching more than $25.4 billion (13%
increase)
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