HOW CAN IN-FILM BRANDING
BE SUCCESSFUL?

Branding over 100 feature films with over 50 brands!

Summary

Decades ago, James Bond famously ordered a martini, "shaken not stirred". Because of that line, moviegoers associated the martini with wealth, opulence, adventure and bravado. In one of the newest incarnations of the James Bond franchise, the current blond-haired, blue-eyed Bond turns down the offer of his signature and drink and opts for a Heineken instead. Brands work with movie production houses to include their products or mentions of their products in films as a means to subtly advertise.

Challenge

It should not be jarring and must be woven seamlessly into the script.

Insights

Today brands are latching on to films for greater visibility, experts point out some pitfalls to avoid while devising branding plans

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Solution

“Barter is the simplest form of in-film branding”

With in-film placing of brands on the upswing, it is a good fit for brands, but advertisers have to be careful about how they place their brands in this medium.

In-film branding in Tollywood is largely done through a barter system in which different brands bear the cost of hoardings, advertisements, music or poster launch events and other promotional activities.

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Outdoor Strategy

Today activation and social media play a major role in promoting movies. “Audiences are spending much more time on social media that it’s too big to ignore. We have pretty much moved to creating just a Facebook page instead of a dedicated movie microsite.

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