Brand is a name or symbol that is commonly known to identify a company or its products and separate them from the

competition. The overall branding of a company or product can also stretch to a logo, symbol, or even design features (e.g. Regularly used colours or layouts, such as red and white for Coca Cola.) that identify the company or its products/services.

Branding in Bollywood

Co branding/Product placement

Impact of Celebrity Endorsement on a Brand

MEANING
Brand/product placement is a promotional tactic in which the companies pay a fee or provide service in exchange for a prominent display of their product. Every frame in a movie has an opportunity for branding. With that intent, a number of marketers are now using movies to project the core values of their brands.

FOR EXAMPLE-Remember the Subhash Ghai-produced and directed blockbuster Taal, which had this very romantic scene featuring Aishwarya Rai and Akshaye Khanna sharing a bottle of Coke? Coke India dished out Rs 1 crore for placing the product in the film

BRAND PLACEMENT TYPES/FORMSIn films, product placement can be divided into three broad categories: 1)Implicit Mode: in this the star appears in a situation and is seen openly stating that he is using the product/brand. For example, in the movie Chalte Chalte, Shahrukh Khan is seen asking his worker to fill Castrol in his truck.

2)Imperative Mode: In this the star would ask his friend/coworker/peer to use the product. For example, in the movie Koi Mil Gaya, Hritik Roshan is seen recommending Bournvita to Priety Zinta and her mother in the film.

3)Co-present Mode: in this, the star appears in some kind of setting with the product or he or she could be seen consuming or using the product. In the movie Diljale, love is the ulterior theme, and Sonali Bendre, the lead actress is shown expressing her love through Archies cards, thus revolving around the social expression feel of the Card makers

Advantages of a celebrity endorsing a Brand

Establishment of Credibility: Approval of a brand by a star fosters a sense of trust for that brand among the target audience- this is especially true in case of new products. We had the Shah Rukh-i10 campaign. Psychographic Connect: Celebrities are loved and adored by their fans and advertisers use stars to capitalise on these feelings to sway the fans towards their brand. Mitigating a tarnished image: controversial pesticide issue shook up Coca-Cola and PepsiCo and resulted in much negative press, both soft drink majors put out high-profile damage control ad films featuring their best and most expensive celebrities. While Aamir Khan led the Coke fightback as an ingenious and fastidious Bengali who finally gets convinced of the product's `purity,'. Associative Benefit: A celebritys preference for a brand gives out a persuasive message - because the celebrity is benefiting from the brand, the consumer will also benefit.

"A sign of a celebrity is that his name is often worth more than his services.

Celebrity Name
Aamir Khan

Brand Endorsed
Samsung Mobile,Tata Sky,Coca Cola

Amitabh Bachan
Abhishek Bachan Juhi Chawla Aishwarya Rai

Himani Fast Relief, Boroplus, Navratan oil,Pepsi, Binani Cement.

Idea,Motorola,Lux. KurKure Coca Cola,Lux,Tanishq Jewellers.

Shahrukh Khan
Imraan Khan Akshay Kumar

Sunfeast, Airtel, Nokia, I-10, I20, Fair and Handsome. Coca Cola
ThumsUp

And the reason is..

Cash in from the famous brands. Consumers follow the movie stars more specially all the movie lovers. Brands get recognition at the International level with the movie they are related to. Platform for successful launch of product