In film brand placement

Strategy for brand promotion

Nandini

Manav Bansal

‘MBA 1st year, ABES-BS’

Abstract
In-Film Brand Placement is a billion-dollar industry: Successfully gaining attention of consumers.it is not a
new phenomenon .it was first time seen in 1927 in film ‘Wings’, featuring Hershey's chocolate bar.it is
interesting to see how methodically both the film makers and marketers work together to integrate the
brand message into the films. Especially in the age group of 17-27 years, who are impacted and influenced
the most. Worldwide film brand placement is gaining popularity. in India both Hindi and Regional films
contribute towards revenue from branding. The brands are accommodating brand placement in the
presence of popular actors. Whenever a celebrity endorses a brand that takes place within a film,
consumers notice and remember the brand escalating the sale. A win-win situation for all the stakeholders
is a field of highest scope which's potential is not yet used to its full limits. Several surveys were conducted
amongst people to see how they react to in-film brand placement, the results clearly show how easily
people do remember and recall the brands shown within films.

KEYWORDS: Brand Placement, celebrity Endorsements and brand Recall.