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Certificate This is to certify that Mr.Vishal Rajput, has successfully completed his project ―Effectiveness of Brand Placement in Bollywood Movies‖ The assistance and help received during the research has been fully acknowledged. Date:………… Place: Ludhiana Table of Contents Chapter 1) 2) 3) 4) 5) 6) 7) Particulars Introduction Objectives of study Review of Literature Research Methodology Data Analysis & interpretation Finding Conclusion Bibliography Annexure(Questionnaire) Page no. 5-18 19 20-22 23-24 25-33 34-34 35-35 36-37 38-40
WHAT IS PRODUCT PLACEMENT? A product placement is the inclusion of a product, package, signage, a brand name or the name of the firm in a movie or in a television programme for increasing memorability of the brand and instant recognition at the point of purchase. Placements can be in form of verbal mentions in dialogue, actual use by character, visual displays such as corporate logo on a vehicle or billboard, brands used as set decorations, or even snatches of actual radio or television commercials. The objective of this communication strategy is to expose audience to a brand, whereby the effect can be maximized in terms of increased brand awareness and higher recall, so that the customer will buy the brand which has the highest recall; and to satisfy the customer to optimal level. Because of proliferation of advertisements and the consequent difficulty in getting commercial messages to reach and influence potential customers, product placement appears as an interesting alternative to traditional marketing communication tools. Basically, there are three ways product placement can occur:
It simply happens. It‘s arranged, and a certain amount of the product serves as compensation. It‘s arranged, and there is financial compensation.
Sometimes product placement just happens. A set dresser, producer, director, or even an actor might come across something he thinks will enhance the project. Usually this has to do with boosting the level of credibility or realism of the story being told. Example can be use of ‗Tata Indigo‘ car in movie Aaja Nachle. The car has been used to as mode of transport for the lead actress both when she arrives from abroad and when she goes back. Interestingly the vehicle is widely used as commercial luxury vehicle in many Indian towns. So use of this car added a touch of realism in the movie. However, when contacted, the representatives of the car company denied being approached about the use of their product. Arranged product placement deals fall into two categories:
Trade-off of integration or placement for a supply of product Financial compensation for placement or integration
The most common type of deal is a simple exchange of the product for the placement. Example, let‘s say the production team wants lead actor to display a quirky affinity for a particular type of beverage. This will come across rather strongly over the course of the program — which means the chosen product could get a lot of air time. It turns out that someone on the crew knows someone who works for that beverage. The production people approach the beverage company folks with a proposal and a deal is made; in exchange for the airtime, the cast and crew are provided with an ample supply of the beverage at work. Example: the movie Krish where the lead actor drinks a lot of Bournvita. Before product placement really saw a surge in the mid-1990s, it was pretty much a do it yourself effort. Now there are specific corporate positions and entire agencies that can handle the job. Some larger corporations will dedicate personnel to scout out opportunities for product integration or placement within films, television shows and even games and music. Good example would be Madison‘s specialized division for in-film branding, MATES. Churning out nearly 1,000 films a year, the Indian film industry is the largest in the world. Now, aided by technological advancements, the industry is set to take a further leap – across production, exhibition and marketing. In such a scenario, product placement in mainstream films deserves a renewed focus because as a marketing communication tool, it is fast emerging as the medium with maximum potential to capture and covert audiences to potential consumers. This is especially relevant in a world where traditional media vehicles are increasingly failing to reach the consumers for various reasons. Brand/product placement is a promotional tactic used by marketers in which a real commercial product is used in fictional media, and the presence of the product is the result of an economic exchange, it is an advertising technique in which the companies pay a fee or provide service in exchange for a prominent display of their product. Product placement occurs in plays, films, television series, music videos, video-games and books. The objective of such brand communication is to expose the audience to a brand, whereby the effect can be maximized in terms of increased awareness and higher recall, so that the customer will buy the brand which has maximum recall; and to satisfy the customer to optimum level.
Product placement has come as a blessing in disguise for both, the brand and the filmmaker. Through it, the brand managers get the clutter breaking opportunity to look beyond the 30 sec TV commercial and the filmmaker gets to earn huge revenues by just showing the brand being used by protagonist or let it exist in the background. The deal is just perfect for both of them. But the most important person in the deal is the consumer who is vigilant and smart enough to notice what‘s served to him and has reservations against in your face placements. Surely he does not want more intrusion in his life. Hence, product placement has arrived and here to stay. But a word of caution is to be always kept in mind, by both the brand and the filmmaker- if as communication purveyors they are looking for better and innovative means of reaching the consumer, the consumer himself is already bombarded with marketing tactics from all over and in the three hours of movie, he would want to forget about all these intrusions, including advertising. Thus overdose of brand placement will only drive away the consumers from the cinema halls, resulting in a flop film and a failed marketing endeavor. Brand placements are used to increase the level of brand knowledge among consumers as in every advertising medium. The uniqueness of the medium is found in the process of exposure and congruity of brand in the story. There is no competitive exposure in the same medium at the same time, unlike television of newspapers. This is significant as it may increase the level of brand knowledge. Brand knowledge is conceptualized as brand node in memory to which a variety of associations are linked. So it is important to identify the properties of the brand node and brand association. PRODUCT PLACEMENT IN MOVIES 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. In-film advertising, in its most effective form, is about a brand being a part of cinema‘s content. Many global brands are now turning to this medium for the sheer impact that a movie can make on its audiences. Brands are increasingly being associated with films. And companies are seeing big business in being associated with films. They feel that their brands connect on a more emotional level with the audience if placed in a film. So far so good. But it is worth exploring why more and companies are making a beeline to advertise in films and what makes films so attractive to companies. 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? The scene became more romantic for Ghai because Coke India dished out Rs 1 crore for placing the product in the film. Sources say Ghai approached the two cola giants operating in India. Pepsi India declined probably because it felt the asking rate of Rs. 1 crore was too high. Hence Coke was the only right choice.
Advertising in films is becoming big business for film producers, advertisers and ad agencies, and the trend is being witnessed all over the world. American beer company Stroh‘s is said to have paid Rs 15 lakh to the producers of Dilwale Dulhania Le Jayenge for a 15-second scene in which Shah Rukh Khan mentions the brand name while downing a canned Stroh‘s. The BSA SLR bike featured as a hero of sorts in the film Jo Jeeta Wohi Sikandar and TI Cycles is said to have paid producer Nasir Hussain some lakhs of rupees. The first such in film placement was the black-and-yellow Rajdoot bike in Raj Kapoor‘s film Bobby, released in 1973 though it is not known if Raj Kapoor charged anything from Enfield for the scene. Sooraj Bharjatya‘s film Hum Saath Saath Hain was associated with Coca-Cola. Throughout the film‘s promos the theme was ‗Coke Presents Hum Saath Saath Hain.‘ Bharjatya is said to have received Rs 1.5 crore for associating his film with the brand. This year the number of brands associated with films has hit an all-time high. For instance, the recently released Shah Rukh Khan, Rani Mukherjee starrer Chalte Chalte, has the hero driving a Hyundai Santro and using Castrol engine oil in his vehicle. Kaizad Gustad‘s Boom, released recently abroad, features 400 carats of real diamonds in its opening scene, courtesy Diamond Trading Company. The Rohan Sippy-directed Aishwarya RaiAbhishek Bachchan film Kuch Na Kaho is said to have Coca-Cola and Perfetti Van Melle‘s confectionery brand, Mentos, as in-film placements. Coca-Cola has been associated itself with Hollywood for at least 25 years, and the company has offices near major Hollywood studios for the purpose. Coke is using much the technique in India. Apart from Hum Saath Saath Hain and Taal, Coke‘s sub-brand Thums Up was associated with the Sanjay Gupta-produced Kaante. Sources at Coca-Cola India say the company will increasingly be associated with ‗Indian passions‘ like cricket and Hindi films. The company‘s involvement ranges from in-movie advertising, theatre tie-ups and premieres to national launches, special shows and consumer promotions. Says Coca-Cola India vice-president (marketing) Shripad Nadkarni: ―In-film is a great way to connect with the consumer in their environment.‖ For liquor companies faced with dwindling avenues to advertise their products such placements are being looked upon with a positive glee. This year McDowell‘s second-largest brand McDowell No 1 was associated with Raveena Tandon‘s home production Stumped and thus it was ‗McDowell Presents Stumped,‘ all the way. McDowell‘s brand Bagpiper was associated with the Vivek Oberoi starrer Dum while McDowell‘s strong beer Zingaro was associated with the Pooja Bhatt-produced film Jism. Liquor companies are allocating big proportions of their advertising budgets towards films. Officials in UB say the proportion of their ad budget going towards films can go up by 25 per cent if there are some good projects. A host of liquor companies are headed in the direction of
films. Officials in the advertising industry say Shaw Wallace and Radico Khaitan have also started actively scouting for in-film placements. As mentioned earlier, in Hollywood films such ad placements have been around for quite some time. From liquor to cigarettes and menswear to cars, James Bonds films have them all. When Smirnoff ended its association with Bond‘s film Die Another Day, rival Finlandia promptly filled the gap. And how can one forget Bond‘s favourite cars, which ranged from the BMW to the Jaguar, with due credits being given to the car manufacturer in each Bond film. RayBan associated itself with Men in Black while the film You‘ve got Mail featuring Tom Hanks and Meg Ryan had as its real star of America Online (AOL). AOL reportedly received between $3 million and $6 million with added visibility for AOL‘s signature smiley-face logo. Clean finance The Indian media and entertainment industry has an estimated size of US$ 7.72 billion and is expected to reach US$ 18.32 billion by 2010 with CAGR of 19%.Recent years have seen a consolidation in the Indian film industry, which produces an average of 800 movies per year. The industry is witnessing a changing structure where film producers have now entered into the distribution and exhibition of films, realizing the greater control they can have over ticket sales. Film distributors, who are a major source of exploitation of the overseas market, which has increasingly become a more important source of revenue than any of the domestic territories. However, recent years have seen growth in alternative sources of finance. There are an increasing number of financial institutions making funds available but there has also been a growth in the level of direct and indirect government funding through reductions in entertainment taxes, tax incentives for the development of multiplex cinemas across India. The film industry itself has been more proactive in marketing the products. The industry‘s initial over-reliance upon the sale of music rights to cover the film budgets has led to the use o more innovative marketing tactics, with the greater use of the internet, sponsorship, pre-release advertising, corporate tie-ups and brand placement all acting as additional sources of revenue. BR Chopra‘s film Baghban starring Amitabh Bachchan and Hema Malini among others, scheduled for release later this year, has tied up with three brands – Ford Ikon, ICICI Bank and Tata Tea – which will figure in his film. Ravi Chopra, the director of Baghban, admitted that the total benefit to the producers from associating with the brands is in the range of Rs 3-4 crore. Says Chopra: ―This kind of advertising helps producers recover some of the costs of the film. In any case in our films we need to show film characters driving cars, using mobiles, drinking tea or coffee and using a number of other products, so why not benefit out of it. The sponsoring company also benefits as their brands get associated with film stars.‖ He feels the growth is tremendous in this kind of advertising as ―two to five years ago the amount paid for such ad placements was in the range of a few lakhs while the sums being talked about now run into a few crores.‖
Such ad placements, he says, could become a source of part-financing for films as big budget films are likely to attract more advertisers and producers would also charge proportionately higher charges for placements. He is however categorical ―that such in-film ad placements need to be carried out with finesse and could work against a film also if done shoddily.‖ There is unanimity among advertisers and producers that advertising of this kind needs to be as unobtrusive as possible. Sanjay Bhutiani, who heads Leo Burnett Entertainment, says one bad placement can undo the work of 10 good ones. For the cash-strapped film industry, getting some amount of clean financing from the corporate sector is a whole lot better than dealing with dubious underworld dons. Films gained industry status two years ago and there was much hope that banks and financial institutions would enter into film financing in a big way. This hasn‘t really happened. Financial institutions and banks tend to lay huge conditions in front of film producers before sanctioning finance. With film making a hugely risky business and producer unable to furnish the kind of guarantees required, bank and corporate finance has been hard to get. Companies wanting to connect better with their audiences and faced with huge rates charged by leading print publications and television channels feel that there is tremendous advantage to be gained by associating with film stars and even more so if the stars happen to be ambassadors of their brands. Officials at PepsiCo, which recently associated with the Shah Rukh Khan-produced Chalte Chalte, say: ―Our presence in the film is because Khan is our brand ambassador and we have an ongoing association with him. Chalte Chalte was Khan‘s home production. Therefore, Pepsi had a presence in the film.‖ Similarly, the Hyundai Santro was a prominent fixture in the film and it is not a mere coincidence that Khan is the brand ambassador for the car. The entertainment industry in India is getting increasingly corporatised and somewhere along the way certain brands are becoming associated with the film personalities. Cola drink brands like Coke and Pepsi, and miscellaneous bathing soaps have from the outset been associated with film stars. More and models are turning to acting, and it looks like film advertising is in the natural progression of things. Indian mainstream Hindi films, popularly known as Bollywood the world over, caught up with the trend in 1970‘s with Rajkapoor using ‗Rajdoot‘ in his movie Bobby. Popularity of movies as medium for product placement grew because of the increasing difficulty of using television as an effective medium to target audiences. The film medium provides an excellent message reach and message life and an effective method of popularizing and immortalizing brands. One of the key drivers for movies becoming a popular medium for product placement has been the increasing difficulty of using television as an effective medium to target audiences. The advent of cable and satellite television has meant that audiences have become more fragmented and tend to demonstrate a greater level of ad avoidance. By contrast, the film medium provides
an excellent message reach and message life and an effective method of popularizing and immortalizing brands. The movie-goers vicariously experience the brand as they make a connection between the film, the actor, the product and its consumption, and argue that product placement acts as a perceptual clue which directs behavior to purchase a product to satisfy a need or reinforce a social status. Movie product placement is viewed as a cheaper and more effective alternative to traditional marketing communications, despite its inflexibility, but as a result of the establishment of specialist placement agencies, and through increased brand exposure through cable, satellite, video and DVD, a typical movie with international distribution can reach over one hundred million consumers from box office to TV. There seem to be three reasons why marketers consider product placement in movies as interesting communication strategy. First watching a movie is high attention and involving activity. The particular exposure context associated with movies in theatres (lights off, minimal noise and distraction possibilities, large screen, difficulty in moving around, no zapping) is bound to lead to a high level of consumer attention as opposed to, say, listening to television. In addition, movie goers expend some significant effort (choosing a movie, driving to the theatre, finding a parking space, staying in line, finding a seat) and money (transportation, parking, tickets) in order to go to a movie and therefore quite involved during the show. Second, successful movie attract large audiences. A blockbuster movie like Om Shanti Om for instance has been seen by millions of people, and this does not include video purchases and rentals, and eventual television broadcast. Therefore from a strict cost per viewer point of view, a product placement in a movie is a real bargain. Finally product placement represents a natural, non aggressive, non persuasive way of promoting brand or a firm. Hence it may lead to less counter arguing and ‗internal‘ zapping from consumers. The use of feature films as a strategy for introducing new products has grown increasingly sophisticated. Savvy marketers now build elaborate marketing communication plans crosspromoting films and brands. For example, Audi used 2004‘s Babul, a film by Ravi Chopra, as an integrated element for introducing a new model, the Audi A6. It was judged the most successful promotion of 2004. Subhash Ghai was one of the early filmmakers to do product placement on a real large scale. Bollywood insiders say Ghai recovered production cost from Coke and other products even before the release of films like Yaadein and Taal. In future 40% of a film‘s revenue will accrue from streams like TV, online rights, product placements and digital downloads. Video-ondemand, IPTV and DTH are already fetching handsome returns. Then, of course, there is the overseas market, which is expanding fast. In 2007 alone, at least a dozen Hindi Mainstream films have crossed a US $ 1 million mark in the UK an US. As successful marketing efforts incorporating motion pictures continue to mount, the casual use of brands as props will diminish. While current practice does not require filmmakers to identify brands placed in films, viewers can reasonably assume that prominently featured brands have offered some compensation or other consideration in exchange for the appearance.
TYPES OF PRDUCT PLACEMENT In films, product placement can be divided into three broad categories:
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. Imperative Mode: In this the star would ask his friend/co-worker/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. 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.
Consumer Aspirations and the Bollywood Movies The success of bollywood movies has been experienced not only in India but even outside India with the Indian diaspora. There are over 20 million Indians across the world with 18% residing in UK and North America and their strong ethnic ties make them a ripe market for Indian entertainment products. By way of evidence, Hum Aapke Hain Kaun grossed more than $30 million overseas movies such as Lagaan and Dil Chahta Hai through their subject matter clearly show Indian audiences, both domestically and abroad are changing. PROMINNENT EXAMPLES OF SUCCESSFUL PRODUCT PLACEMENTS IN SOME BOLLYWOOD MOVIES (In Recent Times) & SOME FAILURES TOO SUCCESSES Bollywood has finally discovered branding. In 2007, according to industry estimates, brand cameos earned around Rs 200 crore, and as a result, even small-and medium-budget movies as well as animated films are hoping to cash in on this new and lucrative revenue stream. Indeed, media analysts and industry watchers expect that figure to climb to Rs 800 crore by 2010. Some of the select successful instances of brand placement in recent times are cited below: Rang De Basanti: Rakyesh Omprakash Mehra‘s Rang De Basanti was probably the most successful Bollywood branding in 2006 with its limited edition RDB Coca-Cola bottle, and cameos of Airtel, LG, Berger and Provogue in the film. Coke, in a first of its kind attempt, launched Coca-Cola bottles branded with the RDB title and Amir‘s picture and produced a
movie trailer that was a montage of shots from the film and Coke‘s ‗Piyo Sar Uthake‘ campaign. Just the right kind of media partners, the film‘s marketing ensured good and effective publicity and both the brands and the movie generated a lot of mileage from each other. Krrish: Rakesh Roshan‘s Krrish, now a case study of Indian Institute of Management, Indore, prominently featured Singapore Tourism Board, Sony, John Players, Bournvita, Tide, Hero Honda, Boro Plus, Lifebuoy, HP Power, Acron Rangeela, Hansaplast and Lays chips, followed by merchandising of Krrish masks, lunch boxes, water bottles. Its merchandising sold like hot cakes among children. Krrish made 12 crores out of product placement. Don: Farhan Akhtar‘s Don promoted Tag Heuer watches, Motorola, Garnier, Citibank and, of course, Oakley sunglasses as well as Louis Philippe outfits. The placement ensured that the viewer noticed don‘s phone, his laptop, his watch, his sunglasses and the brand names were the focus of the camera work. But it was still done in a subtle way and did not come across as being imposed on viewer. Dhoom 2: Sanjay Gandavi‘s Dhoom 2 promoted Coke, Pennzoil, Pepe, Sony, Disney channel, Sugar Free, McDonald‘s, Speed, and Suzuki Zeus. The movie was quite an opportunity for Coke, for both the brand ambassadors of Coke were starring in the movie together for the first time. The cool couple drinking the always coolest drink, perfect for Coke! The cola company had a special campaign for Dhoom 2 where Hrithik Roshan encouraged youngsters to take a swig and ―go dhoom‖. Baabul: Ravi Chopra‘s Baabul featured brands like Audi, Kotak Insurance, Eros Jewellery, Nerolac and Taj Mahal Tea. The spirit of Baabul is celebrated with ‗Kotak Life Insurance‘. The high profile in-film ad in Babul featured the Audi A6. Chivas Regal, Eros Jewelry and Audi together contributed 40 lakhs in cash and kind for the music release and fashion show of Baabul. Main Hoon Naa: Farah Khan‘s first movie Main Hoon Naa featured the following brandsReebok, Café coffee day, Frito Lays, Levis, LML. MHN was an example of optimum utilization of branding in a film. The story of the film revolved around youth hence it gave us the scope of using lifestyle and youth centric brands. The brands that were involved were the ones keeping the modern day college goers in mind, for which using brands is just a way of life. The brands were woven into the screenplay in a manner where it looked like a modern day college going youth was using the product – natural yet conspicuous. Baghban: One of the clear cases of effective placement in recent times was BR film‘s family drama Baghban. The movie creatively integrated five brands in it. The brands included were ICICI Bank, Tata Tea, Archies, Ford and Tide. Baghban truly depicted the craft of product placement. FAILURES There is always the other side of the coin!
Academicians from Universities say that currently, embedded advertising still needs to grow in India. ‗It is like a deranged marriage, the brand most often does not fit into the film the way in which it should. The reason is that most filmmakers still do not think of it as a revenue stream,‘ they say. So apart from the huge successes, there were some bad failures as well. Few of them are: Ta Ra Rum Pum: After you see drivers and cars layered by brands of their sponsors, Ta Ra Rum Pum a film on racing cars would seem like the perfect avenue to showcase such similar branding. After all seeing these brands is what we‘ve come to expect, but corporate honchos didn‘t seem happy just with ‗being there‘. So they must‘ve insisted on special close-ups and zooms for their brands. As a result we get a good dose of Castrol, Goodyear and Chevrolet periodically through this film. Salaam E Ishq: Salaam E Ishq was another product-friendly movie. With such an extensive star cast and lavish set designs the director must‘ve felt the need for corporations to cover up costs. Of the many placements there was one that stood there screaming for attention. John Abraham and Vidya Balan play a couple in love so on the day of their anniversary John decides to gift his lady love with a diamond set. For those curious about the brand, it was Ira Jewellery and the makers give more than a glimmer to those who wonder. To make things worse, the camera decides to zoom more on the brand than the jewels. Victoria 203: If you‘re one of the few people that watched the remake of Victoria 203, you‘d probably be gripped by the urge to buy diamonds, more specifically Gitanjali Diamonds. That‘s because Gitanjali has been constantly mentioned throughout the first half an hour. The makers go to the extent of giving the viewers an unwanted history lesson about the Choksi family that owns the company and their legacy. Virruddh…Family Comes First: In terms of product placements, Viruddh went to the extent of shoving their branded products down audiences‘ throats. What made this blatant promotion unbearable was that Virruddh was made as a serious film about a grieving family and their dead son. Obvious instances were where Sanjay Dutt posed with a can of Elf Oil in his garage and John Abraham praised how great ‗the services of Western Union money transfer‘ were. Koi Mil Gaya: The product placements in Koi Mil Gaya weren‘t as awkward as Yaadein but they were definitely obvious. You can definitely tell why the mother (played by Rekha) insists that her overgrown, mentally handicapped son (played by Hrithik Roshan) drink his glass of Bournvita milk. Not to mention another scene where the dimwitted son magically transforms into a promoter for Bournvita when his drink preference is asked. Coffee, tea, Bournvita or me? Other instances include where Hrithik sips Coke with his classmates and rides off into the sunset with Preity Zinta on his Hero Honda Bike in the end. Yaadein: Few films have been universally panned like the way Yaadein has. Ironically, the film‘s message was to shun the materialistic life all the while promoting brands. Coca Cola had a large presence throughout the entire film. It even went to the extent of having the Coke logo branded on Jackie Shroff‘s key chain! The blatant praise for Pass Pass the mouth freshener by
the film leads also made audiences groan in their seats. The film sank at the box-office, but since Subhash Ghai leaned heavily towards placements it‘s likely he covered part of his production costs. Scope of study Brand placements are used to increase the level of brand knowledge among consumers as in every advertising medium. The uniqueness of the medium is found in the process of exposure and congruity of brand in the story. There is no competitive exposure in the same medium at the same time, unlike television of newspapers. This is significant as it may increase the level of brand knowledge. Brand knowledge is conceptualized as brand node in memory to which a variety of associations are linked. So it is important to identify the properties of the brand node and brand association. Need of study In this modern era, there are lots of advertisements in T.V.channels, newspapers etc. product placements in movies have been widely adopted yet its impact is not clearly comprehended. Movies being long and having many stars and personalities are often preferred by the companies and advertisers to show and present their products to the target market. These are most of time shown as the actor eating and drinking particular product, or wearing or even speak in favour of certain brand in the movies. The study is done for getting the attitude and interests of audience towards brands and branded goods, to understand individual‘s propensity to get influenced by brand image. It can also identify additional variables to further segment the market on basis of behavioral intentions in accepting brand placements. Objectives of study 1.To find whether consumers can recall various brands being endorsed by film stars in movies. 2.To analyze whether celebrities in movies cast any influence on consumers decision making/ buying behavior. Review of literature Pandey(2010)in his study ―Impact of celebrities multiple product endorsements on buyer‘s attitude and purchase intentions‖study that the aim of advertiser is to make their product distinct and so valuable that the customer becomes a repeat buyer. Aggarwal (2009)in his study ―brand ambassadors and their impact on consumer behavior: A case study of mobile companies in india‖study that the choice of celebrities to fulfill that role has become common practice for brands competing in today‘s cluttered media advertisements. Recently, two of it giants, hp and Lenovo signed Bollywood stars, shah rukh khan and saif ali khan as their brand ambassadors.
Ganesh, Kavitha (2009) in their study ―Employees as brand ambassadors‖ stated that many marketers use brand ambassadors to perk their brands instantaneously. The role of brand ambassadors can be leveraged in many other ways than the obvious celebrity ambassadors. Singhal(2009)in her study ―advertising in multiplexes: Brand theatre ―study that cinema is certainly going to be a reinvigorating experience for both the brands and visitor. Multiplexes are a good place to run a quick awareness generation exercise more as a reminder than as contest. Suresh (2009) in his study ―Celebrities and public service advertising‖ study that there is no doubt that association of celebrities with social issues helps to ensure widespread awareness of the causes. Media outfits are generous in donating time/space for public services advertisements. Venkatesh (2009) in his study ―Endorsement by celebrities: A brand revolution in marketing and advertising of products‖ study that with growing number of people having greater purchasing power and a variety of products coming out of the factories. In such a millien, it is not surprising that celebrity endorsements of products and brands have almost become routine. Neijens, Smith(2007)in their study” Effects of television brand placement on brand image‖ study that the effects of television brand placement on brand image. As people watched more episodes, the brand image became more in agreement with the program image. These results confirm the applicability of learning and human associative memory theories to brand placement. Lehu, Bressoud(2007)in their study‖ Effectiveness of brand placement: New insights about viewers‖ research that explores new insights concerning viewers‘ reactions during a second viewing of a movie. A sample of 3532 French viewers of DVDs has been used to link the way the movie was chosen, viewed and appreciated (or not) with a spontaneous brand placement recall, the day after the film was watched at home. A first viewing of the movie at the cinema improves brand placement recall, as does watching the movie at home on a large home cinema screen. Yang, Roskos(2007)in their study‖ The Effectiveness of Brand Placements in the Movies: Levels of Placements, Explicit and Implicit Memory, and Brand-Choice Behavior‖stated that the Product placements within a movie are often treated as a binary variable: either they are present or absent. The influence of 3 different levels of brand placements on explicit and implicit memory for the brand, implicit choice behavior, and attitudes toward the brand were examined. The results confirmed that levels of brand placements influence recognition of the target brand and attitudes toward the brand. Nelson, Devanathan(2006)in their study‖ Brand placements Bollywood style‖ stated that the globalization of media allows brand placements subtle ways to reach local and international consumers. This study examines Indians‘ responses to brand placements in a Bollywood film. Film involvement showed an adverse effect on brand recall, while brand consciousness had a positive effect. McLeod , Nelson (2005)in their study‖ Adolescent brand consciousness and product placements: awareness, liking and perceived effects on self and others‖ stated that the Product placements in
entertainment media are increasing, particularly in content targeted to adolescents. This marketing communication tactic is examined in the context of media socialization and individual differences in brand consciousness. The relative influence of commercial media (TV, radio, movies, online) and perceived peer and parent brand consciousness. Results of hierarchical multiple regression analyses show that movies and perceived parent and peer brand consciousness were positively related to adolescent brand consciousness.
RESEARCH METHDOLGY Research methodology is a way to systematically solve the research problem. Research Methodology comprises of two words, research and methodology. Research is defined as human activity based on intellectual application in the investigation of matter. The primary purpose for applied research is discovering, interpreting, and the development of methods and systems for the advancement of human knowledge on a wide variety of scientific matters of our world and the universe. Research may be defined as a careful investigation or inquiry especially through search of new facts in any branch of knowledge. In short, it comprises defining a refined problem‘s, formulating hypothesis or suggested solution; collecting, organizing and evaluating data; making deductions and research conclusions; and lastly carefully testing the conclusion to determine whether they fit the hypothesis Methodology can be defined as: 1. The analysis of the principles of methods, rules, and postulates employed by a discipline. 2. The systematic study of methods that are, can be, or have been applied within a discipline 3. 3. A particular procedure or set of procedures. This chapter aims at describing the research methodology adopted for research in the present work. Research is common parlances refers to a search for knowledge. In fact, research is an art of scientific investigation. Research may be defined as a careful investigation or inquiry especially through search for new facts in any branch of knowledge. Research methodology is a way to systematically solve the research problem Sample Design The respondents of Ludhiana are included in universe/population. Sample Size
It is the total number of respondents targeted for collecting information or data for the research. Sample size of Hundred respondents was taken for the research. Sample Unit It refers to the smallest possible individual eligible for respondent. In my study the sampling unit is 100 individual. Sampling Technique Convenience sampling techniques was used to select respondents though at the sampling. Data Collection Technique Questionnaire Data Source Both Primary and Secondary sources are used for collecting the data. Data Data were collected by two methods. (a) Primary data i.e. questionnaire. It is a set of question given to a sample of people. This data is collected through questionnaire. (b) Secondary data Certain books related to Brand placement and advertisement. Articles from net and library.
Analysis of data Analysis of data has been done by way of tabulation of data on Microsoft excel sheet. Table and charts have been prepared to arrive at conclusion by way of analyzing graphical representation. All the information/data collected through questionnaires‘ were first transferee into master table which facilitated the tabulation of data in the desired form. Data Analysis and Interpetation Age (a) Below 20 (b) 20-30 (c) 30-40
(d) 40 & above Occupation (a) Student (d) Business man Q1. Do you watch movies? a) Yes (b) No (b) Employee (c) Housewife
Q2. If yes how often do you watch them? a) b) c) Sometimes Frequently Daily
Q3. Where do you watch movies? (a) Television (b) Theaters/Cinema halls
Q4. Do you think the Movies are trying to promote the Brands? (a) Yes (b) Can‘t say Q5. Can you recall the Brands/Products you saw in particular Movies? Film Name Om Shanti Om Chak De India Partner Bhool Bhulaiyan Heyy Babyy Guru (b) No
Ta Ra Rum Pum Namastey London
Jab We Met Welcome Tare Zameen Par Brand Name Mukta Arts-Production House, HMV, Exide Battery, Filmfare Awards, Tag Heur Watch, Maybelline EXIMBank,AustralianTradeandCommerce,AajTak,McDonald‘s, Britannia Marie, ESPN, Puma Coco Cola, Marie Claire, Zoom (Media Partner), Pepsi, Pizza Hut, Toyota, ESPN, Boost, Hutch, Sony Vaio, Phuket (Tourism), Starbucks, Mercedes, Kawasaki (Water Boat), Nokia 6600, BPL, DFL, Bournvita, Sony Erickson Mobile, Go air, Nikon, Calvin Klein Sony Handycam NDTV, MTV, P9, Radio Power Fm, Bright Advertisement, Tata Indicom Mercedes Benz EXIM Bank, New York Speedway, Castrol GTX, Pepsi, Goodyear, Chevrolet, Ford, Apple i-pod, ESPN Spykar Jeans, Western Union Money Transfer, Streax, MTV, Kingfisher, Bharatmatrimony.com, Indiatimes.com, HP (laptop),
Bailey (Packaged Water), Ford (Tractor), Sony Camcorder IDBI Bank, ZOOM, Spinz Deodorant, Times Now, Bailey Packaged Water, Madhya Pradesh Path Parivahan Nigam, State Bank of India, Mercedes. IDBI Bank, Music India, Junglee Music, Ponds (age miracle), Sun City (South Africa), Nokia, FrankFinn, Parle G (Biscuit), Surf, Rin, Nirma. MSN, Movie Talkies, Channel V, Red Label (Tea), Horlicks, Colgate, Fevicryl, Camel‘s Geometry Box, Acron, Toyota
Q6. What Impact Do the Celebrities Create In the Movies? (Can Tick More than One). (a) Attract Attention Towards Advertisements. (b) Arose Interest In The Products (c) Build Desire To Have The Product.
(d) To Action For Buying A Product Statement Attract Attention Towards Advertisements Arose Interest In The Products Build Desire To Have The Product To Action For Buying A Product . No.of Respondents 44 37 34 53
Q7. The following statement are based on your ability to remember/ recall the product. Please tick the statement(s) as per your agreement to the statement. (a) The particular brand was my favorite brand and so I could remember. (b) The brand was endorsed by my favorite actor. (c) (d) My friends spotted it and showed me. I was well aware of brand so I could see and remember it.
Q8. Which Other Factors In Movies Can Influence You To Buy The Product? (a) Brand Name (b) Music/Jingle (d) Cast of Film(hero/heroine)
(c) Product
Q9. Please List down the Celebrity Name and Brand/Product Endorsed by him/her That You Can Recall Celebrity Name Aamir Khan Amitabh Bachan Brand Endorsed Samsung Mobile,Tata Sky,Coca Cola Himani Fast Relief, Boroplus, Navratan oil,Pepsi, Binani Cement. Abhishek Bachan Idea,Motorola,Lux. Juhi Chawla KurKure Aishwarya Rai Coca Cola,Lux,Tanishq Jewellers. Shahrukh Khan Sunfeast, Airtel, Nokia, I-10, I-20, Fair and Handsome. Imraan Khan Coca Cola Akshaey Kumar ThumsUp Q10.Have You Ever Bought A Product Under The Influence Of A Movie? (a) Yes Q11.Are you planning to purchase it in future? (a) Yes (b) No (b) No
Q12.Please List Down the Products Bought By You Due To the Impart Of Movies? CocaCola,Bisleri,Bournvita,Pepsi,Kurkure,ThumsUp,Idea,Motorola,Nokia,Airtel,Boroplus, Fair And Handsome,Samsung Mobile,Tata Sky,Spyker Jeans,Levis Jeans,Navratan Oil etc. Q13.How Can The Celebrity Influenced Your Purchasing Decision? (Can Tick More Than One)
(a) Due To Good Image (c) Possesses Attractive Personality Findings
(b) Make Rational Appeal (d) Define the Product Effectively
The research was conducted to know the impact of celebrities on buying behavior of consumers and recall of products through Bollywood movies,following are the findings of the data analysed.
Ø Majority of the respondents were below 20 and between 20-30 years of age.and were students by occupation.which was useful because youngsters take more interest in movies,which enables them to recall the product and celebrities more frequently. Ø Regarding the influence of celebrities on consumers,majority of the respondents feels that‘s celebrities cast and impact on the consumers through the movies. Ø When asked to recall the celebrity endorsements,most of the respondents recalled having to action for buying products. Ø Most of the respondents were already aware with the most of brands so they could see and remember it. Ø While recalling many respondents were confused as to which celebrity endorsing which product, because many celebrities are endorsing various categories of products as in the case of Amitabh Bachan,Shahrukhh Khan,Aamir Khan etc. Ø Among various kind of celebrities like Aamir Khan and Shahhrukh Khan has more influence on the buying decisions. Ø Celebrity presence in the movies and brand placed by them are more influencing majority of respondents. Ø Some of the respondents denied to make repeat purchase of products because the product didn‘t confirm the standards. Ø The products bought by the respondents included the durables as well as non-durables, the purchases included Bikes,Soaps,Coold Drinks,Mobile sets,Celluler Services etc. Ø Defining the product effectively by celebrity, impact on the consumers buying decisions.
Conclusion The study indicates that brand placement in Hindi films are effective. The high recall, recognition and positive attitude scores suggest that brand managers are seriously looking at product placements in movies as a new vehicle for reaching to consumers. However, several issues need to be kept in mind. Relevance of products to the situation needs to be created- this is possible by incorporating the placement planning at a script level, as practiced in Bollywood. The brand managers also need to guard against the clutter in the scenes- other competing products of product category should not be incorporated. They need to look in the future where use of comparative brand placement will be a reality.
As the Indian economy develops a global perspective, Bollywood needs to follow suit. More importantly, as Indian audiences become fragmented into class specific segments, marketers are faced with the more difficult task of communicating their brand messages. Effective and well thought of product placement appears to be some solution.
WHAT IS PRODUCT PLACEMENT? A product placement is the inclusion of a product, package, signage, a brand name or the name of the firm in a movie or in a television programme for increasing memorability of the brand and instant recognition at the point of purchase. Placements can be in form of verbal mentions in dialogue, actual use by character, visual displays such as corporate logo on a vehicle or billboard, brands used as set decorations, or even snatches of actual radio or television commercials. The objective of this communication strategy is to expose audience to a brand, whereby the effect can be maximized in terms of increased brand awareness and higher recall, so that the customer will buy the brand which has the highest recall; and to satisfy the customer to optimal level. Because of proliferation of advertisements and the consequent difficulty in getting commercial messages to reach and influence potential customers, product placement appears as an interesting alternative to traditional marketing communication tools. Basically, there are three ways product placement can occur:
It simply happens. It‘s arranged, and a certain amount of the product serves as compensation. It‘s arranged, and there is financial compensation.
Sometimes product placement just happens. A set dresser, producer, director, or even an actor might come across something he thinks will enhance the project. Usually this has to do with boosting the level of credibility or realism of the story being told. Example can be use of ‗Tata Indigo‘ car in movie Aaja Nachle. The car has been used to as mode of transport for the lead actress both when she arrives from abroad and when she goes back. Interestingly the vehicle is widely used as commercial luxury vehicle in many Indian towns. So use of this car added a touch of realism in the movie. However, when contacted, the representatives of the car company denied being approached about the use of their product. Arranged product placement deals fall into two categories:
Trade-off of integration or placement for a supply of product Financial compensation for placement or integration
The most common type of deal is a simple exchange of the product for the placement. Example, let‘s say the production team wants lead actor to display a quirky affinity for a particular type of beverage. This will come across rather strongly over the course of the program — which means the chosen product could get a lot of air time. It turns out that someone on the crew knows someone who works for that beverage. The production people approach the beverage company folks with a proposal and a deal is made; in exchange for the airtime, the cast and crew are provided with an ample supply of the beverage at work. Example: the movie Krish where the lead actor drinks a lot of Bournvita. Before product placement really saw a surge in the mid-1990s, it was pretty much a do it yourself effort. Now there are specific corporate positions and entire agencies that can handle the job. Some larger corporations will dedicate personnel to scout out opportunities for product integration or placement within films, television shows and even games and music. Good example would be Madison‘s specialized division for in-film branding, MATES. Churning out nearly 1,000 films a year, the Indian film industry is the largest in the world. Now, aided by technological advancements, the industry is set to take a further leap – across production, exhibition and marketing. In such a scenario, product placement in mainstream films deserves a renewed focus because as a marketing communication tool, it is fast emerging as the medium with maximum potential to capture and covert audiences to potential consumers. This is especially relevant in a world where traditional media vehicles are increasingly failing to reach the consumers for various reasons. Brand/product placement is a promotional tactic used by marketers in which a real commercial product is used in fictional media, and the presence of the product is the result of an economic exchange, it is an advertising technique in which the companies pay a fee or provide service in exchange for a prominent display of their product. Product placement occurs in plays, films, television series, music videos, video-games and books. The objective of such brand communication is to expose the audience to a brand, whereby the effect can be maximized in terms of increased awareness and higher recall, so that the customer will buy the brand which has maximum recall; and to satisfy the customer to optimum level.
Product placement has come as a blessing in disguise for both, the brand and the filmmaker. Through it, the brand managers get the clutter breaking opportunity to look beyond the 30 sec TV commercial and the filmmaker gets to earn huge revenues by just showing the brand being used by protagonist or let it exist in the background. The deal is just perfect for both of them. But the most important person in the deal is the consumer who is vigilant and smart enough to notice what‘s served to him and has reservations against in your face placements. Surely he does not want more intrusion in his life. Hence, product placement has arrived and here to stay. But a word of caution is to be always kept in mind, by both the brand and the filmmaker- if as communication purveyors they are looking for better and innovative means of reaching the consumer, the consumer himself is already bombarded with marketing tactics from all over and in the three hours of movie, he would want to forget about all these intrusions, including advertising. Thus overdose of brand placement will only drive away the consumers from the cinema halls, resulting in a flop film and a failed marketing endeavor. Brand placements are used to increase the level of brand knowledge among consumers as in every advertising medium. The uniqueness of the medium is found in the process of exposure and congruity of brand in the story. There is no competitive exposure in the same medium at the same time, unlike television of newspapers. This is significant as it may increase the level of brand knowledge. Brand knowledge is conceptualized as brand node in memory to which a variety of associations are linked. So it is important to identify the properties of the brand node and brand association. PRODUCT PLACEMENT IN MOVIES 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. In-film advertising, in its most effective form, is about a brand being a part of cinema‘s content. Many global brands are now turning to this medium for the sheer impact that a movie can make on its audiences. Brands are increasingly being associated with films. And companies are seeing big business in being associated with films. They feel that their brands connect on a more emotional level with the audience if placed in a film. So far so good. But it is worth exploring why more and companies are making a beeline to advertise in films and what makes films so attractive to companies. 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? The scene became more romantic for Ghai because Coke India dished out Rs 1 crore for placing the product in the film. Sources say Ghai approached the two cola giants operating in India. Pepsi India declined probably because it felt the asking rate of Rs. 1 crore was too high. Hence Coke was the only right choice.
Advertising in films is becoming big business for film producers, advertisers and ad agencies, and the trend is being witnessed all over the world. American beer company Stroh‘s is said to have paid Rs 15 lakh to the producers of Dilwale Dulhania Le Jayenge for a 15-second scene in which Shah Rukh Khan mentions the brand name while downing a canned Stroh‘s. The BSA SLR bike featured as a hero of sorts in the film Jo Jeeta Wohi Sikandar and TI Cycles is said to have paid producer Nasir Hussain some lakhs of rupees. The first such in film placement was the black-and-yellow Rajdoot bike in Raj Kapoor‘s film Bobby, released in 1973 though it is not known if Raj Kapoor charged anything from Enfield for the scene. Sooraj Bharjatya‘s film Hum Saath Saath Hain was associated with Coca-Cola. Throughout the film‘s promos the theme was ‗Coke Presents Hum Saath Saath Hain.‘ Bharjatya is said to have received Rs 1.5 crore for associating his film with the brand. This year the number of brands associated with films has hit an all-time high. For instance, the recently released Shah Rukh Khan, Rani Mukherjee starrer Chalte Chalte, has the hero driving a Hyundai Santro and using Castrol engine oil in his vehicle. Kaizad Gustad‘s Boom, released recently abroad, features 400 carats of real diamonds in its opening scene, courtesy Diamond Trading Company. The Rohan Sippy-directed Aishwarya RaiAbhishek Bachchan film Kuch Na Kaho is said to have Coca-Cola and Perfetti Van Melle‘s confectionery brand, Mentos, as in-film placements. Coca-Cola has been associated itself with Hollywood for at least 25 years, and the company has offices near major Hollywood studios for the purpose. Coke is using much the technique in India. Apart from Hum Saath Saath Hain and Taal, Coke‘s sub-brand Thums Up was associated with the Sanjay Gupta-produced Kaante. Sources at Coca-Cola India say the company will increasingly be associated with ‗Indian passions‘ like cricket and Hindi films. The company‘s involvement ranges from in-movie advertising, theatre tie-ups and premieres to national launches, special shows and consumer promotions. Says Coca-Cola India vice-president (marketing) Shripad Nadkarni: ―In-film is a great way to connect with the consumer in their environment.‖ For liquor companies faced with dwindling avenues to advertise their products such placements are being looked upon with a positive glee. This year McDowell‘s second-largest brand McDowell No 1 was associated with Raveena Tandon‘s home production Stumped and thus it was ‗McDowell Presents Stumped,‘ all the way. McDowell‘s brand Bagpiper was associated with the Vivek Oberoi starrer Dum while McDowell‘s strong beer Zingaro was associated with the Pooja Bhatt-produced film Jism. Liquor companies are allocating big proportions of their advertising budgets towards films. Officials in UB say the proportion of their ad budget going towards films can go up by 25 per cent if there are some good projects. A host of liquor companies are headed in the direction of
films. Officials in the advertising industry say Shaw Wallace and Radico Khaitan have also started actively scouting for in-film placements. As mentioned earlier, in Hollywood films such ad placements have been around for quite some time. From liquor to cigarettes and menswear to cars, James Bonds films have them all. When Smirnoff ended its association with Bond‘s film Die Another Day, rival Finlandia promptly filled the gap. And how can one forget Bond‘s favourite cars, which ranged from the BMW to the Jaguar, with due credits being given to the car manufacturer in each Bond film. RayBan associated itself with Men in Black while the film You‘ve got Mail featuring Tom Hanks and Meg Ryan had as its real star of America Online (AOL). AOL reportedly received between $3 million and $6 million with added visibility for AOL‘s signature smiley-face logo. Clean finance The Indian media and entertainment industry has an estimated size of US$ 7.72 billion and is expected to reach US$ 18.32 billion by 2010 with CAGR of 19%.Recent years have seen a consolidation in the Indian film industry, which produces an average of 800 movies per year. The industry is witnessing a changing structure where film producers have now entered into the distribution and exhibition of films, realizing the greater control they can have over ticket sales. Film distributors, who are a major source of exploitation of the overseas market, which has increasingly become a more important source of revenue than any of the domestic territories. However, recent years have seen growth in alternative sources of finance. There are an increasing number of financial institutions making funds available but there has also been a growth in the level of direct and indirect government funding through reductions in entertainment taxes, tax incentives for the development of multiplex cinemas across India. The film industry itself has been more proactive in marketing the products. The industry‘s initial over-reliance upon the sale of music rights to cover the film budgets has led to the use o more innovative marketing tactics, with the greater use of the internet, sponsorship, pre-release advertising, corporate tie-ups and brand placement all acting as additional sources of revenue. BR Chopra‘s film Baghban starring Amitabh Bachchan and Hema Malini among others, scheduled for release later this year, has tied up with three brands – Ford Ikon, ICICI Bank and Tata Tea – which will figure in his film. Ravi Chopra, the director of Baghban, admitted that the total benefit to the producers from associating with the brands is in the range of Rs 3-4 crore. Says Chopra: ―This kind of advertising helps producers recover some of the costs of the film. In any case in our films we need to show film characters driving cars, using mobiles, drinking tea or coffee and using a number of other products, so why not benefit out of it. The sponsoring company also benefits as their brands get associated with film stars.‖ He feels the growth is tremendous in this kind of advertising as ―two to five years ago the amount paid for such ad placements was in the range of a few lakhs while the sums being talked about now run into a few crores.‖
Such ad placements, he says, could become a source of part-financing for films as big budget films are likely to attract more advertisers and producers would also charge proportionately higher charges for placements. He is however categorical ―that such in-film ad placements need to be carried out with finesse and could work against a film also if done shoddily.‖ There is unanimity among advertisers and producers that advertising of this kind needs to be as unobtrusive as possible. Sanjay Bhutiani, who heads Leo Burnett Entertainment, says one bad placement can undo the work of 10 good ones. For the cash-strapped film industry, getting some amount of clean financing from the corporate sector is a whole lot better than dealing with dubious underworld dons. Films gained industry status two years ago and there was much hope that banks and financial institutions would enter into film financing in a big way. This hasn‘t really happened. Financial institutions and banks tend to lay huge conditions in front of film producers before sanctioning finance. With film making a hugely risky business and producer unable to furnish the kind of guarantees required, bank and corporate finance has been hard to get. Companies wanting to connect better with their audiences and faced with huge rates charged by leading print publications and television channels feel that there is tremendous advantage to be gained by associating with film stars and even more so if the stars happen to be ambassadors of their brands. Officials at PepsiCo, which recently associated with the Shah Rukh Khan-produced Chalte Chalte, say: ―Our presence in the film is because Khan is our brand ambassador and we have an ongoing association with him. Chalte Chalte was Khan‘s home production. Therefore, Pepsi had a presence in the film.‖ Similarly, the Hyundai Santro was a prominent fixture in the film and it is not a mere coincidence that Khan is the brand ambassador for the car. The entertainment industry in India is getting increasingly corporatised and somewhere along the way certain brands are becoming associated with the film personalities. Cola drink brands like Coke and Pepsi, and miscellaneous bathing soaps have from the outset been associated with film stars. More and models are turning to acting, and it looks like film advertising is in the natural progression of things. Indian mainstream Hindi films, popularly known as Bollywood the world over, caught up with the trend in 1970‘s with Rajkapoor using ‗Rajdoot‘ in his movie Bobby. Popularity of movies as medium for product placement grew because of the increasing difficulty of using television as an effective medium to target audiences. The film medium provides an excellent message reach and message life and an effective method of popularizing and immortalizing brands. One of the key drivers for movies becoming a popular medium for product placement has been the increasing difficulty of using television as an effective medium to target audiences. The advent of cable and satellite television has meant that audiences have become more fragmented and tend to demonstrate a greater level of ad avoidance. By contrast, the film medium provides
an excellent message reach and message life and an effective method of popularizing and immortalizing brands. The movie-goers vicariously experience the brand as they make a connection between the film, the actor, the product and its consumption, and argue that product placement acts as a perceptual clue which directs behavior to purchase a product to satisfy a need or reinforce a social status. Movie product placement is viewed as a cheaper and more effective alternative to traditional marketing communications, despite its inflexibility, but as a result of the establishment of specialist placement agencies, and through increased brand exposure through cable, satellite, video and DVD, a typical movie with international distribution can reach over one hundred million consumers from box office to TV. There seem to be three reasons why marketers consider product placement in movies as interesting communication strategy. First watching a movie is high attention and involving activity. The particular exposure context associated with movies in theatres (lights off, minimal noise and distraction possibilities, large screen, difficulty in moving around, no zapping) is bound to lead to a high level of consumer attention as opposed to, say, listening to television. In addition, movie goers expend some significant effort (choosing a movie, driving to the theatre, finding a parking space, staying in line, finding a seat) and money (transportation, parking, tickets) in order to go to a movie and therefore quite involved during the show. Second, successful movie attract large audiences. A blockbuster movie like Om Shanti Om for instance has been seen by millions of people, and this does not include video purchases and rentals, and eventual television broadcast. Therefore from a strict cost per viewer point of view, a product placement in a movie is a real bargain. Finally product placement represents a natural, non aggressive, non persuasive way of promoting brand or a firm. Hence it may lead to less counter arguing and ‗internal‘ zapping from consumers. The use of feature films as a strategy for introducing new products has grown increasingly sophisticated. Savvy marketers now build elaborate marketing communication plans crosspromoting films and brands. For example, Audi used 2004‘s Babul, a film by Ravi Chopra, as an integrated element for introducing a new model, the Audi A6. It was judged the most successful promotion of 2004. Subhash Ghai was one of the early filmmakers to do product placement on a real large scale. Bollywood insiders say Ghai recovered production cost from Coke and other products even before the release of films like Yaadein and Taal. In future 40% of a film‘s revenue will accrue from streams like TV, online rights, product placements and digital downloads. Video-ondemand, IPTV and DTH are already fetching handsome returns. Then, of course, there is the overseas market, which is expanding fast. In 2007 alone, at least a dozen Hindi Mainstream films have crossed a US $ 1 million mark in the UK an US. As successful marketing efforts incorporating motion pictures continue to mount, the casual use of brands as props will diminish. While current practice does not require filmmakers to identify brands placed in films, viewers can reasonably assume that prominently featured brands have offered some compensation or other consideration in exchange for the appearance.
TYPES OF PRDUCT PLACEMENT In films, product placement can be divided into three broad categories:
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. Imperative Mode: In this the star would ask his friend/co-worker/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. 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.
Consumer Aspirations and the Bollywood Movies The success of bollywood movies has been experienced not only in India but even outside India with the Indian diaspora. There are over 20 million Indians across the world with 18% residing in UK and North America and their strong ethnic ties make them a ripe market for Indian entertainment products. By way of evidence, Hum Aapke Hain Kaun grossed more than $30 million overseas movies such as Lagaan and Dil Chahta Hai through their subject matter clearly show Indian audiences, both domestically and abroad are changing. PROMINNENT EXAMPLES OF SUCCESSFUL PRODUCT PLACEMENTS IN SOME BOLLYWOOD MOVIES (In Recent Times) & SOME FAILURES TOO SUCCESSES Bollywood has finally discovered branding. In 2007, according to industry estimates, brand cameos earned around Rs 200 crore, and as a result, even small-and medium-budget movies as well as animated films are hoping to cash in on this new and lucrative revenue stream. Indeed, media analysts and industry watchers expect that figure to climb to Rs 800 crore by 2010. Some of the select successful instances of brand placement in recent times are cited below: Rang De Basanti: Rakyesh Omprakash Mehra‘s Rang De Basanti was probably the most successful Bollywood branding in 2006 with its limited edition RDB Coca-Cola bottle, and cameos of Airtel, LG, Berger and Provogue in the film. Coke, in a first of its kind attempt, launched Coca-Cola bottles branded with the RDB title and Amir‘s picture and produced a
movie trailer that was a montage of shots from the film and Coke‘s ‗Piyo Sar Uthake‘ campaign. Just the right kind of media partners, the film‘s marketing ensured good and effective publicity and both the brands and the movie generated a lot of mileage from each other. Krrish: Rakesh Roshan‘s Krrish, now a case study of Indian Institute of Management, Indore, prominently featured Singapore Tourism Board, Sony, John Players, Bournvita, Tide, Hero Honda, Boro Plus, Lifebuoy, HP Power, Acron Rangeela, Hansaplast and Lays chips, followed by merchandising of Krrish masks, lunch boxes, water bottles. Its merchandising sold like hot cakes among children. Krrish made 12 crores out of product placement. Don: Farhan Akhtar‘s Don promoted Tag Heuer watches, Motorola, Garnier, Citibank and, of course, Oakley sunglasses as well as Louis Philippe outfits. The placement ensured that the viewer noticed don‘s phone, his laptop, his watch, his sunglasses and the brand names were the focus of the camera work. But it was still done in a subtle way and did not come across as being imposed on viewer. Dhoom 2: Sanjay Gandavi‘s Dhoom 2 promoted Coke, Pennzoil, Pepe, Sony, Disney channel, Sugar Free, McDonald‘s, Speed, and Suzuki Zeus. The movie was quite an opportunity for Coke, for both the brand ambassadors of Coke were starring in the movie together for the first time. The cool couple drinking the always coolest drink, perfect for Coke! The cola company had a special campaign for Dhoom 2 where Hrithik Roshan encouraged youngsters to take a swig and ―go dhoom‖. Baabul: Ravi Chopra‘s Baabul featured brands like Audi, Kotak Insurance, Eros Jewellery, Nerolac and Taj Mahal Tea. The spirit of Baabul is celebrated with ‗Kotak Life Insurance‘. The high profile in-film ad in Babul featured the Audi A6. Chivas Regal, Eros Jewelry and Audi together contributed 40 lakhs in cash and kind for the music release and fashion show of Baabul. Main Hoon Naa: Farah Khan‘s first movie Main Hoon Naa featured the following brandsReebok, Café coffee day, Frito Lays, Levis, LML. MHN was an example of optimum utilization of branding in a film. The story of the film revolved around youth hence it gave us the scope of using lifestyle and youth centric brands. The brands that were involved were the ones keeping the modern day college goers in mind, for which using brands is just a way of life. The brands were woven into the screenplay in a manner where it looked like a modern day college going youth was using the product – natural yet conspicuous. Baghban: One of the clear cases of effective placement in recent times was BR film‘s family drama Baghban. The movie creatively integrated five brands in it. The brands included were ICICI Bank, Tata Tea, Archies, Ford and Tide. Baghban truly depicted the craft of product placement. FAILURES There is always the other side of the coin!
Academicians from Universities say that currently, embedded advertising still needs to grow in India. ‗It is like a deranged marriage, the brand most often does not fit into the film the way in which it should. The reason is that most filmmakers still do not think of it as a revenue stream,‘ they say. So apart from the huge successes, there were some bad failures as well. Few of them are: Ta Ra Rum Pum: After you see drivers and cars layered by brands of their sponsors, Ta Ra Rum Pum a film on racing cars would seem like the perfect avenue to showcase such similar branding. After all seeing these brands is what we‘ve come to expect, but corporate honchos didn‘t seem happy just with ‗being there‘. So they must‘ve insisted on special close-ups and zooms for their brands. As a result we get a good dose of Castrol, Goodyear and Chevrolet periodically through this film. Salaam E Ishq: Salaam E Ishq was another product-friendly movie. With such an extensive star cast and lavish set designs the director must‘ve felt the need for corporations to cover up costs. Of the many placements there was one that stood there screaming for attention. John Abraham and Vidya Balan play a couple in love so on the day of their anniversary John decides to gift his lady love with a diamond set. For those curious about the brand, it was Ira Jewellery and the makers give more than a glimmer to those who wonder. To make things worse, the camera decides to zoom more on the brand than the jewels. Victoria 203: If you‘re one of the few people that watched the remake of Victoria 203, you‘d probably be gripped by the urge to buy diamonds, more specifically Gitanjali Diamonds. That‘s because Gitanjali has been constantly mentioned throughout the first half an hour. The makers go to the extent of giving the viewers an unwanted history lesson about the Choksi family that owns the company and their legacy. Virruddh…Family Comes First: In terms of product placements, Viruddh went to the extent of shoving their branded products down audiences‘ throats. What made this blatant promotion unbearable was that Virruddh was made as a serious film about a grieving family and their dead son. Obvious instances were where Sanjay Dutt posed with a can of Elf Oil in his garage and John Abraham praised how great ‗the services of Western Union money transfer‘ were. Koi Mil Gaya: The product placements in Koi Mil Gaya weren‘t as awkward as Yaadein but they were definitely obvious. You can definitely tell why the mother (played by Rekha) insists that her overgrown, mentally handicapped son (played by Hrithik Roshan) drink his glass of Bournvita milk. Not to mention another scene where the dimwitted son magically transforms into a promoter for Bournvita when his drink preference is asked. Coffee, tea, Bournvita or me? Other instances include where Hrithik sips Coke with his classmates and rides off into the sunset with Preity Zinta on his Hero Honda Bike in the end. Yaadein: Few films have been universally panned like the way Yaadein has. Ironically, the film‘s message was to shun the materialistic life all the while promoting brands. Coca Cola had a large presence throughout the entire film. It even went to the extent of having the Coke logo branded on Jackie Shroff‘s key chain! The blatant praise for Pass Pass the mouth freshener by
the film leads also made audiences groan in their seats. The film sank at the box-office, but since Subhash Ghai leaned heavily towards placements it‘s likely he covered part of his production costs. Scope of study Brand placements are used to increase the level of brand knowledge among consumers as in every advertising medium. The uniqueness of the medium is found in the process of exposure and congruity of brand in the story. There is no competitive exposure in the same medium at the same time, unlike television of newspapers. This is significant as it may increase the level of brand knowledge. Brand knowledge is conceptualized as brand node in memory to which a variety of associations are linked. So it is important to identify the properties of the brand node and brand association. Need of study In this modern era, there are lots of advertisements in T.V.channels, newspapers etc. product placements in movies have been widely adopted yet its impact is not clearly comprehended. Movies being long and having many stars and personalities are often preferred by the companies and advertisers to show and present their products to the target market. These are most of time shown as the actor eating and drinking particular product, or wearing or even speak in favour of certain brand in the movies. The study is done for getting the attitude and interests of audience towards brands and branded goods, to understand individual‘s propensity to get influenced by brand image. It can also identify additional variables to further segment the market on basis of behavioral intentions in accepting brand placements. Objectives of study 1.To find whether consumers can recall various brands being endorsed by film stars in movies. 2.To analyze whether celebrities in movies cast any influence on consumers decision making/ buying behavior. Review of literature Pandey(2010)in his study ―Impact of celebrities multiple product endorsements on buyer‘s attitude and purchase intentions‖study that the aim of advertiser is to make their product distinct and so valuable that the customer becomes a repeat buyer. Aggarwal (2009)in his study ―brand ambassadors and their impact on consumer behavior: A case study of mobile companies in india‖study that the choice of celebrities to fulfill that role has become common practice for brands competing in today‘s cluttered media advertisements. Recently, two of it giants, hp and Lenovo signed Bollywood stars, shah rukh khan and saif ali khan as their brand ambassadors.
Ganesh, Kavitha (2009) in their study ―Employees as brand ambassadors‖ stated that many marketers use brand ambassadors to perk their brands instantaneously. The role of brand ambassadors can be leveraged in many other ways than the obvious celebrity ambassadors. Singhal(2009)in her study ―advertising in multiplexes: Brand theatre ―study that cinema is certainly going to be a reinvigorating experience for both the brands and visitor. Multiplexes are a good place to run a quick awareness generation exercise more as a reminder than as contest. Suresh (2009) in his study ―Celebrities and public service advertising‖ study that there is no doubt that association of celebrities with social issues helps to ensure widespread awareness of the causes. Media outfits are generous in donating time/space for public services advertisements. Venkatesh (2009) in his study ―Endorsement by celebrities: A brand revolution in marketing and advertising of products‖ study that with growing number of people having greater purchasing power and a variety of products coming out of the factories. In such a millien, it is not surprising that celebrity endorsements of products and brands have almost become routine. Neijens, Smith(2007)in their study” Effects of television brand placement on brand image‖ study that the effects of television brand placement on brand image. As people watched more episodes, the brand image became more in agreement with the program image. These results confirm the applicability of learning and human associative memory theories to brand placement. Lehu, Bressoud(2007)in their study‖ Effectiveness of brand placement: New insights about viewers‖ research that explores new insights concerning viewers‘ reactions during a second viewing of a movie. A sample of 3532 French viewers of DVDs has been used to link the way the movie was chosen, viewed and appreciated (or not) with a spontaneous brand placement recall, the day after the film was watched at home. A first viewing of the movie at the cinema improves brand placement recall, as does watching the movie at home on a large home cinema screen. Yang, Roskos(2007)in their study‖ The Effectiveness of Brand Placements in the Movies: Levels of Placements, Explicit and Implicit Memory, and Brand-Choice Behavior‖stated that the Product placements within a movie are often treated as a binary variable: either they are present or absent. The influence of 3 different levels of brand placements on explicit and implicit memory for the brand, implicit choice behavior, and attitudes toward the brand were examined. The results confirmed that levels of brand placements influence recognition of the target brand and attitudes toward the brand. Nelson, Devanathan(2006)in their study‖ Brand placements Bollywood style‖ stated that the globalization of media allows brand placements subtle ways to reach local and international consumers. This study examines Indians‘ responses to brand placements in a Bollywood film. Film involvement showed an adverse effect on brand recall, while brand consciousness had a positive effect. McLeod , Nelson (2005)in their study‖ Adolescent brand consciousness and product placements: awareness, liking and perceived effects on self and others‖ stated that the Product placements in
entertainment media are increasing, particularly in content targeted to adolescents. This marketing communication tactic is examined in the context of media socialization and individual differences in brand consciousness. The relative influence of commercial media (TV, radio, movies, online) and perceived peer and parent brand consciousness. Results of hierarchical multiple regression analyses show that movies and perceived parent and peer brand consciousness were positively related to adolescent brand consciousness.
RESEARCH METHDOLGY Research methodology is a way to systematically solve the research problem. Research Methodology comprises of two words, research and methodology. Research is defined as human activity based on intellectual application in the investigation of matter. The primary purpose for applied research is discovering, interpreting, and the development of methods and systems for the advancement of human knowledge on a wide variety of scientific matters of our world and the universe. Research may be defined as a careful investigation or inquiry especially through search of new facts in any branch of knowledge. In short, it comprises defining a refined problem‘s, formulating hypothesis or suggested solution; collecting, organizing and evaluating data; making deductions and research conclusions; and lastly carefully testing the conclusion to determine whether they fit the hypothesis Methodology can be defined as: 1. The analysis of the principles of methods, rules, and postulates employed by a discipline. 2. The systematic study of methods that are, can be, or have been applied within a discipline 3. 3. A particular procedure or set of procedures. This chapter aims at describing the research methodology adopted for research in the present work. Research is common parlances refers to a search for knowledge. In fact, research is an art of scientific investigation. Research may be defined as a careful investigation or inquiry especially through search for new facts in any branch of knowledge. Research methodology is a way to systematically solve the research problem Sample Design The respondents of Ludhiana are included in universe/population. Sample Size
It is the total number of respondents targeted for collecting information or data for the research. Sample size of Hundred respondents was taken for the research. Sample Unit It refers to the smallest possible individual eligible for respondent. In my study the sampling unit is 100 individual. Sampling Technique Convenience sampling techniques was used to select respondents though at the sampling. Data Collection Technique Questionnaire Data Source Both Primary and Secondary sources are used for collecting the data. Data Data were collected by two methods. (a) Primary data i.e. questionnaire. It is a set of question given to a sample of people. This data is collected through questionnaire. (b) Secondary data Certain books related to Brand placement and advertisement. Articles from net and library.
Analysis of data Analysis of data has been done by way of tabulation of data on Microsoft excel sheet. Table and charts have been prepared to arrive at conclusion by way of analyzing graphical representation. All the information/data collected through questionnaires‘ were first transferee into master table which facilitated the tabulation of data in the desired form. Data Analysis and Interpetation Age (a) Below 20 (b) 20-30 (c) 30-40
(d) 40 & above Occupation (a) Student (d) Business man Q1. Do you watch movies? a) Yes (b) No (b) Employee (c) Housewife
Q2. If yes how often do you watch them? a) b) c) Sometimes Frequently Daily
Q3. Where do you watch movies? (a) Television (b) Theaters/Cinema halls
Q4. Do you think the Movies are trying to promote the Brands? (a) Yes (b) Can‘t say Q5. Can you recall the Brands/Products you saw in particular Movies? Film Name Om Shanti Om Chak De India Partner Bhool Bhulaiyan Heyy Babyy Guru (b) No
Ta Ra Rum Pum Namastey London
Jab We Met Welcome Tare Zameen Par Brand Name Mukta Arts-Production House, HMV, Exide Battery, Filmfare Awards, Tag Heur Watch, Maybelline EXIMBank,AustralianTradeandCommerce,AajTak,McDonald‘s, Britannia Marie, ESPN, Puma Coco Cola, Marie Claire, Zoom (Media Partner), Pepsi, Pizza Hut, Toyota, ESPN, Boost, Hutch, Sony Vaio, Phuket (Tourism), Starbucks, Mercedes, Kawasaki (Water Boat), Nokia 6600, BPL, DFL, Bournvita, Sony Erickson Mobile, Go air, Nikon, Calvin Klein Sony Handycam NDTV, MTV, P9, Radio Power Fm, Bright Advertisement, Tata Indicom Mercedes Benz EXIM Bank, New York Speedway, Castrol GTX, Pepsi, Goodyear, Chevrolet, Ford, Apple i-pod, ESPN Spykar Jeans, Western Union Money Transfer, Streax, MTV, Kingfisher, Bharatmatrimony.com, Indiatimes.com, HP (laptop),
Bailey (Packaged Water), Ford (Tractor), Sony Camcorder IDBI Bank, ZOOM, Spinz Deodorant, Times Now, Bailey Packaged Water, Madhya Pradesh Path Parivahan Nigam, State Bank of India, Mercedes. IDBI Bank, Music India, Junglee Music, Ponds (age miracle), Sun City (South Africa), Nokia, FrankFinn, Parle G (Biscuit), Surf, Rin, Nirma. MSN, Movie Talkies, Channel V, Red Label (Tea), Horlicks, Colgate, Fevicryl, Camel‘s Geometry Box, Acron, Toyota
Q6. What Impact Do the Celebrities Create In the Movies? (Can Tick More than One). (a) Attract Attention Towards Advertisements. (b) Arose Interest In The Products (c) Build Desire To Have The Product.
(d) To Action For Buying A Product Statement Attract Attention Towards Advertisements Arose Interest In The Products Build Desire To Have The Product To Action For Buying A Product . No.of Respondents 44 37 34 53
Q7. The following statement are based on your ability to remember/ recall the product. Please tick the statement(s) as per your agreement to the statement. (a) The particular brand was my favorite brand and so I could remember. (b) The brand was endorsed by my favorite actor. (c) (d) My friends spotted it and showed me. I was well aware of brand so I could see and remember it.
Q8. Which Other Factors In Movies Can Influence You To Buy The Product? (a) Brand Name (b) Music/Jingle (d) Cast of Film(hero/heroine)
(c) Product
Q9. Please List down the Celebrity Name and Brand/Product Endorsed by him/her That You Can Recall Celebrity Name Aamir Khan Amitabh Bachan Brand Endorsed Samsung Mobile,Tata Sky,Coca Cola Himani Fast Relief, Boroplus, Navratan oil,Pepsi, Binani Cement. Abhishek Bachan Idea,Motorola,Lux. Juhi Chawla KurKure Aishwarya Rai Coca Cola,Lux,Tanishq Jewellers. Shahrukh Khan Sunfeast, Airtel, Nokia, I-10, I-20, Fair and Handsome. Imraan Khan Coca Cola Akshaey Kumar ThumsUp Q10.Have You Ever Bought A Product Under The Influence Of A Movie? (a) Yes Q11.Are you planning to purchase it in future? (a) Yes (b) No (b) No
Q12.Please List Down the Products Bought By You Due To the Impart Of Movies? CocaCola,Bisleri,Bournvita,Pepsi,Kurkure,ThumsUp,Idea,Motorola,Nokia,Airtel,Boroplus, Fair And Handsome,Samsung Mobile,Tata Sky,Spyker Jeans,Levis Jeans,Navratan Oil etc. Q13.How Can The Celebrity Influenced Your Purchasing Decision? (Can Tick More Than One)
(a) Due To Good Image (c) Possesses Attractive Personality Findings
(b) Make Rational Appeal (d) Define the Product Effectively
The research was conducted to know the impact of celebrities on buying behavior of consumers and recall of products through Bollywood movies,following are the findings of the data analysed.
Ø Majority of the respondents were below 20 and between 20-30 years of age.and were students by occupation.which was useful because youngsters take more interest in movies,which enables them to recall the product and celebrities more frequently. Ø Regarding the influence of celebrities on consumers,majority of the respondents feels that‘s celebrities cast and impact on the consumers through the movies. Ø When asked to recall the celebrity endorsements,most of the respondents recalled having to action for buying products. Ø Most of the respondents were already aware with the most of brands so they could see and remember it. Ø While recalling many respondents were confused as to which celebrity endorsing which product, because many celebrities are endorsing various categories of products as in the case of Amitabh Bachan,Shahrukhh Khan,Aamir Khan etc. Ø Among various kind of celebrities like Aamir Khan and Shahhrukh Khan has more influence on the buying decisions. Ø Celebrity presence in the movies and brand placed by them are more influencing majority of respondents. Ø Some of the respondents denied to make repeat purchase of products because the product didn‘t confirm the standards. Ø The products bought by the respondents included the durables as well as non-durables, the purchases included Bikes,Soaps,Coold Drinks,Mobile sets,Celluler Services etc. Ø Defining the product effectively by celebrity, impact on the consumers buying decisions.
Conclusion The study indicates that brand placement in Hindi films are effective. The high recall, recognition and positive attitude scores suggest that brand managers are seriously looking at product placements in movies as a new vehicle for reaching to consumers. However, several issues need to be kept in mind. Relevance of products to the situation needs to be created- this is possible by incorporating the placement planning at a script level, as practiced in Bollywood. The brand managers also need to guard against the clutter in the scenes- other competing products of product category should not be incorporated. They need to look in the future where use of comparative brand placement will be a reality.
As the Indian economy develops a global perspective, Bollywood needs to follow suit. More importantly, as Indian audiences become fragmented into class specific segments, marketers are faced with the more difficult task of communicating their brand messages. Effective and well thought of product placement appears to be some solution.
