It's a m(Ad) world!

NEHAL PAREKH / TNN / May 5, 2007, 00:21 IST

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Bollywood has become a perfect vehicle for brands wanting to be seen today. Film branding is becoming too common these days. AT explores the trend.

Bollywood has become a perfect vehicle for brands wanting to be seen today. Film branding is becoming too common these days. AT explores the trend.
Change has been the only constant thing, be it films, television or commercials. From just one ad during Chitrahaar to 15 minutes commercials in half an hour soap to promoting brands in films — the entertainment industry has seen drastic changes in recent times. Gone are the days when filmmaking was only about scriptwriting, producing and directing. Film branding has made its way to the film-screens already. Films like Viruddh, Baghban, Rang De Basanti, Lage Raho Munnabhai, Dhoom2, Honeymoon Travels Private Ltd. and Namastey London are just a few examples of film branding.
Most producers today strike a deal with ad agencies (brands) in order to get either co-promotion of the film or to simply promote a brand in the forthcoming film. Director Vipul Shah says, "Film branding is a good option to earn additional revenue for the film. We get to shoot in high-end stores and hotels which can't happen otherwise.
Decisions on film branding are usually taken at a primary stage of script writing. For it's important to gel the brand visually into the story line so as to avoid clogging it. But not just any brand can be fitted into the film for the sake of money and publicity," he says.

Talking about the transactions that happen, while majority of the deals are on a barter system, some strike a cash deal. Uday Zokarkar, Business Head of a matrimonial agency that was publicised in Vipul Shah's latest flick says, "Our product fitted well in the film as it talked about searching for a suitable boy for the actress. And it certainly has helped get us the publicity as we are getting lots of inquires about opening up a branch in Punjab," he says.

Agrees Rahul Baliyan, Regional Marketing Head, Radio Mirchi. He says, "There's no harm in getting publicity through films as far as it goes well with the theme."
So what do the ad-makers have to say about this trend? Jimmy Mathew, managing partner with a marketing company says,
"Ads are seen as ads only. However if the same product appears in a movie in a subdued way, it creates a different influence."
Baliyan also confesses that sometimes the script has to be modified to fit in the brand. "And it does affect the authenticity of the concept. One can't bombard viewers with products as it kills the charisma of the movie," he says.
Agrees Aalekh Kapoor, a freelance writer, model and an avid movie-goer. "Film branding is fine as long as it doesn't overshadow the movie." Recalling a few films like Taal and Yaadein he says, "Taal publicised a soft drink and Hrithik kept talking about a mouth freshner in Yaadein. Even though it was indirect advertising, it got irritating for us— the viewers. Also somehow it failed to blend in the storyline."
Commenting on the same, Raima Sen, who promoted a particular brand of medicine and chocolate in Parineeta says, "Yes, film branding is 'in' and we enjoy doing those scenes too. There is no extra effort required on part of actors. In fact, I feel it simply adds to the star value," she says.
It just seems it’s a win-win situation for all except maybe the viewers who just get keep getting bombarded by endless array of products.
nehal.parekh@timesgroup.com

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