Alternative Branding (In-Film Branding)

Brands ride on films. In-film branding has emerged as a new revenue model for filmmakers. Filmmakers have realised that break-even of a film is difficult, and the need of the hour is to increase the revenue model. It has helped to reduce publicity budgets of films by a minimum of 20% to 30%.


FilmyBOX skillfully markets films and handles various associations and tie-ups for the same. We procure brands for product placements and co-branded associations. Our involvement in making a film successful begins at the scripting stage. This gives us a complete feel of the film and we strategize and conceptualize marketing ideas that truly hit the pulse of the audiences.
Innovative ideas and original concepts to enhance the films communication The objective is to make the film speak for itself and make it into a brand thereby building awareness and creating a buzz. This is achieved by a correct & cost effective media & marketing plan. The plan is formulated to reach the target audience to derive maximum viewership.

We provide total support in each of the In-film branding initiative of the corporate and film clients. As In-film branding is more lucrative and promising way for creating win-win situation for both film makers and corporate company.

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The In-Film Branding Trend

BRANDS like to cut the clutter and be noticed. They try all elements of visibility, including television advertising, outdoor media, radio, and, of course, press advertising. Further, they also love to be visible through merchandising at retail counters.

Aggressive growth is being seen in in-film branding, which seems to be paying dividends to advertisers. FedEx uses in-film placement and communication effectively, whether at the international or national level. The movie Castaway is an excellent example of the former. It also made its presence felt in Bollywood films; Swades, for instance, shows the hero holding a FedEx packet while travelling in a train in India. Recently, Saridon made its appearances in Parineeta, set in the 1960s. The film more than once shows and makes a reference to the Saridon brand. The recent film Waqt also mentioned brands such as Archies, and a little earlier Hungama had Videocon and its showroom playing a major part in the love triangle comedy, seamless placement of brands like Volvo and Mahindra in Bollywood megahit '3 Idiots', Swiss made watch Rolex in "All the Best". And Hritik Roshan starrer "Krishh" had explored the in-film branding in a big way and used brands like Bournvita, Tide, Lays chips, Lifebuoy, HP Power, Acron Rangeela, Hansaplast, John Players, Pantaloon Retail, Samsung, Hero Honda, Boro Plus, Singapore Tourism Board

Whether it is Coca-Cola in the film Taal or Cadbury in Parineeta, in-film branding and communication seems to have arrived in a big way on the Indian marketing scene.

I have studied the trends and would like to point out certain indications of what works effectively and what doesn't. I would like to recommend Few elements of strategy for in-film branding and communication are as follows:

1. The brand should be integrated in the script of the film, whether part of the entire theme or a particular situation. This means there is a natural flow, leading to the brand communication getting easily accepted. In the film Jerry Maguire, the theme and script gave a natural flow for Reebok to be highlighted and it came across well. Thus, I would recommend that if the brand is integrated within the script it would have greater effectiveness.

2. While brand communication can be brought in to a film, it should be used in a selective and judicious manner and there should not be an overdose of the brand and its communication; otherwise, it would become boring, moving to a point of ridicule and seem forced. It should be used like a pinch of salt and not a fist full of it.

3. Under no circumstance should the relevance of the brand be compromised. In fact, if it is a beverage, it should be used in the context of people drinking or serving it, and not as being chucked or thrown. Relevance of the brand to its product and service category to the characters and to the script definitely increases effectiveness.

4. While dividing the choice of film for finalising in-film branding, one should check the track record of the film producer and the director as well as the story line, and choose films which have a greater probability of being a hit rather than being a flop. If the brand is associated with a hit film it increases its reputation and image and, of course, its effectiveness. On the other hand, a flop film makes even a good brand look bad.

5. One should try to be sensitive to the feelings and attitudes of filmgoers and viewers, so that a wrong nuance or a wrong context should not adversely effect the fortunes of the brand. The recommendation is always to have a disaster check.

Finally, ensure that absolutely nothing is done to reduce the credibility of the brand under the pretext of creativity or entertainment. In fact, the credibility of the brand should be enhanced after in-film branding, so that the audience gets the brand's core values reinforced and the trust and faith in the brand reaffirmed.

In-film branding is a great way of enhancing the image of the brand, and the strategies discussed here could go a long way to increase the effectiveness of this weapon.