Covert Advertising

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De Dana Dan, Wake Up Sid, Dhoom, Phir Hera Pheri and Matrix are some excellent examples of movies with covert advertising. Brands such as Coca Cola, ICICI Bank, Domino’s, Nokia, Aston Martin and Suzuki have placed themselves in these movies. Nowadays, these tactics are common in most of the films. Some very well managed product placements appear to be quiet natural, if not logical. But some seem to be badly inspired by a commercial spin-off, with all the negative consequences it may generate on the audience. Take for instance, the Hollywood flick, ‘What Women Wants’. This Mel Gibson starrer has a Nike commercial as a part of the script. It gets with the script so well that you don’t realize you’re watching a commercial camouflaged in the screenplay. Now the Bollywood flick, the girls beating the boys fighting sequence in ‘Chak De’ has been referred to as the McDonald’s fight scene merely because it takes place in one of the outlets. Again there is no mention of McDonald’s in the entire film as it has been seamlessly embedded.

Table of Contents

Objectives of the study5
Some Latest Indian Examples6
Advantages of Covert Advertising9
Failure in Covert Advertising10
Covert Advertising in Video games11
Connection between Brands and Films12
Six elements of strategy for in-film branding and communication13 Covert Advertising is different from Celebrity Endorsement14 PRODUCT PLACEMENT : A TECHNIQUE OF ‘COVERT ADVERTISING’14 Types of Product Placement15


Over the years Advertising has emerged as a key component of integrated Marketing communication. Moreover, it has adjusted with the changing economic environment and consumer behavior. The clutter in the product market and media has made the task challenging for marketers to reach their consumers. Thus both the...
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