Product Placement

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Effectiveness of Product Placement in Hindi Movies
Introduction:
Product placement refers to the practice of including a brand name, product, package, signage or other trademark merchandise within a motion picture, television or other media vehicles for increasing the memorability of the brand and for instant recognition at the point of purchase. Product placements are commercial insertions within a particular media program intended to heighten the visibility of a brand, type of product or service. The common practice has been that advertising has been inserted within breaks, 30 seconds or 10 seconds commercial, but with increasing number of channels and media clutter, the target audience is not properly exposed to the message. The tendency of the audience is to change the channel whenever an advertisement appears. But by subtle placement of products in the settings of the Movie or a TV serial, the promotional message can be effectively put across the target audience These insertions are not meant to be commercial break ups rather an integral part of the medium so that the visibility of the brand increases. Attempts are made for the viewer to read the product or the brand as a quality of the characters using and approving it. Scripts are tailor made for the desired brand so that when they are incorporated they look natural. It is done through special mention in the programs, placement of logo or may be a shot of that particular brand. Movies have been used as the most popular platform for product placement. Showman Subhash Ghai’s Yaadein showcased brands like Pass-pass and coca-cola. But recall the Rishi Kapoor starrer Karz by the filmmaker, which had an entire song sequence with the Emami banner at the backdrop. Similarly time and again we have witnessed so many brands like ICICI, Yamaha, Pepsi, Lays in movies Aakhein, Baghban, Dhoom, Khushi and Krissh respectively.

Product placements are different than the celebrity endorsement advertisements

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