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Films Emerge As A New Platfrom For Brand Endorsement
By Enkayaar, Bollywood Trade News Network
It had started with TAAL and incidentally Aishwarya Rai was the main character of that film, and it is now being reemphasized with GURU where Aishwarya has gain played the main role. It is the usage of film as a medium of advertisement platform, or the fact that the films have emerged as a new medium for advertisement.
In TAAL it was COKE which was built as a brand inside the movie, while in GURU it is the HERO cycle which is being gelled as the narrative and Aishwarya has been portrayed as if she was able to elope from her home, as she was riding the Hero cycle.
Besides, whenever, a new movie has been released, a brand of a diamond company would be seen releasing the advertisement in the mainstream media that the heroine has worn the diamonds of a particular brand of company. And at times, it so happens that the heroine may not have endorsed the brand, but she is portrayed as having done so, as happened in the case of Vidya Balan. She is miffed that her advertisement has been released as being associated with a particular brand of Diamond Company, post-EKLAVYA but that is not the reality.
What is it that sort of eggs on the media professionals of the advertisement fraternity to push their brand through the films. First and foremost reason seems to be that there would not be a switching of the channel so that the product registration in the mind of the viewer would be far greater than compared to it appearing in any medium. Besides, the iconic status of the stars facilitates in delivering a very powerful message to the viewers.
Media e2e is a company which had undertaken a study of this kind by analyzing the brand through a matrix of fifty variables and among the main reference points through which the brands where studied included the relevance of the brand to the story line (as is the case with Hero cycle in GURU, or with Shah Rukh Khan in KABHI ALVIDA NA KEHNA where he endorsed COMPAQ, or a Hrithik in DHOOM-2 endorsing Coke), the prominence of brand in clear term visually etc. The study has pointed out to the fact that the quality of 10 second brand appearance had more than 1.52 times effectiveness when in appeared in a film than 30 seconds commercial.
No wonder the producers of the movies are laughing all the way to the bank while the consumer is being mesmerized into a brand loyalty through subtle endorsement by the stars. And this is precisely the reason why Percept Films has chosen a man from advertisement world, Preet K.S. Bedi to head its operations. The fine dividing line between advertisement and the movies is blurring and there seems to be a synergetic situation which is going to be win-win for one and all.