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Levi's India goes for in-film advertising with 'Main Hoon Na'

06-April-2004
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Levi's India goes for in-film advertising with 'Main Hoon Na'

It's time for Levi Strauss & Co, India to jump on the bandwagon of in-film advertising. The casual-wear major promotes its maiden venture in this field with the movie 'Main Hoon Na'.

Says Levi Strauss India Pvt Ltd Director - Marketing, Shumone Jaya Chatterjee: "Indians are greatly influenced by Hindi cinema and movies play a great role in setting fashion trends in this country. Given this fact, we wanted to experiment the in-film placement route."

Asked how the product has been placed in the film, he explains, "In-film placement for Levi's has been quiet passive and gels very well with the entire flow of the film. The purpose was to make Shah Rukh and Zayed look cool in the Levi's merchandise."

While sharing the product placement script, Chatterjee says, in major part of the film, Zayed Khan is seen sporting Levi's jeans while Shah Rukh Khan is spotted clad in the Type 1 jacket in two song sequences.

Levi's India has been involved in innovative advertising earlier. "We had made a music video with Sony towards setting a trend for camouflage garments in 2001. It had worked extremely well in setting the trend among trendsetters," elucidates Chatterjee. Though Levi's India is part of the in-film advertising, it is not participating in the movie promotions and merchandising.

Decline in the effectiveness of conventional advertising has led to the rise in product placement in films. It also is an excellent way to recover money for the filmmakers. For example, 38% of the production budget was recovered through advertising in the US in 2002.

Many international brands are now using movies to reinforce the intrinsic values of their brands for the lasting impression that a movie can leave on its audiences' mind.

In-film advertising, in its most effective form, is about a brand being a part of the film's content. A 1 billion dollar market in the US, in-film advertising is still in the early stages in India with 25-30 movies and 30-35 products being advertised in a year.

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