‘Zero’ makes it big in product placements for brand integration

From Dainik Jagran, Amity Global School, Imperial Hotel, Nykaa to Bombay Times, the movie has promoted several brands and they are hard to miss

e4m by Anjali Thakur
Updated: Jan 2, 2019 9:26 AM

Whether it’s a big budget film or the small budget flicks, brands are increasingly making a mark everywhere. They are riding on Bollywood’s popularity to reach out to their target audience. 

Anand L Rai’s recent directorial venture — ‘Zero’ starring Shahrukh Khan, Anushka Sharma and Katrina Kaif — couldn’t do really well at the Box Office but the one aspect which was hard to miss was the ‘in-your-face’ brand integration. 

The film revolves around the character of Bauua Singh (Shahrukh Khan), a vertically challenged man, who falls in love with two very different women (Anushka Sharma and Katrina Kaif). They broaden his horizon and help him find a purpose in life.  From Dainik Jagran to Amity Global School, Imperial Hotel, Nykaa to India TV, ‘Zero’ is strewn with product placements that are hard to miss. 

The first brand placement comes within the first 10 minutes of the film. Dainik Jagran has been placed  as the daily that publishes an article about Babita Kumari’s (Katrina Kaif) latest movie. That’s not it. Another brand integration which also doesn’t go unnoticed is for Shaadi.com. Bauua Singh is keen on getting married and Shaadi.com comes to his rescue. 

The brand integrations are obvious and the audience also identifies the references as product placements. In fact, one can notice the product placements for Shaadi.com and Amity Global School right in the trailer.

In some awkward brand integrations, Amity Global School’s placement seems out of place in the movie as it comes when Aafia (Anushka Sharma) is seen giving a talk about Mars. The song ‘Mere Naam Tu’ features Delhi’s Imperial Hotel and in one of the scenes, Khan is heard saying, “Aaj chand Imperial Hotel ki balcony mein aaya hai”. In another scene, Babita is seen using Nykaa’s products while reading Bombay Times.

The movie seems to have gone overboard in promoting brands. Apart from in-film branding, Zero also pulled all stops for digital promotions. It was the first Bollywood film to rope in Amazon’s Alexa, develop a Snapchat filter and even create a WhatsApp sticker pack.  

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