Top Story

Home >> Media-TV >> Article

In-film placements: After colas and cars, it's news channels now

02-February-2004
Font Size   16
In-film placements: After colas and cars, it's news channels now

What’s common between the two recently released Hindi flims - Khakee and Ek Hasina Thi? Besides the fact that the two movies have fared well at the box office, Hindi news channels, Aaj Tak and Star News have been prominently promoted in the films.

So it is not just cars, cell phones and other consumer products that are getting into in-film placements, but news channels are also finding the big screen a good option to gain brand visibility.

Mr G. Krishnan, CEO, TV Today, said, "The producers of Khakee were looking for credibility of news in the film and found Aaj Tak the ideal choice. Hence our channel was used extensively in the film, enhancing our visibility." A Star India spokesperson added that the producers of Ek Hasina Thi had approached the channel for a brand association but unlike other commercial deals there was really no payment involved. "It was a free brand-building exercise," he said.

Other news channels are also excited about the option of doing in-film placements. Mr Raj Nayak, Chief Executive, NDTV Media, said, "We at NDTV get a lot of requests from producers to be associated with us. Firstly, we would not pay to be part of a film and secondly, we want to be absolutely sure that the story of the film, its creative treatment and the reputation of the film-maker is in line with NDTV's brand values before we lend our name."

According to industry analysts, there could be benefits of in-film and in-programme advertising, provided it is done subtly and is woven well with the script. Of late, the number of in-film placements have gone up with Café Coffee Day tying up with Khakee, Tata Tea, ICICI and Ford were present in the Amitabh Bachchan-Hema Malini starrer, Baghban and Yahoo was associated with Rajshri Productions' Main Prem Ki Dewaani Hoon, among several others.

"The benchmark in the film industry nowadays is to recover about 15 per cent of the product cost from in-film placements. However, the deals with the news channels could be cashless with the film being promoted extensively on the television channel," said Mr Atul Phadnis, Director, S-Group, TAM India.

The competition in the Rs 350-crore television news channels is hotting up with the launch of specialist news channels such as a Hindi business news channel or regional language news channels. Hence, there is pressure on creating distinct brand identities and differentiating channels from each other, he added.

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Bharti-Airtel issued a statement claiming the apex court dismissed Jio’s petition granting Airtel a partial reprieve over its IPL advertising campaign

Hareesh Tibrewala explains how Block Chain technology can help monetize your digital footprint, as per your own rules, instead of a 3rd party doing it

Kavinder Singh talks about the brand’s advertising and marketing strategy and tells us how it has has played an integral role in the rise in its standalone net profit to Rs 38.55 crore