FILMS/TV PROGRAMMES, BRANDS, CO MARKETING TIE UPS

Presented By: Rajeev Yadav Mehrunnisa Khan Santosh Pal Pankaj Shukla Pritesh Narkar

content
Introduction Product placement Forms of Product Placement Advantages Disadvantages Factors affecting effectiveness of PPL Analysis of Zindagi Na Milegi Dobara. Conclusion

INTRoDUCTION
NEED FOR INNOVATIVE WAYS OF ADVERTISING
SENSORY ADDAPTATION TO TRADITIONAL MEDIA PLATFORMS Ads have become so pervasive, they are almost like wallpaper. People tend to block them out. COST The ever-increasing cost of broadcast advertising.
TECHNOLOGY TiVo (service) and DVR , zipping and zapping. one of the most desirable demographics (18-34 year old males) are moving away from television all together, 90% of viewers surveyed said they skipped all or most of the commercials.

INTRODUCTION(contd)
CO-MARKETING TIE- UPS

A tie up between a Film/TV Programmes and a Brand where both bring in their respective assets and try to make 2+2 =5.
A movie brings in its imagery and star power and the brand brings in its reach and distribution to help promote each other. Takes place in the form of Product Placement. Synergies their efforts .

PRODUCT PLACEMENT
Balasubramanian (1994) referred to product placement as a paid product message aimed at influencing movie (or television) audiences via the planned and unobtrusive entry of a branded product into a movie (or a television programme) . Alternative method of reaching the hearts, minds and pocketbooks of the viewers. Product placement is a promotional tactic used by marketers in which a real commercial product is used in fictional or non-fictional media, and the presence

PRODUCT PLACEMENT(CONTD)
The Product
(Placed product or brand)

Consumers attitude toward placed product

The placement can be as small as a coca-cola bottle or as big as a cruise ship or an NFL team (National Football League

Valence of characters attitude toward product

Strength of characters association with product

The Consumer

The Character

Product placement proponents say that audiences with an affinity toward certain characters may be more apt to purchase products that these characters use in movies and on TV.

BACKGROUND
Began in the early 1940s with Chalti Ka Naam GAadi with the Brand Mobile Brake Fluid Gained momentum in late 1980s with the introduction of Rajdoot bikes in Bobby. Currently India is among world the leaders in product Placement.

Example of Product Placement

PAHELI AND TANISHQ
Media Solution and Execution:
Special Line of Tanishq jewellery using the look of the film Joint Promotion (sponsored TVC) of Tanishq and Paheli Point of Sales Promotions Events and Programs

Analysis and Results

Dipstick survey 13% increase in purchase intent, 10% increase in favorability of brand

All created pieces were sold out, some designs part of Tanishqs regular repertoire Total avg. min revenue of Rs. 1.42 Cr. was generated (source: Company

Officials from Tanishq)

MORE EXAMPLES.
MOVIES BODYGUARD BRANDS AUDI,SONY VIVO,BLACKBERRY

AISHA
KOI ML GAYA TAAL

LOREAL,DIOR,VOLKSWAGON
BOURNVITA COCO COLA,NMW,SCREEN MAGZINE TIMES OF INDIA GROUP,LAYS TATA TEA,ICICI BANK,FORD IKON TANISHQ JEWELLARY COCO COLA,PASS-PASS MOTOROLA

CHALTE CHALTE HYUNDAI SANTRO,CASTRO;

HUM TUM BAGHBAN PAHELI YAADEIN DON

Product Placement on TV
Can be more effective than films. Audiences on T.V. can relate to characters in terms of familiarity and identification. Deep involvement of viewers in storylines results into development of an intense and persistent loyalty to the programme and its characters. Reality shows like Bigg Boss, Indian Idol, Americas got talent and KBC are a few wherein product placement is used aggressively. Usually they have branded coffee mugs and/or laptops ,as a part of their product placement campaign. E.g.Vodafone, Garnier, Lenovo,ICICI Bank Kotak Mahindra Bank ,Kitkat,Cadbury etc.

Product Placement Strategies/FORMS

Implicit Product Placement Integrated Explicit Product Placement Non-Integrated Explicit Product Placement

NATURE OF PRODUCT PLACEMENT

Implicit PPL: An implicit
PPL is one where the brand, the firm or the product is present within the program without being formally mentioned. It plays a passive, contextual role. The logo, the brand name, or the name of the firm appear without a clear demonstration of product benefits.

NATURE OF PRODUCT PLACEMENT

Integrated Explicit PPL: a PPL is explicit whenever the brand or the firm is formally mentioned within the program; it plays an active role. In this type of PPL the attributes and benefits of the product are clearly demonstrated.

NATURE OF PRODUCT PLACEMENT

Non Integrated explicit PPL: is one where the brand or the firm is formally expressed but is not integrated within the contents of the program. The sponsor name may be presented at the beginning, middle or end of the program, or it may be part of the program title.

E.g.Ministry of Tourism(Rajneeti).

MOVIES WITH RESPECTIVE PPL

MOVIE DDLJ (1995); clip length 2.05 min Phir Bhi Dil Hai Hindustani (2000); clip length 1.37 min PRODUCT/BRAND Strohs beer TYPE OF PPL Integrated explicit Integrated implicit (not mentioned verbally) SITUATION Central character is desperately seeking the product, comic situation Star uses the product showcasing the maneuverability and speed

HYUNDAI Santro

Taal (1998); clip length 1.23 min

Rajneeti (2010); entire movie

Coca Cola

Integrated implicit
Non integrated explicit

Main stars share it, its shown to be picked from tray of different soft drinks
Thanking govt. of MP and Noor-us-Sabah Palace hotel, Jahan Numa Hotel, Oriental College Bhopal

MP Tourism

Advantages
New potential Customers Increased Sales Mutually beneficial relationships. Exposure Frequency Source association Recall Bypassing regulation Targeting Celebrity halo effect

Disadvantages
Easy to advertise ethically charged products(guns, cigarettes and alcohol). Huge marketing risk. Risk for producers and studios Time of exposure Limited appeal Lack of control Public reaction Competition Negative placement High absolute cost Clutter Directly affected by the films success or lack of success. Difficult to evaluate the effectiveness of tie ups.

Factors-Measuring the effectiveness

Success of Films/TV programmes. Gender. Awareness and familiarity about brand. Frequency of viewing Movie. Frequency of repetition of brand Form of brand placement. Category of Brands & Products Timing/duration of Brand Placement.

AN ANALYSIS of

ZNMD PROMOTIONS
Mountain Dew Aquafina Land Rover Royal Enfield SOTC OPIUM Eyewear Gillette Aircel PVR Cinemas Spain tourism

ZNMD & MOUNTAIN DEW

Adventure sports is an integral part of the movie. Adventure partner USP of Mountain Dew used in the movie: Darr Ke Agey Jeet Hai!

ZNMD &LAND ROVER/ROYALENFIELD

Story: Road trip that changes their life forever.

The vehicle is also being used to promote the movie in an innovative way by driving from Mumbai to Delhi.

They did a public concert in Gurgaon & stopped at various cities to promote the movie.

ZNMD & ING LIFE INSURANCE

The companys latest TV Commercial communicates a key brand benefit Manao Zindagi Ki Har Khushi, ING Life Insurance ke bharosey ke saath by using happy fun-filled moments from the film. The company has also launched a 360 Degree Marketing Campaign to support the association across the country that comprises of hoardings, in cinema promotions, special screenings for its agents and employees, events targeting housing complexes and on internet.

ZNMD & OPIUM EYEWEAR

Opium eyewear launched its limited edition ZNMD eclectic eyewear collection. Opium sunglasses are all about giving in to the addiction.
The characters in Zindagi Na Milegi Dobara, empowers you when worn: your identity, attitude and lifestyle. It enabled in promoting the movie as well as marketing of Opium. The limited edition was released in affordable prices to meet the masses.

ZNMD & GILLETTE

Gillette, the leader in Mens Care Category has established a brilliant association with Zindagi Na Milegi Dobara.
Male brand association centric movie of the year. with male

Associating Gillette with the movie by using various mediums: TV, On Screen, Online (digital) & Meet n Greet with the stars.

ZNMD & AIRCEL

Excel Entertainment tied up with Aircel to make the promos of the film available on mobile and internet.
The trailer got over 55 million views within 48 hours of its release. Two more promos released on 27 May, including the promo of the song Ik Junoon, followed by the promo of Senorita. The next week saw the release of the promos of Khaabon Kay Parinday and Dil Dhadakne Do.

ZNMD & SOTC

SOTC, an outbound travel brand of Kuoni, is marketing a 7 day Spain package using ZNMD to promote the La Tomatina festival.

ZNMD &I NEED SPAIN

I need Spain is the new slogan by which the Spanish Tourist Board . ZNMD has boosted Spain tourism, just like DDLJ boosted Switzerland tourism. Some criticized ZNMD as a 3 hour advertisement by Spain tourism.

CONCLUSION
Innovative way of attracting consumers attention through Films/TV Programmes. Provides opportunity to do more experiment to producers and advertisers as well. Needs for regulation on ethically charged products. Effectiveness still not 100% ascertained.

Thank You