Presented by: Viral Patel Trupal Vagadiya Ravi Thakarar washiur Rehaman Harsh Trivedi

Usage of Advertising

 According to the FICCI -KPMG Report (2011), India has

almost 138 million TV households and cable.

600 million viewers

Thus, TV advertisement has become the easiest

medium to reach
All age, gender Geographical location

Other demographics

Total cost=making + Advertising

Generally, the cost of making a commercial should be

around 10-20% of the total cost of advertising

In-Film Advertisement

Mr.Roy View
Kaushik Roy , presedent of Reliance Infocomm was

against using and overdoing of brands in films. "People don't want to watch a commercial in a film. The day that happens, viewers will stop trusting films for their entertainment value. The association has to be subtle, that's the key." Reliance Infocomm has so far been associated with hit movies like Koi Mil Gaya, Kal Ho Na Ho, LOC, Munnabhai MBBS and Khakee .

Comment of Vikram Sakhuja

Problem is not associated with film & Brand
It is about when and how to place the brand and

what price Not more than Rs 10 crore of business is done with brand association with films each year.

CEO of maxus (IIM Calcutta) Pre: mindshare, star TV, coca cola

History
Hollywood earned $ 450 billion through In-film Ad. Mumbais film industry 800 film in year 30 film manage to associate with any brand. 1st in film advertise is in 1970 Production of raj kapoor Film name bobby Launched Rajdhoot DTS motor bike from ESCORTS

Some Example
"Fashion" has got an 'A' certificate that may limit his

audience size, Director-producer Madhur Bhandarkar has some reason to smile - of the Rs.220 million investment in the movie, it has already earned as much as Rs.85 million (Rs.8.5 crores) from in-film advertisement alone.

Comparison of the stars

Hrithik Roshan
Super hero Macho man Energetic

Priyanka Chopra
Beautiful Youthful

= Targeted at children and adults alike!

= Targeted at the youth.

Brands associated with Krrish

The list of brands piggyback riding on "Krrish" included:

Bournvita Tide Lays chips Lifebuoy HP Power Acron Rangeela Hansaplast John Players Pantaloon Retail Samsung Hero Honda Boro Plus Singapore Tourism Board

Approach:
Krrish is a story of a superhero targeted at kids so it

easy to have a children's beverage drink like Bournvita to be in it.

If it has someone as youthful as Priyanka then it

becomes easy to put Lays.

Bournvita story..
Kid 'Krrish' can run faster than a horse! Is it

because of his daily dose of BOURNVITA that his granny Rekha feeds him with?
The gullible villager believed that all this power was

coming from Bournvita. "Bournvita nahi khaoge, to mere jaise shaktishaali kaise banoge"

BournVita: This jar had a mind of its own as it wandered around the house placing itself in the center of the screen.

Tide ki safedi..
While the villagers at the foothills were washing their

clothes with brickbats, half way up the Himalayas Rekha was using Tide detergent powder.

Tide Detergent: The bright orange box was prominently displayed on the shelf. When Rekha was pouring detergent into the washer, I thought sure she was going to directly address the camera and give a testimonial on how clean and bright her saris turn out.

Lays
Feeling hungry? LAYS chips hai naa!

Whether it is sitting idle to watching TV or just fooling

around,
LAYS hai har pal ka saathi!(the tagline at the time of

screening the movie)

Lays Potato Chips: There is one scene where Pryianka is laying on a bed wearing a short silky dress. The camera slowly pans up her backside from toes to head. Next frame shes stuffing potato chips into her mouth with the Lays bag displayed front and center. She was also pounding em down while sitting in her car and in a scene at the apartment.

 While the film went on to garner Rs 170 crore at the

box office (cost of production was Rs 137 crore), its income through other sources amounted to Rs 18 crore.

Chennai Express
The film has been released across 3,700 screens in

India and nearly 750 abroad. 18 brand associations across categories Rs 30-40 crore from these tie-ups. Khan goes on to extol the features and price of a Nokia smartphone in detail.
Yeh Jawaani Hai Deewani also features many

Lumia phones including 900.

 Transporter-3

IPL 6 Title sponsor

IPL 6 Official Partners

IPL 6 Umpire Sponsor

IPL 6 Official Broadcaster

 IPL is not only cricket but both cricket and

Entertainment. IPL is a great platform to give advertise so Lots of advertiser expected to advertise in it. Ipl cricket is around the corner and lots of advertising for the same is being done. IPL gives the best opportunity to place brand logos. Approximately 140 to 180 brands directly/ indirectly sponsored advertised on & support the IPL 6. Sponsors in IPL 6:- Pepsi, Vodafone, Tata docomo, Havells, Cadbury, Kingfisher, Godhrej, Samsung, Panasonic, Karbon, Coca Cola.

The 11 brands that spent about INR 4-6Lacs for 10 second ad spots on TV throughout the tournament!

 IPL 6 the ad rates are at 4 to 6 lakh per 10 second for the

Advertisement Rate

sponsors. IPL 6 advertisement rate rise for last four matches Rs.15 lakh for 10 second. Price is listed in below. IPL 1 : Rs.5-6 lakh IPL 2 : Rs.7-8 lakh IPL 3 : Rs. 8-9 lakh IPL 4 : Rs.12 lakh IPL 5 : RS. 10 lakh The ad rate is increases because increase in audience reach in 2013 tournament 168 million viewers compared with 163 million viewers for the 2012 tournament. During the fourth week of tournament IPL had a score of 3.6 TVR compared with 2 for star plus, 1.7 for ZEE TV and 1.6 for colors.

Strategic time outs in IPL

Strategic time outs is specially for the advertisement. The Mid innings strategic time out for 2 minutes and 30

seconds means 150 seconds break. Strategic time out is not a cricketing strategy but it is marketing strategy. Many companies have given their advertise in the strategic time out because of it is a perfect time for advertising. While bowling side can ask for this break between 6th and 8th over and batting side can option for time out between 11th and 16th over.

Bases of Segment
Geographic segment:

This game is seen by whole nation. Ipl cricket is very famous in India and other countries. Demographic segment: Every age group of audience watches the ipl match. Benefit segment: In India many people want to watch ipl cricket. The weekdays matches are scheduled from 8 p.m so that maximum viewers can view the full match and it makes the sponsors happy because it increases the T.R.P.

Costing Of Advertisement
The regular advertisers on TV such as HUL or P&G

pay Rs. 75,000-80,000 on primetime for a general entertainment channel, while an occasional or seasonal advertisers shell out almost around Rs.1.2 Lakh for the same spot. Big Boss: Ad Rates Rs. 3 crore per 10 second, Title Sponsorship 35-40crores KBC: Ad Rates Rs. 3.75 crore per 10 second, Title Sponsorship 20-25crores.

Cont..
According to a KPMG Report, in 2010 advertisers have

spent more than Rs. 10,300 crore on television media and are expected to grow at a compounded rate of 16% up to Rs. 21,400 crore. STAR has already increased its ad rates by 20% and other major TV broadcasters like Zee and Color are looking forward to a raise in ad rates by 10-20%.(Report of 2012)

some of the top Indian TV channels demand up to Rs.

3.5 lakh for a 10 second spot during primetime. When calculated, it comes to roughly Rs. 2 per 1000 viewers which is extremely cheap.

Top 10 Advertisers

%Share in 2010 Hindustan Unilever Ltd. 8 Reckitt Benckiser (India Ltd.) 3 Cadburys India Ltd. 2 ITC Ltd. 2 Coca Cola India Ltd. 2 Proctor & Gamble 2 Colgate Palmolive 1 Ponds 1 Smithkline Beecham 1 Loreal 1

Sectors Advertisement Most o TV

Roti reminder campain of lifebuoy

As the worlds leading health soap, Lifebuoy aims to

make a difference by creating accessible hygiene products (soap) and promoting healthy hygiene habits. With this in mind, Lifebuoy aims to change the handwashing behaviour of a billion people, by 2015. The brand introduced a unique activation to spread the message on handwashing further at the Maha Kumbh Mela this year.

Idea & its impact

Lifebuoy is using a new method to remind people to

wash their hands before having food the food itself! The roti is a staple item served with every Indian meal. And the only way to eat it? With your hands Lifebuoy decided to create a special heat stamp with the message, Did you wash your hands with Lifebuoy?

 The approximate

number of fresh rotis that the promoters are targeting to stamp is 2.5 million rotis through the tenure of Khumbh Mela.

Heat stamp

 This activation is for one month and has started from

February 1, 2013. The activation will be happening at hotels and dhabas across the Kumbh area during the mela. There will also be hand washing messages on the hotel/dhaba menu and sign board. Lifebuoy will also be providing free soaps so that patrons have the opportunity to protect themselves from germs and enjoy an infection free Kumbh Mela.

Lifebuoys Social Mission

The Lifebuoy social mission is to bring safety, security

and health to people through the active promotion of handwashing with soap. This ad communicate this message to a large, predominantly small-town and rural population,"

Base on segment
Geographic segment state Demographic segment
Psychographic segment Behavioral segment usage

Product Placement in Movies and serials

The advantage of showing brands in their natural

environment provide motivation for product placements and the availability of a captive audience are more than traditional advertisements.
Brand placements are frequently used in Hollywood

films but it entered late into Indian films.

In India product placement in movies and serials were

started in early 2000s.

How it works
Marketer pays to the agency that decides and places

specific brands strategically in films/TV shows. It is the job of the agency to maintain tie ups with props suppliers/vendors and with set designers. Suppliers get in touch with the production houses, which also look for props and some extra money as revenue. Subsequently the script is reviewed and necessary changes are made to place the brand appropriately to look like a natural phenomenon in the story.

PRODUCT PLACEMENT STRATEGIES

1. Implicit Product placement:
It plays only a passive and contextual role in serials.

Use of lenovo laptops in KBC

2. Integrated explicit Product Placement:

The attributes and benefits of the product are

clearly demonstrated and it plays an active role. A Pizza Huts pizza is delivered in a scene where everybody is hungry.

3. Non integrated explicit Product Placement:

The product or the brand is not integrated in program or in movie.

For instance LG vision appears whenever a

the

decision is referred to third umpire in cricket.

Types of product placement

TYPE MOTIVE Corporate placement Generic Placement To improve company reputation. Ex Taj Hotels used for grand parties in movies, Lenovo used in game shows like KBC. To demonstrate the characteristics of a product without a particular brand name. Ex Sunglasses and Shades used in Men in Black. To present public or private institution. Showing a particular Bank (like AXIS BANK in KBC) or a particular restaurant in a particular movie To include facts, opinions or statements in a plot. Discussing a forthcoming movie like YAMLA PAGLA DIWANA in a television serial like TARAK MEHTA KA ULTA CHASMA is an Indirect promotion for the movie.

Service placement

Idea placement

Innovation placement

To introduce a new product. Ex Swift Car was introduced in the movie Bunty Aur Babli.

Product Placement in TV Shows

Product placement is not quite as widespread in TV land as

it is in the movies, but it is a rapidly growing industry

More commonly referred to as product integration in this

medium
Competes with traditional form of TV advertising called

30-second ad spot
However, now there is a combination of both variants that

are used to promote products

Some examples of Product Placement:

Vodafone in Bigg Boss 4.

 Hero honda Karizma in Roadies.

 Axis Bank in KBC.

 Coca Cola in American Idol.