Picture PERFECT !
The primer on advertisement positioning strategies; as you would have never thought it to be! Read on...
In 
the 60s, there was one product that people loved discussing. It was a product whose story was as charming and heart warming as the tale of the “Ugly Duckling”. This was a product, which was discussed by office goers and college kids alike. It was a product that became a cult in America. It became as famous as the band with whom it shared its name. Yes, it was the Volkswagen car: Beetle. The advertisements that Doyle Dane Bernbach produced for Volkswagen in the 60s and 70s changed the face of advertising. They were so honest and simple and charming that they made a German car, which looked like an orthopedic boot, into America’s most loved car. The Bug, as it was popularly called, taught advertising men important lessons. It changed the rules. It changed the culture of advertising. Without a doubt, it was the most admired and influential campaign of early 1960s. The ad campaign proved one simple truth – “A picture is worth a thousand words”. In advertising language, we call it “importance of visuals”. The Beetle was advertised using simple visuals, with catchy slogans. The ads looked clean and uncluttered. The car entered the American market when America was in love with long – rather very long – cars. It was the year when Americans loved chrome, streamlining, annual model changes and horsepower. Here was a car that had none of these – no frills, no glamour. DDB, the ad agency, decided to be honest about it and put it in their ads. It worked! The honest ads made Volkswagen the “honest car”.
If Volkswagen happened to America in the 60s, then a similar thing happened to India at the same time. It was the summer of 1967 when a hoarding of a product went up in Bombay. It was a traffic-stopper, literally. Crowds gathered around it to read it. They loved it. It became the topic of conversation in every social circle. The girl featured in the hording had taken Indians by storm. She was the round eyed, chubby, cute, moppet of Amul butter. The ads, like the product, turned out to be utterly-butterly delicious. Sylvester da Cunha had created magic and shown what a simple picture was capable of doing.
Smart
visuals could also turn a Swedish medicine bottle of the 18th and 19th centuries into a craze. Today, it’s marketed in 126 countries and is the third largest brand of spirits in the world. And the name is “Absolut Vodka”. It’s famous world over because of its long running advertising campaign. The theme of the campaign has been the shape of the bottle. This campaign too showcases the importance of using visuals to capture the attention of the audience. Once again, it is simplicity that is the strongest selling point. Almost all the ads are a combination of two words and one image. These together sell you not just vodka, but also a lifestyle. Today, the ads are considered more as pieces of art to be framed and displayed.
Visuals form a very important part of an advertisement. Pictures have the power to communicate instantly. A good picture saves you the efforts of writing reams and reams of text. Images are very important in shaping our perception of things. No one uses the power of images better than politicians. It is said that the World War II images shown to the public were always heroic, and indirectly helped reinforce popular support for the war. Everyday, we are exposed to hundreds of images. A handful of them stay with us and help us form our perceptions of events, situations and things around us. Those are talented advertising men who use images to communicate an idea. The use of words is reduced to merely drive the point home with a final punch.
If you have the space, always use a photograph or an illustration in your advertisement. Pictures are hugely important to explain an idea. A research done by Bandler and Grinder, the founders of NLP, has shown that around two-thirds of human beings primarily understand the world around them through images. What it means is, if these people don’t see what you say, they will not believe you, however eloquent you may be. Pictures provide them the visual clues to comprehend the information. So whenever possible, use illustrations in your advertisements.
the 60s, there was one product that people loved discussing. It was a product whose story was as charming and heart warming as the tale of the “Ugly Duckling”. This was a product, which was discussed by office goers and college kids alike. It was a product that became a cult in America. It became as famous as the band with whom it shared its name. Yes, it was the Volkswagen car: Beetle. The advertisements that Doyle Dane Bernbach produced for Volkswagen in the 60s and 70s changed the face of advertising. They were so honest and simple and charming that they made a German car, which looked like an orthopedic boot, into America’s most loved car. The Bug, as it was popularly called, taught advertising men important lessons. It changed the rules. It changed the culture of advertising. Without a doubt, it was the most admired and influential campaign of early 1960s. The ad campaign proved one simple truth – “A picture is worth a thousand words”. In advertising language, we call it “importance of visuals”. The Beetle was advertised using simple visuals, with catchy slogans. The ads looked clean and uncluttered. The car entered the American market when America was in love with long – rather very long – cars. It was the year when Americans loved chrome, streamlining, annual model changes and horsepower. Here was a car that had none of these – no frills, no glamour. DDB, the ad agency, decided to be honest about it and put it in their ads. It worked! The honest ads made Volkswagen the “honest car”.If Volkswagen happened to America in the 60s, then a similar thing happened to India at the same time. It was the summer of 1967 when a hoarding of a product went up in Bombay. It was a traffic-stopper, literally. Crowds gathered around it to read it. They loved it. It became the topic of conversation in every social circle. The girl featured in the hording had taken Indians by storm. She was the round eyed, chubby, cute, moppet of Amul butter. The ads, like the product, turned out to be utterly-butterly delicious. Sylvester da Cunha had created magic and shown what a simple picture was capable of doing.
Smart
visuals could also turn a Swedish medicine bottle of the 18th and 19th centuries into a craze. Today, it’s marketed in 126 countries and is the third largest brand of spirits in the world. And the name is “Absolut Vodka”. It’s famous world over because of its long running advertising campaign. The theme of the campaign has been the shape of the bottle. This campaign too showcases the importance of using visuals to capture the attention of the audience. Once again, it is simplicity that is the strongest selling point. Almost all the ads are a combination of two words and one image. These together sell you not just vodka, but also a lifestyle. Today, the ads are considered more as pieces of art to be framed and displayed.Visuals form a very important part of an advertisement. Pictures have the power to communicate instantly. A good picture saves you the efforts of writing reams and reams of text. Images are very important in shaping our perception of things. No one uses the power of images better than politicians. It is said that the World War II images shown to the public were always heroic, and indirectly helped reinforce popular support for the war. Everyday, we are exposed to hundreds of images. A handful of them stay with us and help us form our perceptions of events, situations and things around us. Those are talented advertising men who use images to communicate an idea. The use of words is reduced to merely drive the point home with a final punch.
If you have the space, always use a photograph or an illustration in your advertisement. Pictures are hugely important to explain an idea. A research done by Bandler and Grinder, the founders of NLP, has shown that around two-thirds of human beings primarily understand the world around them through images. What it means is, if these people don’t see what you say, they will not believe you, however eloquent you may be. Pictures provide them the visual clues to comprehend the information. So whenever possible, use illustrations in your advertisements.
Simple rules that work
1. Have an idea
Yes,
it sounds so basic, but it is the most important aspect of making good illustrations. An illustration is not about great photographs. It’s about fitting photos into a winning idea. Once you have a theme, photos can be worked into it. So don’t start with a great photograph, but with a comprehensively great idea.
2. Make them curious
The photograph should make people stop. Remember, you have about 15 seconds to stop the reader from turning the page. So grab his attention in that time. Use a photograph, or an illustration, which makes him want to hold on for a second and gets him thinking. The advertisement for “Hathaway Shirts” did just that. While almost all advertisements of shirts used a handsome man to sell their brand, Hathaway used a man with an eye-patch! He was not exactly handsome, but he looked rich and arrogant. The question that crossed everyone’s mind was why did he have an eye-patch? That’s what gave a twist to the tale. It made you curious to stop and read. It added the “story appeal” to the picture.
3. Keep it simple
Do not clutter your advertisement. Use one strong idea to sell your product and do it as simply as possible. This way, the impact is much more and chances of people remembering the message are higher.
4. Show “before – and – after”
Research has proved time and time again that showing illustrations of “before using the product” and “after using the product” always work. They help build the confidence of the reader, for he sees the results for himself. So, whenever possible, show the benefits of using the product. It will always catch the attention of the audience. So many slimming centers and cosmetic surgeons have used them. The two ‘before’ & ‘after’ visuals are more powerful than lines of testimonials by satisfied customers, or lines of text describing the goodness of the product. They work. Use them!
5. The headline & illustration should work together
If you can do this, you can charm your audience. The illustration and the words should complement each other. There are advertisements where, if you read the headline separately, it means one thing; and if you see the illustration separately, it portrays something different. However, when they are combined, there is a third meaning that comes out. Those who can do this, understand the power of print advertising. You need to follow a simple rule: “Never say everything, never show everything.” If you show it, don’t say it; and if you say it, don’t show it. So when you put them both together, it’s explosive. All great campaigns have been cases of a perfect fit between headline and illustration.
Oliviero
Toscani believed in the power of the visual. He used four words and one photograph to promote his brand and give it an iconic status. The words were the same all through the campaign; the photograph however kept changing. Sometimes, he showed multi-colored dead leaves floating on the surface of an oil spill; and some other times, he showed ethnically varied faces. A black child sleeping among a pile of white teddy bears; a little black hand on a big white hand; all these pictures played with colours – sometimes just black and white, and sometimes more. And the words Oliver used? As you must have guessed – “United Colors of Benetton”. The words and the visuals together gave a different message, which said: all colors are equal, just as all men are. It is this clever use of pictures, which changed the context of the brand name. United Colors of Benetton didn’t just represent a line of clothing, it now stood for universal brotherhood, for solidarity, for peace. Suddenly it was a brand with a mission. This was more fun than just showing fashion photographs. This was new, it was simple, it was understood by all and it worked! Once again in the 80s, people talked and discussed Benetton ads. Once again the cash registers started ringing, as another brand was successfully launched by a creative ad campaign.
“Just do it”. On its own, this line could have different connotations; yet on a Nike ad, they take on a completely different meaning. On similar lines is their next ad, “Test your faith daily”. On its own, these words would mean different things to different people. In combination with the photograph, the interpretations change. These ads involve you and make you think. They are a perfect blend of text and visual.
1. Have an idea
Yes,
it sounds so basic, but it is the most important aspect of making good illustrations. An illustration is not about great photographs. It’s about fitting photos into a winning idea. Once you have a theme, photos can be worked into it. So don’t start with a great photograph, but with a comprehensively great idea.2. Make them curious
The photograph should make people stop. Remember, you have about 15 seconds to stop the reader from turning the page. So grab his attention in that time. Use a photograph, or an illustration, which makes him want to hold on for a second and gets him thinking. The advertisement for “Hathaway Shirts” did just that. While almost all advertisements of shirts used a handsome man to sell their brand, Hathaway used a man with an eye-patch! He was not exactly handsome, but he looked rich and arrogant. The question that crossed everyone’s mind was why did he have an eye-patch? That’s what gave a twist to the tale. It made you curious to stop and read. It added the “story appeal” to the picture.
3. Keep it simple
Do not clutter your advertisement. Use one strong idea to sell your product and do it as simply as possible. This way, the impact is much more and chances of people remembering the message are higher.
4. Show “before – and – after”
Research has proved time and time again that showing illustrations of “before using the product” and “after using the product” always work. They help build the confidence of the reader, for he sees the results for himself. So, whenever possible, show the benefits of using the product. It will always catch the attention of the audience. So many slimming centers and cosmetic surgeons have used them. The two ‘before’ & ‘after’ visuals are more powerful than lines of testimonials by satisfied customers, or lines of text describing the goodness of the product. They work. Use them!
5. The headline & illustration should work together
If you can do this, you can charm your audience. The illustration and the words should complement each other. There are advertisements where, if you read the headline separately, it means one thing; and if you see the illustration separately, it portrays something different. However, when they are combined, there is a third meaning that comes out. Those who can do this, understand the power of print advertising. You need to follow a simple rule: “Never say everything, never show everything.” If you show it, don’t say it; and if you say it, don’t show it. So when you put them both together, it’s explosive. All great campaigns have been cases of a perfect fit between headline and illustration.
Oliviero
Toscani believed in the power of the visual. He used four words and one photograph to promote his brand and give it an iconic status. The words were the same all through the campaign; the photograph however kept changing. Sometimes, he showed multi-colored dead leaves floating on the surface of an oil spill; and some other times, he showed ethnically varied faces. A black child sleeping among a pile of white teddy bears; a little black hand on a big white hand; all these pictures played with colours – sometimes just black and white, and sometimes more. And the words Oliver used? As you must have guessed – “United Colors of Benetton”. The words and the visuals together gave a different message, which said: all colors are equal, just as all men are. It is this clever use of pictures, which changed the context of the brand name. United Colors of Benetton didn’t just represent a line of clothing, it now stood for universal brotherhood, for solidarity, for peace. Suddenly it was a brand with a mission. This was more fun than just showing fashion photographs. This was new, it was simple, it was understood by all and it worked! Once again in the 80s, people talked and discussed Benetton ads. Once again the cash registers started ringing, as another brand was successfully launched by a creative ad campaign.“Just do it”. On its own, this line could have different connotations; yet on a Nike ad, they take on a completely different meaning. On similar lines is their next ad, “Test your faith daily”. On its own, these words would mean different things to different people. In combination with the photograph, the interpretations change. These ads involve you and make you think. They are a perfect blend of text and visual.
Wills
cigarettes used an intelligent punch line, which gave their campaign longevity. The “Made for each other” tag line combined perfectly with the visual of a couple perfectly matched for each other. It was the perfect marriage of picture and words. No wonder the campaign ran unchanged for so many years. The theme was always the same; all that changed was the photograph of the perfect couple. It kept pace with changing times. If you can strike this balance, you strike gold.
All these successful campaigns had one thing in common – that is, a great idea – which was capable of being expressed in so many different ways. No wonder the campaigns sustained for so long. As in the real world, so too in the advertising world, a perfect marriage is difficult to find. However, that is what is the secret of happiness and success. Try these methods, and you could be sporting a smile, which would be picture perfect!
cigarettes used an intelligent punch line, which gave their campaign longevity. The “Made for each other” tag line combined perfectly with the visual of a couple perfectly matched for each other. It was the perfect marriage of picture and words. No wonder the campaign ran unchanged for so many years. The theme was always the same; all that changed was the photograph of the perfect couple. It kept pace with changing times. If you can strike this balance, you strike gold.All these successful campaigns had one thing in common – that is, a great idea – which was capable of being expressed in so many different ways. No wonder the campaigns sustained for so long. As in the real world, so too in the advertising world, a perfect marriage is difficult to find. However, that is what is the secret of happiness and success. Try these methods, and you could be sporting a smile, which would be picture perfect!
Copyright © : Rajita Chaudhuri and Planman Media.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
“Martini –Shaken not stirred”
The mantra is quite clear; brands today are using in-film advertising of their brands to create sustainable competitive advantages...
It 
was very much a ladies’ drink all though the 60s, but when James Bond took a sip – things changed for the Martini. Reese’s Pieces was just a candy brand till E.T. dug his alien hand into a packet of the candy and gobbled it up. Enfield’s black-and-yellow Rajdoot GTS Bike would have been just a bike had not Raj Kapoor picked it and put it in his film Bobby. The bike catapulted into becoming a legend. People started entering the shops and asking for the “Bobby Bike”.
If these were not enough, consider this: The car company Audi especially created the Audi RSQ concept car for the movie I, ROBOT. The car was customised so that it could seamlessly fit into the movie. The car makers worked with the director of the movie and with the designers, till both sides were satisfied with the final outcome. Today, no sports film is complete without “Gatorade”. You may not be able to afford real players or real coaches, but a bottle of Gatorade can turn on the magic. So be it Coach Carter or Jerry Maguire, Gatorade is always there.
Now that’s how in-film advertising is changing the way we market our products and brands. It’s the new buzz word, and everybody is clamouring on to this bandwagon. Scripts are being made to fit in brands, and marketers are doling out lots of moolah to be able to star in these films. Coke gave Subhash Ghai Rs.1 crore so that Aishwarya and Akshay could share a bottle, in the movie Taal! In fact, if rumours are to be believed, then that particular scene was shot with both a Coke bottle and the Pepsi bottle. The highest bidder got to feature in the movie! Stroh’s Beer paid Rs.15 lakhs for a 15 second appearance in the film Dilwale Dulhania Le Jayenge. All Shah Rukh did was mention the brand name in one of the dialogues. Not bad. Tata Safari was ready to shell out Rs.10 million for the film Road. It was probably more than the budget of the film!
This amount is peanuts, compared to what Hollywood blockbusters earn through corporate sponsorship deals. Jurassic Park grossed around $250 million only through such sponsorship deals. In fact, in-film placement and brand association with movies is big business in Hollywood. It’s a $450 billion industry. Though a fledgling industry in Bollywood, yet in-film branding is slowly but surely growing. So if the movie You Have Got Mail made a cool $6 million from its corporate sponsor AOL, Taal and Yaadein of Subhash Ghai raked in Rs.2 crore and Rs.3.35 crore worth of corporate deals respectively. The revenues through corporate deals are so lucrative that even conservative film makers like Barjatiyas of Rajashri films, who made blockbusters like Maine Pyar Kiya, are looking around for such deals. Moreover, advertising agencies like Percept, Leo Burnett et al, have now organised separate divisions to look after in-film product placements.
If those were Rishi Kapoor and Dimple Kapadia who eloped on the Rajdoot bike and made it a craze in India in the 70s (and introduced us to in-film branding), then it was Katharine Hepburn in “The African Queen” who tossed loads of the product “Gordon’s Gin” overboard, back in the 50s and started this trend of in-film product placements in Hollywood!
But then, what is it really that is making marketers and producers alike to come together and strike deals.
1. In-film advertising breaks the clutter:
Today
the consumer is inundated with advertising. Be it television, radio, billboards, magazines, everywhere there are ads. People are so fed-up of watching countless number of ads on television that some television networks like ABC and FOX have started presenting shows without ads! In-film product placement helps in breaking this clutter and ensures that the viewer watches the product while watching the movie. The marketer is sure that unlike TV – where chances of the viewer taking a loo-break during the commercial break are high – a movie hall experience ensures the viewer appreciates the product fully engrossed.
In generic speak, TV commercials are today considered annoying, but not in-movie commercials. No wonder, in the movie What Woman Want, which had Mel Gibson starring as the lead, you had a Nike commercial woven into the script and shown in the movie. No one realized they were actually watching a commercial, camouflaged in the screenplay. The movie Evolution featured a brand of shampoo, which had a chemical that could destroy both dandruff and dinosaurs (yes, these things happen in movies still). It saved your hair, your planet and the company from losses. Talk of brand recall – what could be more effective than this!
was very much a ladies’ drink all though the 60s, but when James Bond took a sip – things changed for the Martini. Reese’s Pieces was just a candy brand till E.T. dug his alien hand into a packet of the candy and gobbled it up. Enfield’s black-and-yellow Rajdoot GTS Bike would have been just a bike had not Raj Kapoor picked it and put it in his film Bobby. The bike catapulted into becoming a legend. People started entering the shops and asking for the “Bobby Bike”.If these were not enough, consider this: The car company Audi especially created the Audi RSQ concept car for the movie I, ROBOT. The car was customised so that it could seamlessly fit into the movie. The car makers worked with the director of the movie and with the designers, till both sides were satisfied with the final outcome. Today, no sports film is complete without “Gatorade”. You may not be able to afford real players or real coaches, but a bottle of Gatorade can turn on the magic. So be it Coach Carter or Jerry Maguire, Gatorade is always there.
Now that’s how in-film advertising is changing the way we market our products and brands. It’s the new buzz word, and everybody is clamouring on to this bandwagon. Scripts are being made to fit in brands, and marketers are doling out lots of moolah to be able to star in these films. Coke gave Subhash Ghai Rs.1 crore so that Aishwarya and Akshay could share a bottle, in the movie Taal! In fact, if rumours are to be believed, then that particular scene was shot with both a Coke bottle and the Pepsi bottle. The highest bidder got to feature in the movie! Stroh’s Beer paid Rs.15 lakhs for a 15 second appearance in the film Dilwale Dulhania Le Jayenge. All Shah Rukh did was mention the brand name in one of the dialogues. Not bad. Tata Safari was ready to shell out Rs.10 million for the film Road. It was probably more than the budget of the film!
This amount is peanuts, compared to what Hollywood blockbusters earn through corporate sponsorship deals. Jurassic Park grossed around $250 million only through such sponsorship deals. In fact, in-film placement and brand association with movies is big business in Hollywood. It’s a $450 billion industry. Though a fledgling industry in Bollywood, yet in-film branding is slowly but surely growing. So if the movie You Have Got Mail made a cool $6 million from its corporate sponsor AOL, Taal and Yaadein of Subhash Ghai raked in Rs.2 crore and Rs.3.35 crore worth of corporate deals respectively. The revenues through corporate deals are so lucrative that even conservative film makers like Barjatiyas of Rajashri films, who made blockbusters like Maine Pyar Kiya, are looking around for such deals. Moreover, advertising agencies like Percept, Leo Burnett et al, have now organised separate divisions to look after in-film product placements.
If those were Rishi Kapoor and Dimple Kapadia who eloped on the Rajdoot bike and made it a craze in India in the 70s (and introduced us to in-film branding), then it was Katharine Hepburn in “The African Queen” who tossed loads of the product “Gordon’s Gin” overboard, back in the 50s and started this trend of in-film product placements in Hollywood!
But then, what is it really that is making marketers and producers alike to come together and strike deals.
1. In-film advertising breaks the clutter:
Today
the consumer is inundated with advertising. Be it television, radio, billboards, magazines, everywhere there are ads. People are so fed-up of watching countless number of ads on television that some television networks like ABC and FOX have started presenting shows without ads! In-film product placement helps in breaking this clutter and ensures that the viewer watches the product while watching the movie. The marketer is sure that unlike TV – where chances of the viewer taking a loo-break during the commercial break are high – a movie hall experience ensures the viewer appreciates the product fully engrossed.In generic speak, TV commercials are today considered annoying, but not in-movie commercials. No wonder, in the movie What Woman Want, which had Mel Gibson starring as the lead, you had a Nike commercial woven into the script and shown in the movie. No one realized they were actually watching a commercial, camouflaged in the screenplay. The movie Evolution featured a brand of shampoo, which had a chemical that could destroy both dandruff and dinosaurs (yes, these things happen in movies still). It saved your hair, your planet and the company from losses. Talk of brand recall – what could be more effective than this!
2. It increases market share :
When
Melissa Mathison was writing the script for the movie E.T. The Extra Terrestrial, with respect to a scene where the alien is supposed to eat candy, Melissa proposed M&M’s candy bar. The company refused the movie director’s offer, not realizing that it would eventually lose out on market share. One week after the movie premiered, the sale of Reese’s Pieces candies shown in the film increased by 40%. Every kid who saw the movie now wanted that candy!
It is of no surprise that every time a new James Bond movie is launched, BMW launches a new model. Just a month after one particular Bond movie (Goldeneye) was released, BMW received 9,000 orders for its two-seater car. No wonder, the company was ready to pay a premium to oust 007’s signature Aston Martin & use the BMW Z3 Roadster instead. FedEx saw an increase in its brand awareness in the international markets (Asia & Europe) after Cast Away was released. The movie, The Firm, featured a Jamaican, brewing a brand of beer known as Red Stripe. According to Business Week Online, the beer’s sales increased by more than 50% in the first month after the movie was released.
Dallas World Aquarium suddenly noticed an increase in the number of visitors to its penguin exhibit. They had never seen such excitement earlier. That’s when an intelligent presenter figured out the reason. He asked before the show, “Who saw the movie March of the Penguins?” As expected, a large number of hands went up. It was this Oscar nominated film, which had fuelled the demand for penguins! Films have tremendous power that can be exploited by marketers.
3. The advantage of Star Power:
You
can get celebrities from the film world to endorse your product at relatively very less cost. So while Minority Report showed Tom Cruise entering a GAP store, one could also see that he was wearing a Bulgari Watch. Just for a few lakhs, BSA SLR had Aamir Khan riding their cycle in the movie Jo Jeeta Wohi Sikandar. It didn’t cost marketers too much to make Amitabh Bachchan insist that his wife consume calcium Sandoz in the movie Viruddh.
When the film star also happens to be the brand ambassador of the product, it makes better sense to place your product in that film. So Hyundai Santro was a prominent feature in Shah Rukh’s home production Chalte Chalte. Pepsi was eager to feature in the movie Kabhi Khushi Kabhi Gum. Not only did the film have a line up of every marketable Bollywood star, but also had the credit of most of them having been Pepsi models. If Tom Hanks played a FedEx employee in Cast Away, then our Amitabh played an ICICI Bank employee in Baghban. ICICI was visible for 10 minutes in the film [No T.V. commercial could give it so much visibility!].
When the brand endorsers are seen using the endorsed product in the film, it makes the brand more convincing, apart from the added bonus of star power. To establish a foothold in the south, Tata Indicom willingly spent Rs.2 crore just to be associated with the recent Rajnikanth blockbuster, Chandramukhi.
When
Melissa Mathison was writing the script for the movie E.T. The Extra Terrestrial, with respect to a scene where the alien is supposed to eat candy, Melissa proposed M&M’s candy bar. The company refused the movie director’s offer, not realizing that it would eventually lose out on market share. One week after the movie premiered, the sale of Reese’s Pieces candies shown in the film increased by 40%. Every kid who saw the movie now wanted that candy!It is of no surprise that every time a new James Bond movie is launched, BMW launches a new model. Just a month after one particular Bond movie (Goldeneye) was released, BMW received 9,000 orders for its two-seater car. No wonder, the company was ready to pay a premium to oust 007’s signature Aston Martin & use the BMW Z3 Roadster instead. FedEx saw an increase in its brand awareness in the international markets (Asia & Europe) after Cast Away was released. The movie, The Firm, featured a Jamaican, brewing a brand of beer known as Red Stripe. According to Business Week Online, the beer’s sales increased by more than 50% in the first month after the movie was released.
Dallas World Aquarium suddenly noticed an increase in the number of visitors to its penguin exhibit. They had never seen such excitement earlier. That’s when an intelligent presenter figured out the reason. He asked before the show, “Who saw the movie March of the Penguins?” As expected, a large number of hands went up. It was this Oscar nominated film, which had fuelled the demand for penguins! Films have tremendous power that can be exploited by marketers.
3. The advantage of Star Power:
You
can get celebrities from the film world to endorse your product at relatively very less cost. So while Minority Report showed Tom Cruise entering a GAP store, one could also see that he was wearing a Bulgari Watch. Just for a few lakhs, BSA SLR had Aamir Khan riding their cycle in the movie Jo Jeeta Wohi Sikandar. It didn’t cost marketers too much to make Amitabh Bachchan insist that his wife consume calcium Sandoz in the movie Viruddh.When the film star also happens to be the brand ambassador of the product, it makes better sense to place your product in that film. So Hyundai Santro was a prominent feature in Shah Rukh’s home production Chalte Chalte. Pepsi was eager to feature in the movie Kabhi Khushi Kabhi Gum. Not only did the film have a line up of every marketable Bollywood star, but also had the credit of most of them having been Pepsi models. If Tom Hanks played a FedEx employee in Cast Away, then our Amitabh played an ICICI Bank employee in Baghban. ICICI was visible for 10 minutes in the film [No T.V. commercial could give it so much visibility!].
When the brand endorsers are seen using the endorsed product in the film, it makes the brand more convincing, apart from the added bonus of star power. To establish a foothold in the south, Tata Indicom willingly spent Rs.2 crore just to be associated with the recent Rajnikanth blockbuster, Chandramukhi.
4. Builds relationships:
Well
known brands don’t need to build awareness. They need to build a relationship with them. Cadbury Five Star (a very popular chocolate brand) decided to associate itself with the Tamil movie Choklet. It was a movie of the youth showing fun and masti and Five Star wanted to associated with that feeling. They even went to the extent of having a song in the movie titled, “Five Star, Five Star.”
The well established brand Strepsils, known for its innovative marketing strategies, did not waste the opportunity of associating itself with, Preity Zinta who plays a radio jockey with a lovely voice in Salaam Namaste. This association helped make the brand look younger & trendier.
5. It’s the multiplex culture:
Retail marketing is at its peak today. With 250 malls coming up, it’s estimated that some 1800 screens would soon be put up in these multiplexes. Undoubtedly, this would drive the consumer, especially the SEC A viewer, away from the television to these malls & halls. With this kind of a promise, it is no surprise that brands too are flocking in with their goodies into these cinema halls.
6. A good launch platform:
Bollywood
is the new ground for product launches today. Swift was launched in the movie Bunty Aur Babli. Titan launched its new range of jewellery in the movie Paheli. Not to be left behind, Rakesh Roshan has tied up with the jewellery brand D’damas. They will launch their jewellery (inspired by the film) in the film Krrish – a sequel of Koi Mil Gaya. The international brands like IKEA & Home Depot used the movie Humko Deewana Kar Gaye to launch their international range of furniture in India. This increase in curiosity level clearly helps brands to cash in on publicity generated quite regularly by such activities.
7. When you have no where to go:
Some companies don’t have many avenues left to advertise. For example, liquor companies are not allowed to advertise on TV. In-film product placement becomes a big opportunity for them. So Bagpiper was seen in the movie Dum, Zingaro Beer associated itself with Jism, while McDowell presented Stumped, Raveena Tandon’s home production. In fact, movies are great avenues for even cigarette companies to display their aura and brand personality. Philip Morris paid $350,000 to place Lark cigarettes in the James Bond film License to Kill, while Marlboro paid $42,500 to appear in Superman II. Such hidden advertising has great potential; though whether good or bad, is debatable.
Well
known brands don’t need to build awareness. They need to build a relationship with them. Cadbury Five Star (a very popular chocolate brand) decided to associate itself with the Tamil movie Choklet. It was a movie of the youth showing fun and masti and Five Star wanted to associated with that feeling. They even went to the extent of having a song in the movie titled, “Five Star, Five Star.”The well established brand Strepsils, known for its innovative marketing strategies, did not waste the opportunity of associating itself with, Preity Zinta who plays a radio jockey with a lovely voice in Salaam Namaste. This association helped make the brand look younger & trendier.
5. It’s the multiplex culture:
Retail marketing is at its peak today. With 250 malls coming up, it’s estimated that some 1800 screens would soon be put up in these multiplexes. Undoubtedly, this would drive the consumer, especially the SEC A viewer, away from the television to these malls & halls. With this kind of a promise, it is no surprise that brands too are flocking in with their goodies into these cinema halls.
6. A good launch platform:
Bollywood
is the new ground for product launches today. Swift was launched in the movie Bunty Aur Babli. Titan launched its new range of jewellery in the movie Paheli. Not to be left behind, Rakesh Roshan has tied up with the jewellery brand D’damas. They will launch their jewellery (inspired by the film) in the film Krrish – a sequel of Koi Mil Gaya. The international brands like IKEA & Home Depot used the movie Humko Deewana Kar Gaye to launch their international range of furniture in India. This increase in curiosity level clearly helps brands to cash in on publicity generated quite regularly by such activities.7. When you have no where to go:
Some companies don’t have many avenues left to advertise. For example, liquor companies are not allowed to advertise on TV. In-film product placement becomes a big opportunity for them. So Bagpiper was seen in the movie Dum, Zingaro Beer associated itself with Jism, while McDowell presented Stumped, Raveena Tandon’s home production. In fact, movies are great avenues for even cigarette companies to display their aura and brand personality. Philip Morris paid $350,000 to place Lark cigarettes in the James Bond film License to Kill, while Marlboro paid $42,500 to appear in Superman II. Such hidden advertising has great potential; though whether good or bad, is debatable.
8. Promos help the brand:
Today,
promos of many movies also carry the logos of popular brand names. So Rang de Basanti had the Provogue logo in its promos. Zinda had D’Damas in its promos & trailers. Paheli saw Shah Rukh and Rani wearing Tanishq jewellery in their promos. Mangal Pandey – The Rising had the logos of Titan watches in its promos.
A word of caution. Subtlety is the key here. The message should be well-woven into the script. The product should blend with the theme of the movie. FedEx blended well with the script and storyline of Cast Away. Thums Up gelled well with the macho image of the Kaante men. In fact, it was so well placed that it was recognized as the top 10 brand associations of 2003 by Advertising Age Magazine. Being outlandish and loud will not work. The ad should say less, to be non-obtrusive. If it looks like an ad, the audience will switch-off.
The medium is powerful, there is no doubt about that. In fact movies are such a craze that not just the originals, but even the spoofs work well. Gold Member, which is a spoof on the James Bond film, showed a car called Shaguar (a spoof on Jaguar). They raised $120 million more than the original Bond film. That’s how big this film industry is. Today, brands are popping up everywhere, much more than previously. Be it TV shows or movies, one would find them everywhere. The hugely popular American Idol show has judges sitting with big red cups of Coca-Cola. The host of the show mentions AT&T wireless each time the contestants finish a song. Ford too has its logo prominently displayed here. They all paid a few million dollars for that. Just to satisfy your curiosity, each of the three paid $26 million for one deal. It sure must be worth it.
Back home, when Jassi was turning over from an ugly duckling into a beautiful swan, companies made a beeline to be a part of the transformation. They knew a lot of girls across the country related to Jassi & they all wanted to grab the attention of this market. Be it TV or movies, the stakes are high, and so are the payoffs. It’s a thrilling ride. The canvas is large, the possibilities unlimited. Today, even movie names are getting branded. Consider these movies, Harley Davidson and the Marlboro Man, or The Demise of Swissair, or The Devil Wears Prada. If grapewine is to be believed, there is a new Tamil movie coming up named Three Roses. This name of Three Roses happens to be a brand of soap from the HLL stable.
The day is not far when brands of such corporations would become producers (of movies, that is). But till then, in-film branding seems to suit both the producer and the marketers. One gets decreased costs, while the other gets increased visibility. So put on your impressive thinking caps. Innovators will be the most successful here. Get ready to Bond with the best. Let’s drink to that – a martini... shaken, yet not stirred!
Today,
promos of many movies also carry the logos of popular brand names. So Rang de Basanti had the Provogue logo in its promos. Zinda had D’Damas in its promos & trailers. Paheli saw Shah Rukh and Rani wearing Tanishq jewellery in their promos. Mangal Pandey – The Rising had the logos of Titan watches in its promos.A word of caution. Subtlety is the key here. The message should be well-woven into the script. The product should blend with the theme of the movie. FedEx blended well with the script and storyline of Cast Away. Thums Up gelled well with the macho image of the Kaante men. In fact, it was so well placed that it was recognized as the top 10 brand associations of 2003 by Advertising Age Magazine. Being outlandish and loud will not work. The ad should say less, to be non-obtrusive. If it looks like an ad, the audience will switch-off.
The medium is powerful, there is no doubt about that. In fact movies are such a craze that not just the originals, but even the spoofs work well. Gold Member, which is a spoof on the James Bond film, showed a car called Shaguar (a spoof on Jaguar). They raised $120 million more than the original Bond film. That’s how big this film industry is. Today, brands are popping up everywhere, much more than previously. Be it TV shows or movies, one would find them everywhere. The hugely popular American Idol show has judges sitting with big red cups of Coca-Cola. The host of the show mentions AT&T wireless each time the contestants finish a song. Ford too has its logo prominently displayed here. They all paid a few million dollars for that. Just to satisfy your curiosity, each of the three paid $26 million for one deal. It sure must be worth it.
Back home, when Jassi was turning over from an ugly duckling into a beautiful swan, companies made a beeline to be a part of the transformation. They knew a lot of girls across the country related to Jassi & they all wanted to grab the attention of this market. Be it TV or movies, the stakes are high, and so are the payoffs. It’s a thrilling ride. The canvas is large, the possibilities unlimited. Today, even movie names are getting branded. Consider these movies, Harley Davidson and the Marlboro Man, or The Demise of Swissair, or The Devil Wears Prada. If grapewine is to be believed, there is a new Tamil movie coming up named Three Roses. This name of Three Roses happens to be a brand of soap from the HLL stable.
The day is not far when brands of such corporations would become producers (of movies, that is). But till then, in-film branding seems to suit both the producer and the marketers. One gets decreased costs, while the other gets increased visibility. So put on your impressive thinking caps. Innovators will be the most successful here. Get ready to Bond with the best. Let’s drink to that – a martini... shaken, yet not stirred!
Copyright © : Rajita Chaudhuri and Planman Media.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).