Product Placement in Bollywood

Starring
Rajat Kedia
Aniket Phadnis
Anand KV
Ritesh Verma
Sunil Kumar
Siva Sudheer

ZNMD
(ROYAL ENFIELD)

Jab Tak Hai Jaan

INTRODUCTION
A paid product message through a planned and unobtrusive entry
of a branded product into a movie, aimed at influencing audience
Traditional commercials have low return as consumers skip
through them
This method of portrayal enhances realism and provides a sense
of familiarity
Aides better brand recall
Availability of a captive audience with greater reach than
traditional advertisements
Advantage of showing brands in their natural environment
provide motivation for Product Placements

IN-FILM ADVERTISING
Major business for
producers, advertisers,
ad agencies
Branded products
ranging from PassPass to Audi made infilm entries under
product placements

Today, almost every

movie has product
placements

The trend picked up

after Taal, in which
main characters share
a bottle of coke

Trend of advertising in
films is strongly
entrenched in India

Grown at over 70% in

2007

The first in-film

placement was a
black-and-yellow
Rajdoot bike in Raj
Kapoors film Bobby in
1973

TYPE OF RESEARCH DESIGN

A research design is a framework that details the procedures
necessary for obtaining information needed to solve marketing
research problems
ADMAMRO utilized One-Shot Case Study method of Casual
research design for their research
The respondents were not aware that the research was concerned
with PPL in films and that the viewers brand recall was being
tested
As in casual research design, this survey determines the causeand-effect relationships between brands displayed and the
consumers

Implicit PPL

The brand , the logo or the company name

is present within the program without being
formally mentioned.
It plays a passive , contextual role

Integrated
Explicit PPL

The brand or the film name is formally

mentioned within the program.
It plays and active role
The attributes and benefits of the product
are clearly demonstrated.

Non
Integrated
explicit PPL

The brand or the firm is formally expressed

but is not integrated within the contents of
the program.
The sponsors name may be present at
beginning ,middle or end of the program

Types of PPL

Research Objectives
The main objective was to measure

the effectiveness of product placement

Identify the effects that it may have on viewers, the film
itself and the brand it portrays.
Questions were asked during primary research.Some of the
sample questions were
Which electronics brand do you recall the most?
Which of the financial services brand you saw in the movie
clip
Which of the following beverage did you see in the movie

RESEARCH QUESTIONS

Recognition of
products/brands
placed in movies

Attitude of
movie goers
towards PPL

Effectiveness of
PPL

Reception based
on gender

EFFECT OF PRODUCT PLACEMENT

(HYPOTHESES)

Non
probabilistic
sample
(arbitrary and
subjective)

H1

Young adults
(21-27)

Reasonable
disposable
income

Active film
goers/movie
buffs

Product
placement
more effective
than
commercials
Participants
tend to use
product
H2
approved by
their identified
character

H3

H4

Popular
movies have
better brand
recall

Both genders
are equally
receptive to
in-film product
placements

Study Design
Objective : To understand affect of PPL on the brand recall
Stimulus material : Brands (personal care , beverages, apparel etc)
featured in video clip from movies from popular and non popular segment
Data Used : Five movies and Seven products from each category
Questionnaire 1
To measure the respondents' attitude
towards PPL
A set of four statements measured
with an ordinal scale of response
from Strongly Agree (5) to Strongly
disagree (4)

Questionnaire 2
To measure the brand recall of the
products from movie clip
A set of nine objective questions
with multiple options to identify and
recall products

Cross-Sectional Studies

EXTRANEOUS VARIABLES AND

LIMITATIONS

Products
set in a
poorly
integrated
scene tend
to be more
visible

Brand
Salience is
more in
negative
context in a
movie such
as fear,
tension, risk

Non
demonstrativ
e V/S
demonstrativ
e product
placement

Brand recall
may be
achieved but
brand
response
cannot be
measured

The audience
and their
perception
evolves with
time