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Krishnan was speaking at a media conference in Mumbai on Tuesday
evening to present Tam India’s paper on Product Placement,
which was adjudged the best paper among 22 others at the fourth
Esomar Asia Pacific Conference in Shanghai in March.
The presentation was made by Tam India VP Atul Phadnis, S-Group
marketing manager Akash Chawla and Adex India associate director
Yogesh Shendye, the brains behind the extensive research on brand
placements.
Tam India CEO LV Krishnan, who was obviously pleased with his boys,
said that Tam had a heavy-duty line up this year, including the
panel of online technology and a comprehensive FM radio monitoring
system that is also being devised by Tam.
About the paper on product placement which won accolades at the
Esomar conference, Phadnis said, “Product placement was a black
hole in the market a few years ago. The amount of monies that go
into product placement and the sponsorship of special events were
all a mystery. We received a lot of queries from our clients on
this and hence we decided to do a thorough study on it.”
Phadnis showed a few good examples of product placements in movies
and shows like Baghban, Cast Away, Kaun Banega Crorepati, Khul
Ja Sim Sim, and American Idol. Not to forget the cricket
matches which allows ample space for advertisers to get maximum
eyeballs and their monies' worth.
Phadnis went on to say that the reason for the growing phenomenon
of soft brand advertising in India was due to the increase in the
television clutter and the loss of viewership during ad breaks coupled
with the falling media costs.
Once the new hi-tech systems are in place, Tam, which is already
ruling the roost as far as research on the television and media
industry is concerned is sure to make a firm place on top for itself.
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