MAM
Brand placements in TV serials to follow in-film placements
MUMBAI: The phenomenon of in-film advertising is helping to build brands and proving to be a revenue-spinner for several ad agencies. Film placements are currently raking in anything between Rs 5,00,000 to Rs 50 million for the producers. Top marketing and advertising agencies are also considering options of negotiating with TV channels and producers of TV serial to explore various possibilities. Currently, TV channels forbid producers of programmes in conducting deals with advertisers for placing their products within the story line.
Star India COO Sameer Nair says: “We are open to all such options which will enhance our revenues. However, the advertisers have to deal with us directly rather than approaching independent producers.” One wonders how Star allowed Balaji Telefilms to use serials such as Kutumb and Kahani Ghar Ghar Ki to promote Tusshar Kapoor and his films. Radio City, a division of Star India, is also promoted on Neena Gupta’s serial Kyo Hota Hai Pyaar.
Incidentally, several ad film marketing agencies are cashing on the concept of marrying statistics with showbiz. Leo Entertainment has bagged new films such as Pooja Bhatt’s Jism, BR Chopra’s Baghban, new films of producers such as Shahrukh Khan, Ramgopal Varma, NR Paschisia and Ramesh Sippy. Leo Entertainment is already an independent profit-centre due to the revenues obtained from films such asKaante, Raju Chacha and Yeh Kya Ho Raha Hai where it leveraged brands such as Coke, Thums Up, Maaza, Provogue, Castrol, Tata Tea and Blowplast.
For the forthcoming release Jism, Leo Entertainment has developed an innovative association with Zingaro, a liquor brand. In fact, Leo brokered a Thums Up Taste the Thunder deal for the film Kaanteand won an award for being one of the Top 10 product placements of 2002.
“There is an ardent need for producers to involve a marketing and communication consultant such as Leo Entertainment simply because we are the ‘creative suits’ who can marry showbiz with statistics. With a backing of Rs 1000-million that the Leo Burnett brands command, we can leverage various opportunities for enhancing the visibility of brands,” adds Leo Entertainment head Sanjay Bhutiani who has worked with several ad agencies and worked with brands such as Bajaj Auto, Kelloggs, Videocon, Balsara and Hallmark. Through his own initiative, Bhutiani evolved a business model on film marketing during the process of handling the promotions of the first feature film handled by the agency – Raju Chacha.
Advantages of film placements:
* Big stars at a fraction of the costs
* Films transcend geography, class and culture barriers
* Clutter-free environment
* Not subject to surfing, zipping or muting (unlike in TV and other media)
* Catches people in a receptive mood
* revived and revisited several times as a film’s length always get lengthened
* Target specific
* Opportunities for cross-promotions
Since February 2002, Leo Entertainment, a division of Leo Burnett India, has been providing an entire gamut of services such as marketing strategies; in-film placements; creative campaign; outdoor, print, online advertising; ground promotions and contests.
In the US, the entertainment pie is US$480 billion and this mammoth spending has resulted in the mushrooming of megaplexes and gigaplexes. The consumers spend an entire day in these complexes which include theatres, casinos, screens, hotels, restaurants, bars and night clubs. The entertainment industry in India is estimated at Rs 75 billion and slated to increase to Rs 250 billion by 2005.
The new trends in Bollywood include corporatisation; multinational studios localising their content; enhanced production values due to higher production costs; Bollywood films making an impact on the international arena; increased investments in promotions and marketing entertainment properties; and more brands jumping onto the entertainment bandwagon.
Brands and films:
However, there is evidence of shortened attention spans and a greater effort to break through the clutter of multitudinous brands and media vehicles. The best way to deliver the message is to catch the customer off-guard when the rational defences are down. The best way to do so is to use the emotional gate rather than the rational gate. The rational gate examines the advantages, benefits, features and seeks value for money; the emotional gate is all about trust, love, identification and belief. It has been noticed that films operate at the emotional level. These aspects have been leveraged by brands such as Coke, Pepsi, Lux, Airtel, Hyundai, Bagpiper, Lux wherein movies and brands flash identical messages at their target audiences.
There is a need to examine synergies between the brands and films. The successful integration of product placement within the film’s storyline has a long history – the first example being the yellow Rajdhoot “Bobby” bike used in Raj Kapoor’s superhit Bobby. Hollywood also leveraged brands such as BMW (Bond movies), Jaguar, Ford, Ray Ban (Tom Cruise in Risky Business and Mission Impossible), Starbucks coffee, AOL, AT &T.
Films are a different medium and one bad placement can do more damage than 10 good placements. Artistic integrity is crucial for successful brand placements and the operation has to be woven into the script. Sometimes, unreasonable clients demand more footage although research has shown that a two-minute clip can effectively deliver a message in a credible manner. The placement should be a natural fit and shouldn’t be contrived and unnatural.Each effective tie-up between a brand and a film involves hectic negotiations of around 3-6 months.
There is no fixed formula but the factors that are taken into consideration during the negotiation stage include: cast and credits; size of the projects and the producers; timing of the release; brand impact; number of screens during release and post-release phase; and possibilities of brand associations through contests and promotions. Depending on the content of the film and its story line, the agency can sketch a profile of viewers who would flock to see the movie. Then the agency approaches all those brands who could appeal to the targeted viewers. This is followed by a 360 degrees marketing plan for cross-promotions during the various stages of a film’s release.
Also read
Need a hit – all about marketing and communication
Entertainment brands are illusory, elusive and magical – Star India COO Sameer Nair
Bollywood producers need specialised marcom agencies
Radio provides unique options to advertisers
Leo Entertainment capitalises on in-film product placements
When you plan to buy medical insurance for your family, the first question is often about savings. You may assume that buying online automatically means paying less, but that is only part of the picture. The real issue is not just whether the premium looks lower, but whether the policy gives you suitable family health insurance without adding avoidable costs later.
Buying online can sometimes appear more budget-friendly because you can compare plans, review features, and complete the process without depending entirely on offline assistance.
Still, a lower visible price does not always mean better value. To understand whether you can truly save more, you need to look at the full buying experience and the policy terms together.
Why Online Purchase Can Look More Economical
When you explore family health insurance online, you usually get access to plan details in a more direct and organised way. This can make the buying journey feel simpler and more transparent.
A few reasons online purchases may seem cost-effective include:
● Easier comparison of policy features
● Direct access to premium details
● The ability to review inclusions and exclusions at your own pace
● Fewer chances of making a rushed decision
● More control over the plan selection process
This does not mean every online option is automatically cheaper. It simply means the online route may help you assess choices more carefully, and that itself can influence how much value you get from the policy you choose.
Saving Money is Not Only About a Lower Premium
A lower premium often catches your attention first, but that should not be the only measure of savings. If you buy medical insurance based only on what looks affordable at the start, you may overlook conditions that matter later.
A family health insurance policy should be judged on overall value, including:
● The scope of cover
● Waiting period terms
● Exclusions
● Room eligibility conditions
● Sub-limits, if any
● Claim-related terms
● Renewal conditions
If the premium is lower but the policy has stricter internal conditions, the apparent saving may not feel meaningful when you actually need hospitalisation support.
So, the better question is not only whether online purchase costs less, but whether it helps you select a plan that remains financially sensible over time.
Comparing Plans Online Can Prevent Overspending
One clear advantage of the online route is that it allows you to compare different options without pressure. This can help you avoid paying for features you may not need or missing features that matter for your family.
Before you buy medical insurance online, look closely at:
● Who can be covered under the plan
● How the sum insured works for the family
● Whether day care procedures are included
● How pre-existing illness rules are explained
● Whether add-ons are optional or built in
● How clearly the policy wording is presented
This level of comparison can support better decision-making. In many cases, savings come not only from the premium itself but from choosing a policy with fewer surprises.
Online Discounts Should be Viewed Carefully
Online discounts can make a plan look attractive, but they should always be read alongside the policy details. A discount may reduce the upfront cost, yet the true worth of the policy depends on what it covers and how it responds during a claim.
When reviewing discounted online plans, check whether the policy has:
● Treatment-specific limits
● Room rent restrictions
● Co-payment clauses
● Disease-wise waiting periods
● Claim deductions linked to the hospital category
● Limited cover for selected benefits
These points are important because a policy that looks cheaper at purchase may involve more out-of-pocket spending later. That is why discount-led buying should be replaced with detail-led buying.
Final Thoughts
Yes, buying online can sometimes help you save more when choosing family health insurance, but only if you look beyond the headline price. The online route may give you better visibility, easier comparison, and more time to review the policy terms.
That can support smarter choices and may reduce the chances of paying for a plan that does not suit your family well.
If you want to buy medical insurance online, treat savings as more than a discount. The real advantage lies in choosing family health insurance that balances affordability, clarity, and meaningful coverage for your household.
