ASSIGNMENT 19.

1
Recall and discuss any five-product
placements in movies.

Shaurya Dewan B041

FYBBA B
Admin Group 9
Product placement, also known as embedded marketing is a marketing technique where
references to specific brands or products are incorporated into another work, such as a
film or television program, with specific promotional intent. It usually aims to be
inconspicuous and subtle. Product placement adds credibility to the product and is able to
communicate its usefulness and attractiveness. Product placement has the effect of
increasing product recall, making people more likely to identify and associate with the
product.

Bournvita-“Krish”
“Krish,” who is considered to be the biggest Indian super hero and a kids favorite in the
subcontinent deeply inspired the children to consume milk added with bournvita. Many
children were deeply influenced by the character. The product placement of bournvita
was very clever and can be seen consumed by the character Krishna who is strong and
powerful and obsessed with the drink. Kids were an easy target and were motivated by
the brand through such product placement and it benefited the brand immensely.

Maruti
Ertiga-“Me re Dad Ki
Maruti”
Mere Dad Ki Maruti features
Maruti Suzuki's Ertiga model
marketed as a LUV or a 'Life
Utility Vehicle', which is ideal for
most of the Indian families. It was
perfect brand integration for the film and acted as a medium to reach out to target
clientele- the joint Indian family as well as attracting the youth. This was the first case in
point where the name of the advertiser was in the title itself and the whole film revolved
around the product, which was a genius attempt. This proved to be a boon for the brand
and was an immensely innovative and high profile advertiser funded project. Moreover
the economics of the film were agreed upon in such a way that 80 per cent of the cost of
production was already recovered by in-film advertising and selling of satellite rights.

Wilson – “Cast Away”

In “Cast Away”, the placement of a Wilson branded volleyball showcased one of the
most creative ways a product was ever used in film. This volleyball develops over the
course of the film as Hank’s companion and evolves into a character rather than a
product. The volleyball gains high involvement and connects with the audience. The
volleyball being personified was very effective and key to the storyline governing how
the story developed. This has been added in for realism and is a clear example where
placement has aided the dramatic effect of the film rather than creating a divide. Taking
advantage the company later manufactured its own volleyball with a replica of the
bloodied handprint face on the side of the ball. It was sold for a limited time during the
film’s release and was a very appreciable move.

Audi- “Avengers Endgame”

Since Tony Stark introduced the world to the iconic Audi R8 in 2008, Marvel fans have
really embraced the brand and the latest avengers which was the culmination of the series
Avengers: Endgame features the all-electric the Audi e-tron GT concept. In one of the
movie’s most emotional scenes, Tony Stark races over to the Avengers Headquarters to
attract the attention of Captain America and reconcile with his fellow Avengers behind
the wheel of an all-electric Audi e-tron GT concept car. It subliminally suggests that the
car is synonymous with speed and reliability whilst also associating it with one of the
most iconic characters in film. With this collaboration Audi not only get attention from
potential customers; they also become a part of cinematic history. The car draws a
parallel to Tony Stark’s boisterous personality and being a man of state-of-the-art
technology.
Reebok, Doritos, Pizza Hut, Pepsi- “Wayne’s World”
The way that “Wayne’s World” simultaneously parodies and acclaims the use of product
placement is something that was not replicated by many other films, making it so
timeless and memorable and also proving to be the advent of organic product placement.
In what is a very witty and intelligent scene, protagonists Wayne and Garth discuss
promotional sponsorship and inorganic product placement by poking fun at just how bad
it was while they ironically and blatantly display sponsored products for consumers to
identify. The satirical scene is a metaphor for the corporatization of film and television
and how sponsored products can control a narrative. The response of the audience to the
same was overwhelming where many found the scene to be incredibly salient because it
makes people laugh, but it also makes them think.
Conclusion:
Product placement proves to be a win-win for both parties where the film can recover
some of its cost whilst the product manufactures are able to establish a connect and reach
a wider audience.

REFERENCES:
https://www.ukessays.com/essays/media/product-placement-in-movies-media-essay.php
https://www.researchgate.net/publication/286826422_Recognition_and_recall_of_produc
t_placements_in_films_and_broadcast_programmes
https://www.fortressofsolitude.co.za/product-placement-movies/
https://eduzaurus.com/free-essay-samples/product-placement-in-film-industry/
http://www.scielo.org.co/scielo.php?script=sci_arttext&pid=S0121-50512008000100002