Product Placement In India

A short assignment, submitted in the ‘Media Market and Media Law’ class, as part of an international student exchange program in Communication and Media Science, by the European Union, named ‘Erasmus+ KA 107 Credit Mobility Project’, at Budapest Metropolitan University, in Budapest, Hungary.

Product or brand placement is a form of advertising that in turn generates revenue
for the companies that produce television shows or films. Aside from the traditional
form of direct advertising, product placement is an indirect or implied form of
advertising where the product/commodity is smartly included in the visual
presentation, more often in a subtle, yet eye catching manner. This trend however is
constantly increasing in Indian cinema (not confined only to Bollywood, that’s a
stereotype) where advertising and marketing have become multi-million-dollar
industries. Successful product placement, especially with regard to conglomerates
lies in identifying the target audience and not doing a branding overdose (which
unfortunately happens a lot in India). Then, the screenplay director and writer must
find a way to integrate this into the script and explain the usage to the audience as
per the context (in some cases). However, product placement for tobacco and
alcoholic substances is prohibited in Indian films by law. Research has shown that in
the 3 main categories of product placement i.e., automobiles, electronics and
clothing, there is a variance in their on-screen appearance duration due to aesthetic
and utility purposes. It was found out that the ideal time was less than 10 seconds
for automobiles, up to a few minutes for electronics and a majority of the duration of
the film for clothing/fashion accessories. Hence, a skillful combination of all 3 types
will result in more viewership and response.

Akshat Thonangi

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Akshat Thonangi
Akshat Thonangi
Hello there! I'm Akshat Thonangi. I’m pursuing my undergraduate degree in B.A. Mass Communication, Journalism & Political Science from St. Mary’s College, Hyderabad. I’m a tech geek, film fanatic, aviation and sports enthusiast. General knowledge, statistics, mass media & journalism intrigue me. In 2017, I was part of an international student exchange program named Study of The U.S. Institutes (SUSI) on Global Environmental Issues. I was amongst the 5 participants selected each from Brazil, Russia, India and China. The program was hosted by the University of Montana at the Mansfield Center which promotes better understanding of Asia, U.S. relations with Asia, and ethics in public affairs. In 2018, I was selected for another funded student exchange program in Communication & Media Science, by the European Union, named Erasmus+ KA 107 Credit Mobility Project, at Budapest Metropolitan University, in Budapest, Hungary. This was owing to a Memorandum of Understanding between Budapest Metropolitan University & St. Mary’s College. I was part of an NGO called Street Cause, as a Director for one of the programs named Hyderabad Youth Assembly. I co-lead a team designated under ‘Affordable & Clean Energy’ (Renewable Energy) and ‘Clean Water & Sanitation’, both of which are the Sustainable Development Goals, given by the United Nations. I had been recruited as part of Amazon.com’s ‘Work From University’ paid internship program, a ‘pilot project’ in India, for two consecutive years (2017 & 2018). I’m the vice-president of the college’s Vox Populi Club, a public speaking & leadership platform. I’m also the vice-president (founding member) of the Street Cause (NGO) Division of the college.

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