Embedded advertising: A new revenue model for cinema
The last day of the Ficci-Frames 2007 saw a number of interesting discussions and conferences kicking off on cinema, advertising and radio. Noted adman Prahlad Kakkar moderated a discussion on ‘Embedded Advertising and Entertainment,’ as the audience listened to some of those who had researched on what the growth of this nascent industry meant, and where it was heading.
The last day of the Ficci-Frames 2007 saw a number of interesting discussions and conferences kicking off on cinema, advertising and radio. Noted adman Prahlad Kakkar moderated a discussion on ‘Embedded Advertising and Entertainment,’ as the audience listened to some of those who had researched on what the growth of this nascent industry meant, and where it was heading.
According to Kakkar, there needs to be a system and a manner, an index, and a definite study conducted on this trade.“One needs to understand what kind of a trade this is. In India, embedded advertising is still a very shaky business. We tend to go overboard and the film becomes more of a long advertisement rather than featuring a film. I once marched out of film which is a story about a couple traveling to meet their children, who live away from them. The car they use is Ford, and I found only later that the film had been sponsored by Ford. Ford actually managed to sell a lot in Europe because of this film,” he said.
The panel consisted of Kakkar himself, Sanjay Bhutani - CEO of BR Films, Sukhbinder Barn, Sr Lecturer in Marketing at Middlesex University Business School, UK and Vikram Sakhuja, COO, GroupM, South Asia.
Bhutani expressed the idea that films are one of the most cost-effective and strongest mediums for advertising. “There are many advantages of using advertising in films. For one, it can be very engaging. There is no zapping, and no chance for the consumer to flip the page or stop watching it. If a consumer watches a particular scene and the advertisement is well embedded into that, it will remain,” he said.
Bhutani added, “Also, the costs are lesser in films, as against the recent risk that advertisers found it with cricket. Sports are an area where we have been investing considerably where advertising is concerned. However, I think risks are too high. Films can be far less risky in that sense.”
Bhutani spoke about the growing DVD market which was changing the reach of films and also discussed the new 360 degree experience which is a part of most branding today. “Promotions, interactivity and various brand events have become very popular. A lot of media companies are also choosing to be associated with films because of their low cost,” he said.
Embedded advertising can be done in many ways, he felt further, as he took an example of a film where the jewellery manufacturer Tanishq used this opportunity. “I watched a film recently which was see sometime in the 18th century, and the women in the film wore Tanishq jewellery. I think it was a great way to do this. At the end of the film, there was a note of gratitude to Tanishq, and I found that most women who watched the film looked at the jewellery. It had made an impact,” he said.
Sukhbinder Barn from the Middlesex University said that currently, embedded advertising still needs to grow in India. “It is like a deranged marriage, the brand most often does not fit into the film the way in which it should. The reason is that most filmmakers still do not think of it as a revenue stream,” he said.
This lack of synchronization between the filmmaker and the brand was what all the panelists agreed was missing. Vikram Sakhuja of Group M also spoke about the advantages of embedded advertising. “I think content of any kind can be used to build brands. The last one year has been rather active in terms of in-film placements and branding through films. But not enough people are still talking about this kind of a revenue, and there isn’t enough knowledge about it as yet,” he said.
That the director needs to proactively take interest in the brand, and an interest in this form of advertising was yet to shape, was what the conclusion of this session led to. Embedded advertising, which has to an extent made a silent entry over the last decade or two, needs to still find a success story in India.
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TOP STORIES
E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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