In film placements, passe or still relevant

The Case For In-Film Placements

1. Growing Indian Film Industry:
   India’s film industry is thriving, with Bollywood alone producing over 1,500 films annually. These films have wide-reaching appeal both nationally and internationally, providing brands with massive exposure. According to FICCI, the Indian film industry is projected to reach a market size of ₹26,000 crore by 2025, showing continued relevance for placements.
2. Cultural Connection:
   Films have a unique power to influence consumer perceptions due to their role as cultural phenomena. A study by Ernst & Young found that 63% of Indian consumers recall brands integrated into films, highlighting the effectiveness of this marketing strategy.
3. Subtle Marketing:
   As audiences grow weary of traditional advertisements, in-film placements offer a way to engage consumers in a less intrusive manner. For example, the placement of Pepsi in the movie Dil Chahta Hai became synonymous with the youthful vibe of the film, cementing its connection with India’s younger demographic.
4. New-Age Opportunities:
   With the growth of OTT platforms and streaming services, in-film placements have extended beyond theatrical releases. Movies released online provide brands with direct exposure to targeted audiences, ensuring placements remain relevant.

The Case Against In-Film Placements

1. Declining Impact:
   While in-film placements provide visibility, many argue they lack the same impact in today’s saturated media environment. According to a report by GroupM, 85% of Indian consumers now skip product mentions in movies, focusing instead on the story.
2. Audience Fragmentation:
   The digital age has fragmented audiences, with millions preferring bite-sized content over full-length films. Platforms like Instagram Reels and YouTube Shorts dominate attention spans, reducing the effectiveness of in-film advertisements.
3. Cost vs. Return:
   In-film placements are expensive, with costs for prominent integrations often running into crores. Given the high price tag, brands may struggle to justify these costs compared to ROI-driven digital campaigns.
4. Loss of Authenticity:
   Poorly executed product placements risk alienating viewers and damaging the film’s credibility. For example, blatant advertising in films often leads to negative viewer responses, as noted in a study by Media Research Group.

Examples: Success and Failures

• Success Story:
  Tata Tea’s placement in Rang De Basanti highlighted the brand’s “Jaago Re” campaign, perfectly aligning with the film’s theme of social awakening. It became a widely discussed marketing success.
• Failure:
  Certain placements, such as Pan Bahar in Pierce Brosnan’s commercial tie-in with Bollywood, faced backlash due to perceived incongruence with the actor’s identity and the product.

Conclusion: Still Relevant?

In-film placements are far from passe—they are evolving alongside the Indian film industry. While the digital-first world brings challenges, it also offers new opportunities, such as integrating placements into OTT releases and linking products to streaming audiences.

To stay relevant, brands must focus on authenticity and contextual relevance—embedding products into narratives in a way that feels natural and resonates with consumers.

A key way to do this is to shift away from stated research. A huge chunk of consumer response to in-film placements is defined by the subsconscious mind. Decrypt has been supporting brands as well as production houses and OTT platforms to give precision to their in-film marketing through its neuromarketing solution- Dialogue. Read more about Dialogue here

In the end, the effectiveness of in-film placements depends on how creatively and strategically brands embrace the changing landscape of media consumption in India.