Covert Advertising

3464 Words Dec 11th, 2009 14 Pages
ABSTRACT
De Dana Dan, Wake Up Sid, Dhoom, Phir Hera Pheri and Matrix are some excellent examples of movies with covert advertising. Brands such as Coca Cola, ICICI Bank, Domino’s, Nokia, Aston Martin and Suzuki have placed themselves in these movies.
Nowadays, these tactics are common in most of the films. Some very well managed product placements appear to be quiet natural, if not logical. But some seem to be badly inspired by a commercial spin-off, with all the negative consequences it may generate on the audience.
Take for instance, the Hollywood flick, ‘What Women Wants’. This Mel Gibson starrer has a Nike commercial as a part of the script. It gets with the script so well that you don’t realize you’re watching a commercial
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COVERT ADVERTISING

Covert Advertising is the inclusion of a product, brand name or the name of the firm in a movie for increasing memorability of the brand and instant recognition at the point of purchase. It is an advertising technique in which the companies pay a fee or provide service in exchange for a prominent display of their product. For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise’s character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. Some Latest Indian Examples:
Swades, for instance, shows the hero holding a FedEx packet while travelling in a train in India. Waqt mentioned brands such as Archies, In another movie Hungama had Videocon, Coca-Cola in the film Taal, Cadbury in Parineeta, etc.
Maruti Swift made its Indian debut with the release of the film Bunty aur Babli. Rumour has it that Maruti had delayed the launch of this new model to time it with the release of the film. SRK using Santro cars in a RNBDJ and Chalte Chalte.

Hollywood example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them "classics," because the film is set far in the future. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in
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