In-Film Blasphemy

Possibly a strong word for what I intend to write about; but its impact at times when used inappropriately destroys the sanctity of an art form and also is an abuse to a viewer. Sure there is enough logic for film makers and marketing fraternity to bind and place products in a movie- the problem is I’m seeing instances of in-film placements being done on a level which is so ridiculous that it actually spoils the movie experience.

In-Film placement (or branding) is something I had no clue of when I was asked about it during my application stage for a media school. In fact, what I wrote was utter crap and am actually confused how I managed to get through. But the grooming has now reached a level where I can know why Superman crashed into a giant Coca- Cola signage and why Bond drove into a van with Perrier water bottles. It also justifies why BMW, Aston Martin, Sony and other brands have so much invested in a Bond franchise. I would have still known a Mini Cooper from The Italian Job (Michael Caine or Mark Wahlberg), but I got introduced to Remington Vaults from it. My point is it is subtle and doesn’t seem like it is not a part of the storyline.

The scene in India has been a bit different though. Loads of films through the 60’s to 80’s have mentions of Mobil Oil, Chevrolets, Coca-Cola, Polson butter; but I guess I identify them since I have an open eye for it. Possibly Rajdoot motorcycles is the best example of intentional use of products in films. Bobby (1973) lent the motorcycle used the same as its name. In Hero (1983), Rajdoot has a complete product placement through 5 bikes- along with a song shot on the bikes and musical show with Escorts brand logo placed on the backdrop. Interestingly, the producer- director of Hero, Subhash Ghai had a song sequence with a fleet of Maruti 800’s in Meri Jung (1985) and Coca-Cola in Taal (1999). But none of these were overt displays of a product or brand, so much so that Bambai se gayee Poona and its association with East West Airlines is virtually unknown.

In recent times, in-film placement has become a significant part of a film marketing aspect. While working with Percept, my agency was coordinating with Godrej Security Sytems on Tasveer 8 x10. I got to learn a bit more of what is in-film and out of film associations. Honestly, I have no issues with out of film as it has no impact on my movie viewing pleasure. But I have a problem with brands that are force fit into the script.

So while the marketing fraternity was up in arms when Krissh offered his friend Bonvita or SRK travelling on Chennai Express told me what the latest Nokia handset could do (and the price as well), I was actually not impressed. BigB asked cops to chase Bunty aur Bubbli in an Orange Maruti Swift and Mariti Ertiga was the subject of Mere Dad ki Maruti… yawn! But surprises were when Munni badnam or Fevicol se did not have a large hoarding of Zandu or Fevicol in the background. Disappointments were though when Chulbul Pandey in Dabangg 2 used an Astral pipe to fight the bad guys and assured his father of financial security for the family by subscribing to LIC Insurance policies.  Comparatively when Ultratech Cement donned the Indian jersey in Chak De India, it was not a sore sight as it was actually the sponsor for hockey. The recent list on this front is actually endless.

The latest uproar is about Mary Kom- and rightly so as the brand placements are so very ‘in your face’ that it becomes a turn off. So like any Indian, she is cooking in her kitchen; why the specil focus on Tata Salt. Why is PC caught saying, ‘Hum ne desh ka namak khaya hai’, relieving muscle pain with a particular brand or switching to sugar substitutes when confirms pregnancy?? I have no objection against Monnet Steel for the branding on the jersey; but rest all is staged so bad that it is actually repulsive.

This is not limited to Hindi alone: a Marathi remake of Seven brides for seven brothers (coz Satte pe satta is a remake of this one) had a Tata Ace (Chota Haathi), Red Label Maharashtra mix (for the hardworking Marathi) and a masala brand being hammered all throughout. Recently, Poshter Boyz had a scene especially written for Birla Wall Putty highlighting its benefits, quality and other features compared to the rest as a blatant 2 minute ad.

What is the reason marketing and film fraternity causing such blasphemy and abusing a national source of entertainment? It is actually a sad state of affairs as in-film marketing agencies see theatre audience as a captive and a cheaper option to television ads. Brand owners, I guess, are demanding prime presence in shots and mentions of the brand in the script in some way. Sadly, film makers also see this as a good source of revenue to support the production costs and turn overs and are giving a fair amount of leeway to the advertisers in such cases. The overall impact- as a viewer, the brand communication is intruding into my entertainment space and actually getting a bit of a repulsive response for spoiling the texture of the movie.

I am actually interested in some hard core numbers to quantify the impact of such communication. Honestly, I have a feeling this is being run purely on mutual benefit theory rather than anything. Brands are lured assuring audience and cheaper media; film makers are actually abusing their creation through blatant and ‘in your face’ ads in movies by bending down to financial temptations. Overall, I don’t see a benefit- all I see is blasphemy.