A Brilliant Product Placement

I wrote a post on product placement quite a few days back. I came across a great work on product placement a few days back.

As we all know, MTV flagship Roadies is sponsered by Hero Honda. Now how to place a product in such a programme which is already associated with a brand. Well, marketers do have  away to tackle this unique problem and that is placing the product at relavent positions.

The recent task for the contenders of Roadies was to collect coins tied around the lower part of crocodiles body. The task was really scary and contestants were panicking a lot. And here comes a product that says, "Darr ke aage jeet hai", which means that there is victory beyond fear. Well, I guess you have surmised the respective product, which is Mountain dew (from the umbrella of Pepsico).

I think product placement is a great way to breakthrough the advertising clutter and to manage to place a product in a programme that is associated with some other brand (though in different category) is a brilliant marketing effort. 

Oops! I want a Placement too..

The sub-prime crisis led to the global financial crisis, which affected every sphere of human life and as such, organizations are no exception. Organizations are into cost cutting leading to lay-offs and recruitment freezing. It has become really difficult even for IIT and IIM graduates to get decent job placements.

Marketers are deeply concerned with placements, not for themselves, but for their product. This very process of getting a product placed in an event or a movie is called Product Placement. I can quote a lot of examples in this regard, but I would like to specify the one for Lenovo as I am a bit biased towards it. Lenovo showcased its laptops being used in the latest movie Fashion.

In the current era, where marketers understand the importance of differential advertising, product placement is a great concept. It ensures greater visibility that a regular advertisement, as advertisements may appear monotonous, but when people see a product say in a movie, the impact is better as customers get a feel of the product in a more realistic situation (a general perception of audience). While a customer watches an advertisement, he knows that it is meant to convince him to buy the product. On contratry, when a customer watches a product beibg placed in amovie and used in a better and more real looking way, people could relate to it better. As such, product placement is a form of differential advertising, thats averts bombarding the customers with an array of products.