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Moving pictures limited PRESENTS

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THIS IS A WORK

OF PRESENTATION AND ALL OF YOU

NEED TO BE ATTENTIVE AND PARTICIPATIVE BECAUSE HERE

EVERYTHING IS PURELY INTENTIONAL.

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In & asAnkita singh

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Branded Entertainment

• Branded entertainment is also called as

ADVERTAINMENT. Combination of an audio-visual

program and a brand.

• Initiated either by the brand or by the

broadcaster.

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Brief

• It is the integration of a product or a brand into a film or televised series.

• Simply advertisements in entertainment.

• Film ,Tele series , play , novel , song, stageshow, videogame etc.

• It is an Anglo-Saxon term originated from US.

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• Here we will not discuss brands in advertisements because that is not branded entertainment.

• We are studying the integration of brands into the entertainment which serves two purposes of entertainment with branding.

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PURPOSE• Promotes brand image to their target audience by creating

positive links between the brand and the program for viewers.

• Branded Entertainment is not simply product advertising or product placement - branded entertainment is a piece of entertainment that perfectly aligns with the brand attributes, and is a reflection of the advertiser's brand personality

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HISTORY

• Pioneered more than 100 years ago.

• But mainly speeded up with invent of camera, cinema and television.

• In earlier days it was the source of free use of accessories, vehicles, services for the producers being that they were allowed on screen.

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• But slowly time changed and brands were asked to pay for that.

• Sometimes storyline requires use of such products and brands.

• And now it the mixed model which works.

• Sometimes brands pays , and sometimes producers require them for storyline.

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Types of product placement

1. Classic placement.

2. Corporate placement.

3. Evocative placement.

4. Stealth placement.

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Examples• Don - TagHuer ,Motorola, Garnier, Citibank.• Dhoom 2 - coke, Penzoil ,Pepe , Sony, Disney.• Krish – Singapore Tourism Board , Sony , John players ,

Bournvita , Tide, Boroplus, hp.• Desh ki Dhadkan song by Hero Honda.• Oye Bubly song by Pepsi• Indian Idol – Garnirer, Nokia• Roadies – Karizma• Fear factor – Thumps up• Star voice of India – Amul•

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Facts and Figures• In 2006 – brand cameos earned 80 crores.• In 2007 – it was 200 crores• Expected to be 800 crores by 2010.• Babul earned 4 crores.• Eros and audi contributed 40 lakhs to its music

release.• Eros jewelry for tajmahal.

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Benefits • Source of finance.• Helps in brand placement.• Makes entertainment a bit real, people are able

to connect it with real world.• Means of communication.• Technique accepted by audience.• Potential powerful vector of positive image.• Influences purchasing decisions.

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Factors influencing cost of placement .• Brand’s fame.

• Identification of brand.

• Film’s budget.

• Type and genre of film.

• The film’s credits.

• The barter deal.

• The space of placement.

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• Location of placement.

• Integration into the story.

• Contact with the actors of film.

• Exclusively for the brand.

• Recurrent placements.

• The distribution size and type.

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Branded entertainment in

• Series and television programmes.

• Novels and plays.

• Song lyrics (Recent phenomena).

• Branded videogames.

• Stage shows.

• Events.