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Bollywood scripts cameo roles for FMCG firms

Amrita Dhar

Bollywood has new stars in the shape of fast moving consumer goods brands doing cameo roles on the silver screen. The latest entrant is Coca-Cola India's cola brand Thums Up which is making its debut in Pritish Nandy Communications-produced Kaantein.

The senior cola brand Coke, and Pass Pass of DS Foods have also signed up their second film. Thums Up is definitely taking its debut seriously and has hired Leo Entertainment, a division of the advertising agency Leo Burnett, for the purpose.

"It is not that this medium has not been used in the past. But it is picking up now since the film industry is becoming more professional with film financing becoming transparent and many film production houses getting listed," said Sanjay Bhutiani, head, Leo Entertainment.

The division is also in talks for having brand placements for Ramesh Sippy's Kuchh Na Kaho, slated for an August release. Another reason for investing in this medium is that it does not cost an advertiser much.

"In-film placement if done decently brings noticeability at low costs," said Vibha Desai, executive director (North India), Ogilvy & Mather.

Depending on the banner, the star cast and the production house, the cost of an in-film presence could be between Rs 1.5 million and Rs 15 million.

Shripad Nadkarni, vice-president (marketing), Coca-Cola India, said, "Films are a passion in India. We are only hitching on to this passion. If a film does well, then we will have created a positive association for our brands in the consumer's mind."

The reasons are similar for Pass Pass, which had made a debut with Subhash Ghai's Yaadein and is now travelling south. Pass Pass is going to have an in-film placement in the film One, Two, Three, starring Prabhu Deva and Jyothika, which is being produced in all the four south Indian languages.

"If the film fits in with the brand image, this will be a very effective way to communicate with consumers in the target markets," said Vinit Khanna, head marketing, DS Foods.

Brand fit is something that Coca-Cola is very concerned about. "We will get into a film only if the brand image of our product matches that of the film," said Nadkarni. Coke is also making its second in-film appearance in the Hrithik Roshan-starrer Aap Mujhe Acche Lagne Lage.

Prior to the release, Coke has been associated with the film in its ground promos, which include 'Hrithik Meets' in Delhi and Mumbai. Thums Up is also doing joint television and ground promos with Kaantein.

But there are flipsides as well. "This media vehicle is going to find it hard to catch on because there is no way to measure the impact on the consumers. Conventional above-the-line media, such as print and TV can be tracked. So these will always be more popular," said Desai.

Bhutiani feels that for in-film placement to become popular, film production processes have to become more transparent.

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