Thursday, August 16, 2007

Marrying movies and brands can work both ways

Book Mark
Branded Entertainment
Jean-Marc Lehu


Rajdoot GTS bike in Raj Kapoor’s Bobby, a Ray Ban for Tom Cruise, and a Tata bus in Honeymoon Travels Pvt. Ltd. “Love them or hate them, product placements are nonetheless increasingly a part of our daily lives,” writes Jean-Marc Lehu in Branded Entertainment ( http://www.vivagroupindia.com/). This is a world in which a brand can get close to its target audience through films and television programmes, songs and video games, he adds.

One of the early examples of product placement in the cinema that the book cites is of an Air France plane in the opening of Henri Decoin’s Razzia sur la Chnouf. The name of the airline is also mentioned by one of the characters later on, and written on a telegram shown on camera, narrates Lehu.

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