Before I start talking about Product Placement, I should reinforce a fact on the changing pattern of people’s screen-watching. The change is happening globally and is clearly visible in Bangladesh. People are connecting more with screens, be it mobile or TV, but they are focusing on streaming (paid or non-paid). Instead of watching cable channels, a portion is shifting to OTTs/YouTube. On mobile phones, people are onto OTT apps, YouTube Premium etc, apart from just surfing over Facebook newsfeed. Though people are having time with screens, for Marketers it is difficult to show them TVC, OVC or other content. Viewers are sort of mastering the art of watching only what they want, without commercial breaks.

So, for Brands to stay with viewers, the options are Product Placement & Brand Integration. Though all the Marketers know what they are and how to conduct those, it’s a riskier game altogether.

Risk in the fact that cost per exposure is higher in many cases. With USD 10K, we can reach millions! Need to develop some key visuals, promote properly & get results! But a minimalistic product placement itself may cost USD 10K, carrying the risk of low reach & low effectiveness. Scripting, timing etc factors are extremely crucial here. Product placement can be great as a tool, but only in the right hands.

Still, we need it. One reason is the shifting watching trend mentioned earlier. Another reason is, unlike TVC or OVC, Product Placement is embedded within the content which the audience is consuming. People try to avoid commercials, and focus on the content. So, if the key message can be embedded subtly into the content, the “quality” of reach will be very high.

Benefits? Overwhelming! For awareness generation & reach, Product Placement can be a great idea. Earlier I’ve said about the risk of low reach. But risk comes with benefits. If placement is effective, reach is way higher than regular commercials. Some classic placements are timeless! It creates an emotional attachment between viewers and the brand. People can relate to the message they are exposed to while actually making their purchase decision. Commercials are less likely to create credibility, which placements can create. If a brand’s message is embedded properly, it will be more trustworthy. It can also generate engagement. An effectively embedded brand message in engaging content can directly benefit the brand. People are engaged with Marvel. So when Coke integrated with Marvel, it created a great engagement. We have seen how Kapil Sharma integrates upcoming movies & their performers into his show!

At this point, want to share some methods of product placement:

• Screen placement: The logo or the product itself is shown subtly. For example, a well-off family is having breakfast, and discussing a lot at the table. Every time the camera focuses on any member, there is a pack of juice in front of him. Another bold move can be, that a cosmetics brand is available in a make-up scene inside drama, showing its product range!
• Script placement: Product or payoff line can be a part of the script. To me, one great example is Bournvita in “Koi Mil Gaya”. Bangladesh is not lagging behind. Recently, I saw a disproportionately big sign for the toothpaste brand in a local drama. Hero & heroine had a lot of discussion in front of that store, and signage was highly visible.
• Plot placement: The brand plays a part in the story. Toughest among the methods. The plot has to be realistically made with minute details. I’ve tried to visit several places in West Bengal just because I’ve read about those places in “Feluda” books. May be a great plot placement done by the writer without payment. Example in Bangladesh? Maybe that is what Mr. Zayed Khan is doing with his Royal Malabar suites!

Whichever method you choose, effectiveness lies in how subtly you deliver the message. Every day, we see 10,000+ ads! So if we Marketers want to go deep, we need to play subtle and let the viewers enjoy what they are watching while we deliver our message. Delivering messages is no more possible in silos!

Now, coming to the point of view of Makers. Product placement or Brand Integration can significantly reduce production costs, as these items are pre-sold. Even the audience enjoys a “rightly placed” endorsement. Since platform owners make money with advertisements, it’s a great opportunity for producers to deal directly with advertisers.

So far talked a lot about drama or movies. Maybe I am missing some areas where Product Placement can be done very effectively- Gaming, Sports & Music. Following Indian industries, it’s just about time Bangladeshi brands will be integrated with many of these activities. Things will only improve and we marketers can hope to have a better future ahead on Product Placement.

Take care.

Author:
Faisal Mahmud
Marketing & Communication Expert