How Lays could have co branded with the movie SHOLAY 3D (the idea that couldn’t reach the cinema hall)

 

Every individual working in the advertising domain would like to be remembered for one breakthrough campaign in his/her lifetime. Same was the case with me when I started my career in advertising field after completion of my post graduation.

As an amateur  marketing professional  straight out of college, I was bubbling with ideas. I started my advertising career with Percept group with one their divisions called as P9 Integrated (doesn’t exist anymore). Though I had a small stint in the company I found the place as a nurturing ground for ideas. In P9 Integrated, I was working in the merchandising department that catered to movies. The company was well known for in film brand placement. If you are hearing this term for the first time, it simply means strategically placing a brand in a movie either for brand awareness or for brand recognition.

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Can movies be termed as Brands?

 

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I might fall into a niche category of people who are just not interested in GOT. Now, if you don’t know what GOT stands for you are one of us 🙂 GOT is Game of Thrones.

As a marketer, it is of vital importance to know what is the current THING in the market. We may not like something (in my case it is GOT) but what if our customers associate themselves with it and want to be known by it? This is where most marketing professionals take a hit, they don’t listen to their customers (including myself at times).

The current season of Game of Thrones sparked a curiosity in me which resulted in a question “Can movies / web series be termed as BRANDS?” The question looks very simple but you don’t get a clear answer to it. In this post of mine, I have tried to answer this question based on the comments I received on one of my post on LinkedIn and my observations over the period of time.

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