Excellence worn with Pride! Ever wondered why James Bond is always seen wearing an Omega or driving an Aston Martin?
Well this is what Product Placement is. Companies pay a ton of money to film franchises to showcase the main character using their specific products. Brands approach the films which will potentially be a big name among the people or have established themselves as a brand, to put forward a few examples Bond and Omega, Top Gun and Ray Ban.The first documented example was in 1896, when the Lumière brothers, often credited as the earliest filmmakers, agreed to feature soap in their film “Washing Day in Switzerland.”
One of the most famous examples of product placement has been the James Bond franchise which has been showing the James Bond driving an Aston Martin and wearing an Omega.
But the interesting fact here is that Bond has not always worn an Omega, Timothy Dalton, one of the first to play Bond wore a Rolex Submariner in the movie LICENSE TO KILL (1989). This was the last time a Rolex was featured in the franchise.
Product Placement allows brands to pump up prices of specific products as the influence of a charismatic character in a movie would persuade them to get the same model, the OMEGA SEAMASTER would be a perfect example for this.
The Omega Seamaster costs roughly around INR 5.5 Lakhs in India, while the Omega Seamaster 007 Edition costs a whopping INR 9.8 lakhs.
TV vs Movies vs Digital Content
Picture this: you're kicked back on your couch, flipping through channels, or maybe you're at the movies, popcorn in hand, lights dimmed, ready to escape into a new world. Or perhaps you’re scrolling on your phone, hopping from TikTok to Instagram, catching up with your favourite influencers. What you might not realize is that behind every moment of entertainment is a meticulously planned strategy, crafted by brands to grab your attention—and keep it. In the battle for your eyeballs, TV, movies, and digital platforms each have their own game plans, their own ways to hook you in.
TV is all about timing. The strategy here? Hit the audience when they’re most likely to be tuned in. Cue prime-time: that sacred window from 8 PM to 10 PM when families gather around. This is when brands go big—spending millions for those 30-second spots during a hit show or an iconic sports event like the Indian Premiere League (IPL). In the TV world, it’s all about building brand recognition. It’s a slow burn, built over time, with repetitive messaging designed to stick in your brain long after the show ends. Amul’s sponsorship of KBC showcases how brands can leverage repetitive messaging on TV shows in India. By repeatedly aligning their brand with a beloved show, they strengthen consumer recall and foster a deep connection that can translate into sustained market dominance.
Then, there’s the magic of cinema—where the lights go down and the stakes go up. In the world of movies, emotion is king. This is where brands aim to plant themselves deep in your heart, alongside the characters you love and the stories that stay with you. Product placement in movies is a masterclass in subtlety and coolness.
Digital content is fast, fragmented, and endlessly tailored to you. Brands here don’t just toss out ads—they target you with laser precision. Thanks to algorithms, they know what you like, what you watch, and what you scroll past. Ever notice how Instagram ads seem to magically know what you’ve been shopping for? That’s not a coincidence—it’s a calculated strategy. Brands use data to serve you ads based on your habits, making sure you’re seeing exactly what they want you to see, when you’re most likely to buy it, giving it more of a personalised touch.
In the end, whether you’re watching a movie in a packed theatre, catching up on your favourite TV show, or scrolling through your feed, you’re part of the strategy. The world of media is evolving, but one thing remains clear: wherever you are, brands will be there, ready to catch your eye—and your heart.
Types of Product Placement
Traditionally there have been three main types of product placement; screen placement, script placement, and plot placement.
1. Screen Placement
Screen placement uses a product in the foreground or background of a shot. The product is not mentioned by name, but does garner some decent screen time.
Director Michael Bay is a master of using screen product placement in his films. He currently holds the record of featuring 55 different brands in Transformers: Age of Extinction, a film already based on a product itself. In this video, you will see 50 seconds of Bud Light products without the product being mentioned. The Beats Pill is an example of script placement.
2. Script Placement
Script placement literally puts a product in the script, where a character in the film will mention the product by name. Example: Marty McFly orders a Pepsi in the Back to the Future Part II.
3. Plot Placement
Plot placement makes a product a part of the film. These are products that are always connected to characters, like the many gadgets of James Bond. Aston Martin has been a huge part of the Bond franchise for decades. Even the latest installments feature classic and new Aston Martin cars.
Success stories through Product placement
It was the year 1986 a movie rocketed into theatres that didn’t just entertain audiences—it ignited a fire in the hearts of a generation. Top Gun wasn’t just a film; it was an experience. A 110-minute ride that blended high-speed aerial combat, the thrill of danger, and the allure of living on the edge. Tom cruise whose reckless charm and fearless attitude made the world want to slip on a leather jacket, rev up a motorcycle, and fly. But while audiences left humming the soundtrack and idolizing the daredevil exploits of Maverick, another star had quietly etched itself into pop culture’s collective consciousness: Ray-Ban Aviators.
The partnership between Top Gun and Ray-Ban is one of the most notable examples of successful product placement in movie history, showing how the power of cinema can elevate a brand from a functional product to a style symbol. Sales of Ray-Ban Aviators increased by 40% in the months following the movie’s release. Ray-Ban has since used this strategy effectively in other movies as well.
This was just one example of companies finding success through product placement while many others like Reese's Pieces in E.T. the Extra-Terrestrial, FedEx in Cast Away, Converse in I, Robot, BMW in the Mission: Impossible Franchise remain in the queue.
Influence of celebrities
The use of celebrities in product placement is based on the idea that they have the power to influence consumer behavior.
Celebrities are seen as role models, their endorsement of a product can make it more desirable to consumers. This is particularly true for younger consumers who are more likely to be influenced by celebrity endorsements. By using a celebrity in product placement, companies can increase their brand visibility and reach a wider audience.
For example, when Kim Kardashian endorsed the weight loss supplement QuickTrim, sales of the product increased by 500%.
Bollywood product placement
Product placement is also relevant in India through Bollywood , we can see that through some examples:
1.DOMINO’S PIZZA DELIVERS COMEDY GOLD IN “PHIR HERA PHERI”-
In the movie we can see how it was insisted that if domino's pizza didn't arrive in 30 minutes it would be on the house, we can see how dominos promoted their 30 minutes or free policy in the movie, this scene also showcases dominos smooth and fast delivery service , When we talk about the importance of this placement, the brand did succeed in adding a considerable amount of marginality to its recognition and the scene evolved to be addressed by the name of the brand among the masses.
2.HRITHIK ROSHAN’S THRILLING SKYDIVING ADVENTURE WITH MOUNTAIN DEW IN “ZINDAGI NA MILEGI DOBARA” -
Zindagi Na Milegi Dobara shows one of the protagonists Farhan Akhtar taking a swig of Mountain Dew as he attempts to undertake some gravity-defying adventure sports. Why Mountain Dew? Because the tagline of the brand, Darr Ke Aage Jeet Hai is their own motto in life as in the film they decide to undertake a fun vacation during which they explore, unwind and attempt ultimate adventure sports.
3.BOLLYWOOD CHEERS AT MCDONALD’S: “CHAK DE! INDIA’S” WINNING FAST-FOOD MOMENT-
in an iconic scene Shah Rukh Khans character treated the girls to a McDonald's feast. It wasn't just a simple meal; it was an endorsement of the scrumptious McDonalds burgers. In Chak De India the victory on the field was accompanied by a taste of McDonalds blending sport and indulgence seamlessly.
4.CHUP CHUP KE: WHERE TIDE GOT A CLEAN BREAK IN BOLLYWOOD-
In this delightful film, Tide was featured in numerous scenes , discreetly promoting its products. The result? A surge in Tide sales post the movies release showcasing the power of well executed product placement.
Ad Wars: Traditional Advertising vs. Product Placement – Which Wins the ROI Battle?
In the fast-paced world of marketing, brands are constantly trying to answer one question: Where should we spend our money to get the most bang for our buck? The stage is set. In one corner, we have the tried-and-true heavyweight: Traditional Advertising—flashy, direct, and hard-hitting. In the other corner, a rising star that knows how to blend in and play it cool: Product Placement—the quiet, subtle operator weaving brands into the very fabric of entertainment.
When you think of traditional advertising, picture the classics—those larger-than-life TV commercials, print ads that cover entire magazine pages, and those catchy jingles like those of vicco turmeric Ayurveda cream, Everest masala, wheel washing powder etc. which you can't get out of your head. It's a full-frontal assault designed to hit you with a brand’s message when you're at your most relaxed, sitting on your couch, or flipping through your favourite magazine.
Traditional ads, especially those prime-time TV spots or front-page print ads, throw brands into the spotlight. Millions can see them in just a few seconds, creating a massive impact. Traditional ads are fully scripted, choreographed, and controlled. The brand gets to say exactly what it wants, with no room for misinterpretation. However, the problem is people don’t always want to be punched in the face with ads. Enter DVRs, ad-blockers, and the "skip" button. Viewers have become masters at dodging commercials.
Then there’s product placement—the smooth operator that doesn’t scream for attention but rather sidles up next to you while you’re lost in your favourite movie or show. It doesn’t interrupt—it integrates. Product placement is the art of slipping into the viewer’s subconscious. It doesn’t scream, "Buy me!" Instead, it whispers, "You need this in your life." It's advertising without feeling like advertising. Forget ad-blockers and "skip" buttons. Product placement is part of the show or movie, so there’s no dodging it. You’re engaged, immersed, and the product is just there.
Product placement is more like planting seeds than throwing punches. You might not see the returns right away—this is a long-term strategy where brand building happens slowly, but steadily. Product placement can be a slow burn but a powerful one.
At the end of the day, it’s all about the brand’s goals.
Need a short-term knockout? Traditional advertising delivers that fast, powerful ROI.
Want to build lasting, emotional connections? Product placement plays the long game, embedding your brand into the cultural zeitgeist.
Conclusion - Does Product Placement Work?
Absolutely! While there can be negative backlash (like Spider-Man using Bing as his search engine of choice), most product placement can go unnoticed. Many audience members actually prefer to see real products rather than fake brands. In the end, it also benefits the movie itself by bringing in extra money for production or advertising.
Comments