Aaj Tak featured regularly movies Satya and Company whenever a news scene was depicted in the movie. Even in India there have been numerous examples of brand placements. James Bond's Die Another Day shows 40 products. Although the number of the brands advertised in movies is much below the western standards. More and more movies today have product placements. Information about product/services along with the logos of the brands was provided on the ticker during news bulletins.
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CMS Media Lab analysis shows that the ticker which scrolls on the lower part of the TV screen was the most popular location. Telecom brands were the most frequently advertised in the news bulletins/programmes. CMS Media Lab monitoring for the week January 30 February 5 shows that on an average 5-11 brands had advertised in the news bulletins. Now even news channels have started seeking in-programme advertisements. Certain programmes like Khulja Sim Sim and Jeeto Chappar Phaad Ke provided an excellent platform for the products to be displayed. Game show formats presented an excellent opportunity for the marketers/advertisers to display their products. 50:50, a leading biscuit brand, interestingly popped on to the screen whenever a decision was refereed to the third umpire. Sports channels were the early innovators with brands shown on the cheques presented to winner/man of the match and also on the backdrop of post match press conference. Slowly marketers adopted this approach to promote their brands. Recently, Tulsi of Kyunki Saas Bhi Kabhi Thi was promoting oral rehydration salts (ORS) at the behest of Unicef. One of the first attempts at in-programme advertising was in the development space where social messages were woven into the storyline of the soaps. In-programme advertising in India is in the early stage of experimentation when compared to the western counties. These trends put together prompted agencies to come up with innovative solutions.
Thirdly, marketers are increasingly demanding more bang for buck from the agencies. Secondly it has been noticed that in the last of couple of years TRPs of ad breaks had declined. This has resulted in tremendous advertising clutter. Moreover, the bulk of advertising is limited to few popular TV channels. Although the number of television channels has increased in the last decade from under 50 to over 200 today, the number of advertisers has grown much more rapidly. More than 13,000 brands advertised on TV in 2004-05 as against a mere 2,154 brands a decade ago. This is precisely the scenario in case of Indian television. Imagine 13,000 people shouting to attract your attention. In-programme advertising is increasingly being used
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