Product Placements in Teleserials

Product Placements in Tele Serials

Product Placement is the practice of including a Brand name/ signage product/ package or trademark merchandise within a Motion picture Television other media vehicles for increasing memorability of the brand and for instant recognition at point of purchase. Placements can be done in a subtle way and can act at the sub luminal or sub conscious level. When done in Tele-serials it is also known as Product Integration.


Marketers think it is cost-efficient, pay once and keeps reaping the benefits at every show or repeat telecast of serial, or every time the viewers talk about the product used by actor. Television guys think it makes a serial more realistic. Another “Greener” reason for placements is Cold cash. Main difference between a Product Integration and Advertisement lies in the level of on face exposure and it acts as a secondary reminder medium as against advertising which is the primary medium.

Types of Product placement

1. Passive product placement

2. Active product placement

3. Hyperactive product placement



Product placement is not quite as widespread in TV as it is in the movies, but it is a rapidly growing industry. It has to share its advertising space with traditional advertising, also known as the 30-second spot. Eg Motorola handsets on the desk of Indian Idol Judges. Product Placement in films was sparked with the success of Reece’s Pieces placement in Extra terrestrial. There are different benefits for an integration which is done in movies or television viz. films is high on reach-ability given the global audience whereas in TV offers a relatively more 'controllable' medium than films.



Mantras for Product Placement

• Mantra 1 – Natural Fit

• Mantra 2 – Advertainment / Experiential Entertainment

• Mantra 3 – The “Aha” Moment

• Mantra 4 - 360° Association

• Mantra 5 – Creating with Creators

• Mantra 6 – Connecting ‘Stars-Brands-Aspiration’

• Mantra 7 – Long Term Investment

• Mantra 8 – It’s not just about money honey

Placement procedure explains the various steps and parties viz. advertisers, broadcasters, agencies etc. that are involved for an integration to take place.There are various metric measures to measure the effectiveness of product placement viz. TAM, Media E2E etc. To measure effectiveness, measurement should be done using qualitative as well as quantitative measures.

Problems associated with PP

1. Lack of Artistic integrity

2. AD-Blindness

3. Difficult to measure ROI etc

Forms of Product Placement

1. Virtual Product Placements

2. AFP (Advertiser Funded Program)

3. Consumer Generated Media & amp; Product Linking

Future Roadmap

The concept of placements is very promising however it is like stem cells which need to be grown and nurtured if you want to make something of them. Product placement has to go beyond a mere 10-second shot or even a 5-minute exposure on the silver screen.


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