Thanks to my job, I need to keep updated on Luxury marketing and innovations that are taking shape there. So this morning I was reading an article on how luxury brands are taking to in-film promotions – particularly for regional films. Increasingly, regional (rather, rural folk!) are beginning to consume aspirational brands which were earlier associated with urban folk.
HUL (Hindustan Unilever Limited) has gone a step further than in-film product placement. In the recently released movie, Chillar Party, the movie actually starts (or so one thinks), in a classroom setting with school kids playing pranks on each other. The teacher enters and sees a couple of kids with dirty uniforms. Needless to say, the ad concludes with the (now!) legendary “Daag Achhe Hain” campaign. Wonder if this is a case of in-film placement or a pre-film placement.
Incidentally, the legendary campaign was created by Lowe Lintas and R Balki (Chairman and Chief Creative Officer, Lowe Lintas, India) is widely credited with the campaign. Balki, of course, has himself directed 2 bollywood movies – Cheeni Kum and Paa. I attended a very engaging talk by him when he was down at IIM Lucknow for a Guest Lecture session.
Aah – all these “creative types!” 🙂 .. <Sigh!>