'Fashion' earns Rs.85 mn from in-film advertising
Mumbai, Oct 16 (IANS) His forthcoming film 'Fashion' has got an 'A' certificate that may limit his audience size, but director-producer Madhur Bhandarkar has some reason to smile - of the Rs.220 million investment in the movie, it has already earned as much as Rs.85 million (Rs.8.5 crores) from in-film advertisement alone.
A co-production of UTV Motion Pictures and Bhandarkar Entertainment, 'Fashion' has six prestigious brand placements - clothing brands Kimaya and Reebok, Lenovo laptop, Sunsilk shampoo, Cellucom and LG Electronics.
'The brands have been chosen carefully so they are relevant to the scenes where they will be displayed, without causing a jarring note,' said a UTV marketing executive.
'Fashion', which stars Priyanka Chopra, Kangana Ranaut, Mugdha Godse and Arjan Bajwa, is set to release Oct 29.
In-film advertising has been gaining momentum in Bollywood. The sole reason is that while the products get visibility at a premium price, serving the purpose of their advertisers, filmmakers also earn handsome revenues by letting the brands get screen space in movies.
According to reports, film placements are currently raking in anything between Rs.500,000 to Rs.50 million for the producers.
'The advertising agencies have of late realised that product placements in movies starring Bollywood's top stars bring the brands instant visibility and it is much cheaper than hiring individual stars to endorse them,' producer Vashu Bhagnani told IANS.
But Prasoon Joshi, ad guru, lyricist and screenplay writer, says that in-film advertising will not affect the trend of stars endorsing brands.
'In-film advertising, of course, is not going to do away with brand endorsements by stars. The strategy of placing some select brands in movies is to give them an additional marketing push, even though the stars featuring them may not be directly endorsing these brands,' Prasoon told IANS.
Some well-known advertising agencies have recently set up separate units to handle on-screen advertising in movies and television programmes.
While Mudra Max and Madison Mates, for example, have just forayed into on-screen advertising full time, Leo Entertainment is already earning profits this way.
It earned rich dividends from films such as 'Kaante', 'Raju Chacha' and 'Yeh Kya Ho Raha Hai' where it leveraged brands such as Coca-Cola, Thums Up, Maaza, Provogue, Castrol, Tata Tea and Blowplast.
Earlier, UB Group was associated with films like Raveena Tandon-starrer 'Stumped'. Similarly, Vivek Oberoi-Diya Mirza's 'Dum' featured McDowell's Bagpiper, and the group's strong beer, Zingaro, appeared in Pooja Bhatt's 'Jism'.
Brands like mouth freshener Paas Paas and Coca-Cola were noticed in Subhash Ghai's 'Yaadein' and Nerolac paint and Western Union Money Transfer in Mahesh Manjrekar's Amitabh Bachchan and Sanjay Dutt starrer 'Viruddh'. Eros Jewellery, Nerolac Paints, Taj Mahal Tea, Seagrams and the Audi A6 luxury sedan were seen in Ravi Chopra's 'Baabul'.
On an average, 25 percent of Bollywood movies employ branded entertainment, according to Sanjay Bhutiani, business head of B.R. Films.
Prasoon, however, added that there is a difference between on-screen brand placement and brand integration.
'Displaying a brand in the manner of a backdrop of a scene is passe. The brand has to get integrated into the script, so that it becomes a part of a scene and is not seen as an intruder,' the ad man said.
Fashion hindi movie review
Xcuse Me Hindi Movie Review
Courtesy Rajshri.com
Plot: Chantu and Bantu are unemployed, and are able to get any employment due to lack of experience. They come across an advertisement for hotel management trainees in Goa, and make their way there. Once there, they hoodwink the trainer by posing as the nephew of the owner of the hotel, and thus enroll themselves in the training course. They set about making enemies by exposing several employees and guests, and earning their wrath, and in the process end up wooing the daughters of the two owners of the hotel. Things turn sore for the two, when the guests and former employees get together to avenge their humiliation
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Watch Kurbaan online- Review
Karan Jauhar is known to be producing/directing emotional sentimental movies but with Kurabaan he is set to break that image and venturing into a thriller.
Kurbaan is also directorial debut for Rensil D’Silva who is co-story writer of the movie apart from cinematographer.
Kurbaan is about a story of a woman Avantika (Played by gorgeous Kareena) who has returned from US after losing her father in a cardiac arrest.
Back in Delhi, she meets Ehsaan Khan (Saif Ali Khan), their love blossoms and they get married. Avantika after getting married to Ehsaan returns to US for the assignment and Ehsaan accompanies her.
In US they buy house and starts living in Desi neighbourhood and meet some of the Indians and Pakis. One day one of the Muslim neighbours,on pretext of meeting, informs Avantika that something is fishy around here and it is not what it seems. She warns Avantika that she is being used. What follows next is, chain of events and Avantika realises that she is sucked in a danger, intrigue, and conspiracy. Now she is on her own and nobody to trust upon.
Movie also stars Vivek Oberio as a journalist and Dia Mirza.
Karan Jauhar has given us consecutive hits in "Dostana" and "Wake up Sid" and hoping for hatrick.
This movie has its own share of controversies. A lot has been said and discussed about intimate scenes between Saif and Kareena. Movie also
seems to have some inspiration from recently released New York starring John,Katrina and Neil Mukesh.
Movie is shot in Philadelphia ,Brooklyn and India and releasing on 20th Nov.
Producer
Karan Johar
Hiroo Johar
Director
Rensil D’Silva
Star Cast
Saif Ali Khan
Kareena Kapoor
Vivek Oberoi
Dia Mirza
Kirron Kher
Om Puri
Music Director
Salim Merchant
Sulaiman Merchant
Shankar Mahadevan
Ehsaan Noorani
Loy Mendonca
Cinematography
Hemant Chaturvedi
Screenplay
Rensil D’Silva
Story / Writer
Karan Johar
Rensil D’Silva
