Product placement, commonly known as in-film branding, is a marketing tool where references to specific brands or products are incorporated into films to promote that product. This is done by showing it on the screen where ever possible and is done for a price.

This product promotion is also used in promoting a film through partnering with a product. Most movies do this in the form of hoardings, newspaper advertisements, and tv spots.

The most common products used are automobiles, consumer items, apparel with a specific brand on display. Like using special atta to make chapati at home, riding a particular brand of a scooter (3 idiots), or drinking a specific drink every day. (Anukokunda Oka Roju, the actor Jagapati Babu, is seen carrying a pack of Real juice almost all the time he appeared on screen) or Using clothes of a particular brand (the hero of Kalavaramaye Madilo using a particular brand) Or using clothes of a specific brand by the whole cast of a particular film (Happy days). Placements sometimes can be mentioned at the end of the film, sometimes sound-only or visual-only, or a combination of both.

There is no rule that the producer always takes money to showcase a product. They may also take the product as a prop for the entire film for free, which otherwise would cost the producer a lot of money to hire, like an expensive car, star hotel, or a holiday resort, or some expensive garments or jewelry.

The art director who is responsible for gathering props for the film contacts the product companies directly or through their advertising agencies.  

A film with a star value is expected to reach massive audiences. Therefore, it automatically attracts marketers to promote the products they represent. Still, small films can also explore this space in these new times.

Since most film watchers today are below the age group of 40, most small films are made keeping them in mind. Therefore, carmakers, phone makers, bike makers, food and beverage makers, and every such product that wants to target them can associate with these movies and woo these audiences.

In-film placements or products have a huge market ready to explore. Since Brands expect high visibility, and since the traditional methods of promotions are changing. This is the right time to tap the potential; writers, directors, and production houses should take advantage of this situation and make that extra 15,20% revenue generated if this marketing is used.

In fact, in-film branding helps to reduce films' publicity budgets by a minimum of 15%.

If the product is appropriately integrated into the film, the product manufacturer can also cut costs on different spots for advertising. By this, they can also avoid people shuffling through channels every time an advertisement spot comes in a film.

This is a win-win situation for the product manufacturer and the producers. In addition, many experts believe that film branding can be the most cost-effective way of reaching out to the target audiences if done well.

It is well known in advertising circles that Brands are now seriously looking at film branding opportunities regularly.

Sometimes, brands do promotional activity in association with the production company, where they get to use movie characters or clippings to run their own advertisement, which also helps movies to get publicity and save on their marketing budgets. They can also sell promotional Merchandise (Jurassic park, He-man, spider-man, Terminator series, Toy Story series, including movies like Baahubali and others, used them).

This is not a new trend, but it has gained massive importance in recent years, making it a billion-dollar industry.

Brands are always looking to make consumers remember their names, products, and services. As a result, in-film brand placement emerged as a successful avenue to gain attention from consumers.

It is not just in-film that brands target while tying up with films. For example, today, all big banner movies are marketed heavily, so the brands associated with the movie are promoted too.

One person who is ahead in this game is actor Amir khan. His visibility in the print and television medium increases when his film is ready for release. For example, a fashion show was organized to promote the movie Ghajini and Aamir Khan walked the ramp in Van Heusen's customized attire for the film.

The pandemic has reduced the number of movies being released in theatres. The few that manage to reach theatres have a meager audience presence and low shelf life. As a result, most audiences have shifted to smartphones, tablets, and TVs to safely watch these movies on OTT platforms at home.

Since the market is ready to be explored, it is the turn of the creative departments of film writers, directors, and production houses to create scripts and scenes to incorporate various products into their stories.