Could ‘Darlings’ have done its brand integrations better?

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Deodorant brand Manforce and Eva Furthermore, the condom’s appearance appeared natural and wonderfully complemented the movie’s characters and mood. According to Ishan Naman Sinha, VP strategy of Supari Studios (the content studio of Kulfi Collective), the fact that many movies are released and watched on OTT platforms contributes to the subtlety of these product placements. More people view them on their mobile devices as a result. For instance, Kama Ayurveda hair oil may be seen being used by Bhatt, who plays a young housewife living in a South Mumbai chawl, in one of the episodes. It is a high-end item with a 100 ml price tag of Rs 895. It doesn’t look nice in the character’s clothing as a result.

Other items shown in Bhatt’s little home that appeared out of place were Tide washing powder, Daawat basmati rice, Milton tiffin boxes, and Veeba ketchup.

According to Tusharr Kumar, executive vice president of OML Entertainment, companies should consider a variety of factors while evaluating their in-film/content placements. Particularly when brand integration is merely passive or visible. If the placement is natural to the situation and actively promotes audience relatability, that should be the main determining factor. The viewer can easily ignore a brand placement in an entertainment plot, continues Kumar.

The founder of Happy Lion, a Mumbai-based entertainment agency, Pranay Anthwal, claims that most companies and their creative agencies use a clear (brand) positioning lens to determine when to collaborate on a film. He does, however, add that the real issue at hand is that they (brands) also require knowledge of the film. The studios only occasionally provide brands with information; it can be simply a little scene. The entire script is never disclosed.

Anthwal argues that the real issue is that the filmmakers failed to disclose several crucial elements of the movie to brands. It should be noted that the filmmakers are also in a difficult situation and are unable to disclose the information to every other company.

Both Manforce Condom and Eva deodorant appeared natural and fit quite well with the scene and characters in the film.

The fact that many movies are released and watched on OTT platforms, according to Ishan Naman Sinha, VP strategy of Supari Studios (the content studio of Kulfi Collective), helps to the subtlety of these product placements. It results in more individuals viewing them on their mobile devices. “In order to make it look good on a mobile screen, filmmakers are redefining what they would categorize as a “close-up shot” by getting close and personal. As a result, the audience will be more aware of the product placement, which will be less subtle.

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