The Diwali release, Happy New Year has set a record for being the fastest film to achieve Rs 100 crore box office collection. For this reason, the film has created a record in the Indian film industry for its in-film product placement earning that is estimated to have generated Rs 20 crore from over 20 brands including Lenovo, Nokia, Renault Duster, Tommy Hilfiger, Hitachi, Puma, Microsoft, Baskin Robbins, Marriott, Atlantis, Groupon, Lux Cozy, Videocon and Mad Over Donuts.
This concept of placing brands within a movie has been followed in the recent years with several heavy budget movies including Singham Returns, Kick and Krrish 3 featuring some brands in them.
When it comes to earnings generated from brands, industry sources reveal that Happy New Year is the clear winner by pocketing nearly Rs 30 crore in terms of kind, cash and media spends to endorse the movie. The movie has managed to surpass the record bagged by Ra.One starred by Shah Rukh Khan with an estimated Rs 20 crore revenue from the same means.
Regarding this new trend, Vinit Karnik, National Director of Sports and Live Events at media buying agency GroupM ESP stated that brands are looking at the entertainment industry as a platform to communicate to the consumers. The trend has progressed to such an extent that the film makers are integrating brands in their movies making them a part of the storyline. For instance, Lenovo’s HD computers and tablets occupy a role in Happy New Year.
As per the estimates, there are over 200 brand associations with movies inIndiaper year, but they associate only with 10 to 15 top films. Each brand pays between Rs 10 lakh and Rs 50 lakh in cash and between Rs 5 lakh and Rs 5 crore in terms of media promotions, but this is based on the type of in-film placements – passive, active and hyperactive.