I recently watched the new pepy flick "Luv Ka The End" by Yash Raj Films and was amazed at how numerous brands were promoted in the movie within the storyline itself. The movie revolves around a girl (and her bunch of friends) who falls in love with a rich boy.. boy cheats girl.. girl seeks revenge instead of locking herself in d room and wasting tears.. Thats pretty much the crux of the movie.
It starts off with the rich boy flaunting his dad owned Jaguar. Mentos, a popular youth brand of confectionary, where the lead actress of the movie gets an offer for a Mentos ad causing ripples in her social circle. When she realizes that her boyfriend is cheating on her, she decides to get even with him and comes up with innovative ideas (Dimaag ki batti jala de- Mentos tagline) to bring him down. Next comes Onida mobile phones. All the characters in the movie are shown carrying Onida mobile phones and it was ensured that the brand name is clearly in the visible range. The extensive use of video calls via 3G flaunts the fact that Onida is out with 3G mobiles. Its doesnt ends here. Cosmetic giant LAKME was also promoted in the movie where street smart girls turn into Diva's by applying Lakme make up. The movie also promotes "Love Bird" restaurant and bar in Juhu, Mumbai with a peppy item number by the lead actor (the rich brat). There was a repetetive mention of a posh Thai restaurant (name of which I cannot recall) where the rich boys goes out on a date. There were mentions of famous tattoo artist (Pali Hill), fashion brands like Diesel, Aldo etc.
This practice of indirectly publicizing a product through movies and TV shows is popularly known as Covert advertising. The actress in the film or the TV show may be shown to be using a particular brand of clothes or cosmetics; a particular restaurant or company may be shot so that the company name appears in the scene. The audiences watching the show or the movie are sure to notice the name advertised, thus contributing to the promotion of the product showcased. The brands used "Luv ka the end" a new youth movie as a mode of promoting products that the youth associates itself with the most - fashion, technology, hang out places. A perfect platform for covert advertising... hmm I did learn something from this brainless movie.
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