Product placement peaked in the 90s; we just didn’t notice it until now

New Delhi: Brand placement is not a new phenomenon, and the recent online buzz created by the Salman Khan and Revathi-starring song, ‘We are made for each other,’ from the 1991 film Love, proves it.

The song does not take a subtle route when it comes to brand placement. Several brand names are incorporated into the song lyrics by lyricist Majrooh Sultanpuri.

The song is a dream sequence wherein the lead actress, Revathi, imagines herself in a garden, along with Salman Khan. They are surrounded by brands and become a part of the lead pair’s romance.

The song’s lyrics, like “Pahan ke sajungi main garden ki sadi balam tere pyar me pahnunga, suiting vimal ki sanam,” “Dekh dekh ek duje ko muskayenge, Colgate se phir humare daant chamchamayenge,” and “Hum mahakte phirenge old spice ki mahak se, Nivea lagake hum kya lagenge tujhe sanam,” make brands a part of the music.

Numerous brands, including Vimal, Colgate, Nivea, Old Spice, among others, are mentioned in the song. Additionally, the actress’s name in the movie is Maggie.

Social media users commented, “I am quite surprised that people did not register it over the years! Bhoi did it way before the brand placement was part of the advertising budget. That too, none of the brands (probably) utilised it back then to promote the campaign. If this were done today, everybody would have hogged the limelight on social media.”

Another user said, “When Salman meets Revathi the first time, he’s wearing a white shirt, and a VO kicks in - Rin! safedi ke chamkar zyada!! Later in the film, Salman’s music teacher, a drunk Amjad Khan, opens Pan Parag and sings that jingle! There’s one scene where Revathi asks the guard, ‘Movie Shuru hi gayi?’ The guard replies, ‘Nahi Abhi ads a rahe hai…and she goes Ads! Jaldi chalo!’ The guard be like, kamaal hai! Aajkal log ads dekhne aatey hai!”