Why brand integrations in films, web series and TV shows have become the new black

When it comes to brand integrations or placements in content, the concept itself is not a foreign phenomenon that Indian brands have picked up recently. However, what’s notable in this case is the number of brands being subtly integrated into the content or storyline of movies, web series and even TV shows.

If you remember some of the very prominent movies from the 2000s which garnered quite a few eyeballs and became a part of the childhood of many, you’d be startled to notice that some movies were actually branded content, like Mere Dad ki Maruti (Maruti Suzuki) and Barbie (Mettle).

In fact, over the past two decades, there have been many brands who have resorted to  integrating themselves in certain scenes or sections of movies like Baghban (Tata Tea), Chup Chup Ke (Tide), Krrish (Bournvita), Bhaag Milkha Bhaag (Royal Enfield), Chak De India (McDonald’s), Chennai Express (Nokia), %3D" target="_blank" rel="noopener">Yeh Jawaani Hai Deewani (MakeMyTrip), Ki and Ka (Saffola Active), Phir Hera Pheri (Dominos), Zindagi Na Milegi Dobara (Mountain Dew) and %3D%3D" target="_blank" rel="noopener">Ta Ra Rum Pum (Chevrolet) amongst many others.

So much so, it was in 2023 that some of the hit movies from the Indian cinema like Jawan, Animal, Rocky Aur Rani Kii Prem Kahaani, Tu Jhoothi Main Makkaar, Kho Gaye Hum Kahaan, etc. had not just one but multiple brand integrations and brand placements during the plot.

While it was the subtle placements of Asian Paints Royale Glitz and Godrej Security Solutions that made their way into Jawan; automobile brands like Mercedes, Jeep and Rolls Royce shared screen time in Animal; names like Big Boy Toys and Bigg Boss found their mention in Rocky Aur Rani Kii Prem Kahaani; and Jio, Oreo, Cadbury 5 Star, Vivo, Nando’s, Mercedes, Paytm, Marks and Spencer, Bluestone, Aldo, Jeep, etc. in Tu Jhoothi Mai Makkaar

Similarly, towards the end of 2023, brands like Tinder, Zomato, Whey Protein, Nike, etc. shared the screentime with the cast of Kho Gaye Hum Kahaan.

When it comes to web series which were released on OTTs in the past couple of years, it is evident that while Amazon MiniTV has become a home for all things entertainment that also happens to be branded content, various brands found their match in Move In With Malaika (Lotus Herbals, Lakme, Natural Diamonds Council, Dyson and Evocus), Four More Shots Please (BMW, Punjab Grill and Grand Hyatt), etc.

Shradha Agarwal

As per Shradha Agarwal, Co-Founder and CEO, Grapes, brands are leveraging creativity and relevance to fit into entertainment media such as movies or series smoothly without hindering the flow of the content due to the shift in media models and changes in how people consume content these days.

“Speaking of opportunities in streaming content for brand integrations, it involves a strategic evaluation of the alignment between the brand and the content’s relevance, target audience, and overall narrative. The short-term objectives focus on immediate brand visibility and resonance with the audience, while the long-term goals focus on brand recall and loyalty,” she pointed out.

With this, she also shared the example of an Amazon Prime Originals- ‘Made in Heaven’ wherein many brands like Sabyasachi, Zomato, MG Motors, etc. were integrated seamlessly with the content.

“The show received a lot of attention for being the match for all top brands, creating an impact for both the brand and content,” she added.

Moving on, she also pointed out that it is via this storytelling approach that brands can seamlessly integrate with content in a way that it doesn't disrupt the audience's experience, providing a subtle yet impactful way to build brand connection with the viewers.

To her, what seems a significant challenge when adopting this approach is of striking a careful balance between introducing the brand organically into the narrative and not coming across as forced or intrusive. 

“Another challenge is making sure the integration is in line with the content's context and values. However, 2Cs (communication and collaboration) are crucial for overcoming these challenges. For the brand to integrate organically, an in-depth knowledge of the story, characters, and audience preferences is vital,” she opined.

Mitesh Kothari

According to Mitesh Kothari, Co-Founder and Chief Creative Officer, White Rivers Media, evolving from jarring placements to immersive narratives, the future of brand integrations is organic storytelling.

In his views, streaming offers a vibrant canvas for brands to seamlessly weave into narratives, not just sponsor them and this genuine approach builds deeper connections with viewers and goes way beyond pursuing the next shiny trend.

“Our campaigns for Shark Tank India exemplify this by weaving brands into the entrepreneurial journey, sparking conversations and building trust. It's not just about eyeballs, it's about engaging hearts and minds. This resonates with India's diverse audience, where tailored narratives connect across regions and demographics,” he added.

Shivani Kamdar

As per Shivani Kamdar, Associate Creative Director, SoCheers, as well, branded content, which rocketed to prominence during the pandemic's OTT boom, continues to be a game-changer. It seamlessly connects brands, streaming platforms, and viewers, creating immersive communication without ad breaks. No wonder big brands are changing the narrative through in-movie/in-show integrations.

“Think of Netflix's ‘The Archies’ collaboration with boAt and Starbucks. The target audience overlap was perfect, streaming them into relevant conversations. Remember Mahindra in Zee5's ‘Abhay’? Their screen time could rival Kunal Khemu’s! Automobiles often blend seamlessly, feeling like natural script elements. Brands today leverage in-streaming opportunities’ diverse formats to showcase their intangible qualities,” she added.

With this, she also highlighted that some brands have taken this entire landscape further by collaborating at a larger level such as Unacademy for ‘Kota Factory’, Too Yumm! for ‘Inside Edge 2’ – these partnerships create massive brand recall, as their branding permeates every asset.

Kamdar also opined that branded content is a fantastic awareness and recall builder, as long as the avenues and integration are relevant because when done well, it can spark social chatter and impressions, but the conversion/sales translation might be subtler.

“I wouldn't buy a Mahindra just because I saw it perform stunts; for me, it was an integration, for others, just a car,” she chuffed.

Having said that, she also mentioned that the future of brand and entertainment together, looks exciting to her as interactive integrations, influencer collaborations within platforms – branded content is constantly evolving.

“While brands track engagement, impressions, and sentiment, attribution modeling helps measure effectiveness. Challenges like organic integration and ROI measurement exist, but creative solutions and ethical brand messaging are key. Hence, branded content in streaming platforms isn't just a fad; it's a powerful tool for brands to connect and engage, and its future only seems brighter,” she highlighted.

When BestMediaInfo.com spoke to others in the industry on what’s fuelling the number of brands being placed or integrated with entertainment content, many emphasised that this symbiotic relationship between entertainment and brands is not merely a fleeting trend; it's a strategic alliance, fueled by multiple factors that extend beyond mere product placements including targeted advertising in disguise, creating memorable and engaging narratives, building brand relatability and affinity with audiences, etc.