Indian brands, which have so far flirted with this medium had to be dependent on execution of production for intelligent visibility within film and TV content.
Technology will integrate brands into video content, even after film’s production
MUMBAI: Nothing is too late for embedded advertising, it seems.
Indian brands, which have so far flirted with this medium — known as in-film product placements — had to be dependent on execution of production for intelligent visibility within film and TV content.
The process of embedding the brand will now be done digitally in India, thanks to a proprietary technology ZoneSense, owned by UK-based embedded advertising agency MirriAd.
The company has exclusively tied up with P9 Integrated, the film marketing company from the Percept Holdings stable to provide its services in India.
While product-placements are a $7 billion industry globally, MirriAd’s entry into India comes at a time when advertisers are looking at the country’s booming entertainment landscape for branding opportunities.
ZoneSense will help integration of a product into film or television content in a digital manner, during the post-production process. Time will be the differentiator here — being digitally done, the technology will allow marketers to include a product even at the last moment, say even a few days prior to the film’s release.
This means, film makers will now have the leisure to associate and select the brand, post the film’s shoot and need not worry during the production stages.
Mark Popkiewicz, CEO, MirriAd, said: “For very long when product placements came into practice, brands would have no idea how they are going to put up in the film and how seamlessly it will integrate with the content. Our technology works digitally and the brand gets embedded in a seamless manner.”
c_arcopol@dnaindia.net
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