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| Surya’s
Swift and Kamal’s Tata Sumo!! |
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| It’s
the producer who decides |
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But
as ads begin to play an important
in various productions, we wonder
who actually decides these ad
placements? Director/actor Sundar
C answers that query by saying,
"It is usually the producer
who decides, if the ad is in
the background or is a part
of the scene. He makes a little
extra money out of it, and I
see nothing wrong in that."
Sundar C too has used in-film
ads in his films, such as Giri. |
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For
actors, the case is different
But in the case of an actor
endorsing a particular brand, the
decision falls in their court. Again
Sundar C clarifies saying, "It
completely depends on the product.
For instance, Madhavan, who is acting
my next venture, Rendu, has already
expressed his conditions on the use
of certain ads, which might clash
with some of the products he endorses."
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In-film
ads sure seem to have come a
long way, and it all depends
on how intelligently the filmmaker
and the advertiser can seamlessly
blend the ad with the film,
without taking away from the
aesthetics of the film. Says
Kishore of Hattrick, who comes
with five years of experience
in this business, "It all
depends on how cleverly one
can use various brands in the
film, and of course, they have
to gel with the script. Currently,
I am discussing with director
Saran for his film Vattaram
and with Selva for Nenjil Dil
Dil on the use of in-film ads." |
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In-film
ads work better
A common opinion shared by
producers in the industry is that
in-film ads work much better as the
advertisers enjoy a better recall
value and it works out cheaper than
producing commercials for them, even
though, as they reveal, actors sometime
decline from delivering dialogues
that promote a product. |
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But
a Maruti Udyog spokesperson
begs to differ about the financial
aspects of in-film ads. "While
it is true that we do get great
mileage through the use of brands
intelligently in cinema, it
is still only a brand building
exercise and cannot be compared
with the production of commercials.
Both serve different purposes
and both are indispensable for
us. So there really is no scenario
where we save money on commercials."
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Whatever
the arguments, in-film ads are here
to stay, whether for better or for
worse is yet to be seen. Literally! |
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