With an all-round attack on advertisements, the advertisers have found a safe and secure path of in-program advertising to convey their message. Viewers don't even realize that they are watching an ad during the program, but suddenly recall the brand as it is hidden in their subconscious. This article deals with various featured in-program advertisements and also the different ways of advertising to lure the customers.

How many ads do you remember from Indian Idol? Pass? Now, how many brands do you know have been associated with the program? The answer would be instant, i.e. Nokia, Airtel, ICICI Bank, Lays and Pepsi. All were promoted by Mini Mathur and Aman Yatin Verma during the program. Gone are the days when advertisers were running after space during the break time. There are over 13,000 ads that are being telecast on TV, but how many are being recalled by the viewers? The figure was only 4,000 commercials during 1994. Thus, the days have changed and a new style of commercials called "In-program Advertising" have come to the limelight. The In-program Advertising are the non-personal ads within the storyline of the opera by an identified sponsor.

The spectrum of in-program has not been confined only to TV. It has diluted its concentration towards FM radios, one-day cricket and award functions, etc. It will be prominent to say that viewers watching an ad do not even realize that they are watching and even getting influenced by it. The usage of in-program placement is commercial which is unavoidable by the audience. Formerly, the commercial breaks were the moments to surf other TV channels. But creativity has no bars; it has resulted in in-program advertisements. The placements during the program have efficiency, better brand recall, and association with mega program. The promotions during the programs can be bifurcated as follows: Product Promotion like ICICI Bank, Lays, Nokia, Airtel, etc.; Social Promotions like awareness about ORS during Kyun Ki Saas Bhi Kabhi Bahu Thi (KSBKBT) or Sanjivani, the Medical Boon; Promotion of forthcoming programs like KavyAnjali, Desh Mein Nikla Hoga Chand, etc.; Commercially formatted programs like Khulja Sim Sim, Tol Mol Ke Bol, etc.

Advertising Express Magazine, In-program Advertisements, World of Advertising, Balaji Productions, Television Network, ICICI Bank, In-program Advertising, TRP Ratings, Cable Television Network, FM Radios, TRP-rated Programs, Balaji Production House, Social Promotions.