Television advertising has taken a different dimension in recent years. TV commercials are no more the only way to advertise. Innovative ideas have started beaming and showing up on the TV channels airtime/media space. Ads can be seen as a banner on the screen or as a brand concept with the tele-commercials; 50:50 Chutkule time in Star One's `Laughter Challenge' is a case in point. The present article throws light on product placement in Indian television serials a brief introduction of product placement and its process positive and negative sides of the in-serial product placement and related issues

You might have surely come across women flaunting necklaces similar to what Tulsi wore on her son's wedding in Kyunki Saas Bhi Kabhi Bahu Thi (KSBKBT) or a saree draped by Prerna Basu aka Bajaj in Kasuati! The small screen has created certain trends and has a huge populace ready to imitate them. Taking a cue from here advertisers have made a very pertinent innovation to lure the audience via the saas-bahu route. On a more jargonistic note the concept of in-tele serials product/brand placements has arrived and got noticed.

Product placement basically refers to endorsing or placing a brand through plays (theater) videos games music videos movies or television serials for promotion. Scripts are written in such a way that when one showcases the desired brand it will look natural. It is done by way of making special mention in the programs placement of logo or may be a shot of that particular brand.

It is not a recent phenomenon. Cinema has exploited it well before it made a foray into our living rooms. Movies have been used as the most popular platform for product placement. Showman Subhash Ghai's Yaadein showcased brands like Pass-pass and Coca-Cola. But recall the Rishi Kapoor starrer Karz by the same filmmaker which had an entire song sequence with the Emami banner at the backdrop. Likewise we have witnessed so many brands like ICICI Yamaha Pepsi Lays in movies Aakhein Baghban Dhoom Khushi and Krissh respectively.

Advertising Express Magazine, Product Placement in TV Serials, Television Advertising, Integrated Marketing Communication, IMC, Brand Management, Marketing Budget Plan, Market Segment, Media Business, Brand Placement, Advertising Strategies, Marketing Management, Marketing Channels, Marketing Communications.