Gargling with Pepsi. Putting a value on placement

Julie Petersen and Atul Phadnis

The marketing opportunities available to the advertising and media industry have increased greatly over the past decade.

Gargling with Pepsi

Putting a Value on Placement

Atul PhadnisTAM Media Research, India

Julie PetersenSTAR Group Ltd., Hong Kong SAR

INTRODUCTION

The title of our paper is inspired by an Indian Film titled Dil To Pagal Hai or Crazy Hearts. In one of the scenes the lead actor wakes up in the morning, finds a can of Pepsi beside his bed and gargles with it! You can hear the gasps and chuckles in the movie theatre. A perfect example of an 'in context' product placement, delivered with high impact. Gradually, on TV too, brands...

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