The shaadi.com branding in the movie Metro was pretty good – ensuring almost all brand messages come through. To start with the boy ( ok ok, man) and girl talking about the number of options each have evaluated to date ( presumably thru Shaadi.com). It is 12 in her case and 28! in his. For the spouse starved boys and girls – the message is clear, internet’s the way out. The girl initially rejects the guy as she sees him as boorish – but later when he is about to get married to a girl chosen by his mother ( the "other route") – she comes back into the picture and shaadi.com wins over the traditional matchmaking system. The message, it is a lot more exciting way to find a mate. He is always propounding the values of an arranged marriage – something I guess shaadi.com is all about. I guess,in-film branding is really coming of age. I am sure the director or the screenplay guy has a connection with advertising.
The branding part apart, the movie is just not quite there. Too many stories all running concurrently, but nothing dramatic to say in each one. ‘Less is more’ message seems to have been missed by the filmmakers. The net result are shallow tales that don’t really convince and somehow ring false.
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Agree with your view- Infilm advertising is catching up but my fear is before reaching a maturity stage Is it falling? Too many jokers using this vehicle for the sake of using and calling "innovative connect"! I see very few where real connection happens and the brand is really activated! To add to confusion it still work on Gutt! No science behind measuring impact! I am sure it need a long way to go before consumer really gets irritated with carpet bombing! Balu
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