In-Film Branding has become a part of our film industry now a days and it gives a fair amount of income to films when it is done properly and professionally. The best example we saw recently was the film ‘I’ directed by Shankar in which many product advertisements were placed in the film without giving the feel of an advertisement but at the same time works as an advertisement. But that source of income cannot be taken for granted. On this issue we have producer Santhosh Kottayi talking more about the subject.

According to Santhosh Kottayi, It is a big blunder to consider that any income or business that comes from ‘In-Film Branding’ or product placing as revenue when one plans about making a movie in our industry. This experienced producer says that many upcoming and young film makers in our industry consider this ‘in-film branding’ or marketing a great source of income for the film in a business perspective.

Santhosh Kottayi says that if there is an income which comes from this type of marketing we should only take it as an incentive and nothing more than that and we can never plan a film by considering it as a sure source of income. Because there is not much brands in our state or outside who is eager to market or promote their product through this method of marketing. There is various reasons for that and first one may be the low confidence that, in our industry it cannot be possible.

Many have not much confidence in our industry and the second reason connects with the first reason here as when the promotion possibilities available through other medias is so strong then why one should go for an ‘In-film branding’ on which they don’t have much trust or confidence in. There are also incidents in which the filmmakers are not able to deliver what the client wants from their brand.

Some says that the lack of professional manners or approach while dealing with big brands is the main reason they are staying away from our industry but according to Santhosh the main reason is that no one is really looking forward to get their product marketed through movies when they have lots of other ways to do it effectively. He also advises the young and upcoming filmmakers and financiers that if someone tries to lure you by saying about this method please don’t give much seriousness to that and take it easy,says Santhosh Kottayi.

Santhosh Kottayi is a film producer and founders of the Finecut Entertainments Private Ltd, the first ever production house works with crowd funding method in Kerala. This man who is the managing director of Finecut, this new age production house which has brought the innovative equity in crowd funding concept to Indian Cinema.