Maybe your screen makes the iconic Tudum~ sound as you watch Emily live the life you now wish to have. Or maybe you watch the archetypal hero concept of Bae against the world. Whichever show you pick, one truth remains undeniable – your content influences you! Your late-night binges are not just feeding you swoon worthy content but also wow-worthy outfits, pizzas, gadgets and much more.
Picture this, you are binge-watching Call Me Bae, and just as Bae strikes a pose, you look at her beautiful hair and wonder what product she uses. Coincidence? Hardly! On the other hand, Emily in Paris—our favourite marketing girlie effortlessly sips coffee from what’s clearly a strategically placed café brand. And her outfits? They’re practically walking billboards for haute couture.
In today’s world, brand integration has become more than just a product’s placement—it’s part of the plot! From the designer dresses to the must-have gadgets, these shows are turning brands into key players in the plot.
The shows that released in 2024 have also been eager participants of this trend. Whether its Emily’s escapades decked out in Saint Laurent or Call Me Bae making us swoon over the latest in high-end fashion, brands are carving out their own spotlight. But it’s not just the glamorous shows—brand integration is taking centre stage in thrillers, comedies, and even reality TV, blending in so seamlessly into our binge sessions that we barely notice we’re being sold to.
So, what’s the secret sauce behind this modern-day product placement renaissance? The answer lies in clever storytelling, where brands become integral to the characters’ lives, personalities, and even the plot. With a mix of subtlety and style, they’re not just selling a product—they’re selling a lifestyle.
Amazon Prime Video, in its original series Made in Heaven Season 2, integrated renowned Indian fashion designer Sabyasachi Mukherjee’s bridal couture. Given that the show’s central protagonists were wedding planners, the integration lent itself quite naturally to the storyline.
Sonal Kabi, Director & Head – Marketing, Prime Video, India says, “Storytelling remains at the heart of our content, and everything is designed backwards to the story. Therefore, every brand integration is meticulously crafted to complement, enhance and organically assimilate with the narrative seamlessly. Similarly, in Call Me Bae, brands such as ONLY, Tresemmé, and Amazon Fashion partnered with Prime Video, seamlessly integrating their products into Bae’s vibrant lifestyle. For us, it is important that the brand fits into the world of the show or movie effortlessly; so, we make every effort to ensure that all in-show or in-movie collaborations across Originals do not hamper the viewing experience for our customers, and convey the brand proposition in the most effective way possible.”
One of the most fascinating examples of Emily in Paris is the integration of Baccarat, the luxury crystal brand. The show features a fictional perfume named ‘Heartbreak,’ which is actually available for purchase on Baccarat’s website for 410 euros. This blending of fiction and reality marks a new era in transmedia marketing strategies.
In anticipation of Netflix’s Emily in Paris, Tint Cosmetics launched an exclusive Emily in Paris collection in September. Their stunning collection includes liquid lipsticks, lip and cheek tints, lip gloss, hydrating mists, liquid eyeliners, and reusable under-eye patches.
“Tint Cosmetics has always seen the influence of fashion-forward shows like Emily in Paris in shaping the desires of our audience. These shows bring chic flavors that resonate with a large section of our customer base. While we absolutely want to satisfy this demand, we’re also committed to our core philosophy of creating hassle-free, uncomplicated makeup. Our primary focus remains on high-performance products that our audience can use daily, drawing the majority of attention. We embrace the motto, K.I.S.S (Keep it Simple, Silly), because we believe makeup should enhance without overwhelming. However, when we do take inspiration from iconic IPs like Emily in Paris, we go the extra mile to ensure that the products capture the essence of the show, making the experience feel tangible for our customers,” says a spokesperson from TINT Cosmetics.
“Content integration never really went out of fashion. The Association of Mutual Funds India (AMFI)’s tagline ‘Mutual Funds Sahi Hai’ has been used very effectively to serve all marketing needs from concept selling to brand recall. If the communication need is married well into the story with seamless integration, and it engages the intended audience at both entertainment and comprehension levels, its place in the marketing mix will keep getting enhanced, given the media and audience fragmentation around us,” says Sandeep Walunj, Chief Marketing Officer, Motilal Oswal.
“The biggest factor we usually consider is the TG (target group) fit. Brand integration isn’t a new concept — it’s been around for years. I still recall seeing Aston Martin in the James Bond films. At first, it was majorly luxury and high-end brands involved in these integrations, but with the rise of OTT content, there are now opportunities for a wider range of brands. We first assess the audience the show targets, then evaluate how the storyline and the product align, and how the brand fits into the narrative,” says Arvind Nair, Vice President – Growth, Mirum.
Neha Khullar, Head of Marketing, Kenstar, speaks on similar lines about understanding the demographic of the audience watching the content, which is critical for successful brand integration. “For example, if a brand targets metro and Tier 1 audiences with a product like masalas, integrating it into a show like MasterChef can be highly effective. When contestants and judges are shown using the masalas during food preparation, it not only fits seamlessly into the narrative but also resonates with the show’s viewers who trust the expertise and choices of culinary professionals. This kind of targeted placement ensures that the brand reaches the right audience in a way that feels natural and impactful,” she adds.
But some brands try to look beyond just alignment. “We look beyond just demographic fit and focus heavily on the authenticity of the content and the cultural relevance of its narrative. Increasingly, we’re finding that digital content produced by independent, culture-centric creators offers the kind of depth and resonance that aligns perfectly with Mansion House’s values of warmth, inclusivity, and genuine human connection. These creators tend to offer content that feels naturally woven into the cultural fabric, making the brand feel more integrated rather than like a sponsor or a forced fit,” says Ahmed Rahimtoola, Chief Marketing Officer, Tilaknagar Industries.
Talking about the challenges of brand integration, Ashish Khazanchi, Managing Partner, Enormous Brands, says, “The worst way to approach it is when it just turns into background noise, like wallpaper. If you’re not reinforcing the narrative you’re building outside of it with thematic integrity, it’s a complete flop. It becomes mere wallpaper because you’re not going to stand out as the brand of that show. With so many brands jumping on anything popular, you need to ensure there’s real engagement and value. Otherwise, it’s a missed opportunity.”
DS Group is amongst the first few companies to have started in show branding. One notable example of successful brand integration is Subhash Ghai’s film ‘Yaadein’ from the early 2000s. The film’s iconic scenes featuring Kareena Kapoor and Hrithik Roshan, coupled with the organic placement of Pass Pass, created a significant buzz and helped solidify the brands’ association with the movie’s romantic and nostalgic themes. Similarly Catch Spices were seamlessly integrated in movies like ‘Cheeni Kum’ and ‘The Shoukeens,’ while Pulse Candy is seen in the new film – ‘Ulajh.’ Recently, Catch was also on the famous culinary show – The Laughter Chef on Colors. Pulse and Catch Brands integration has also been done in the popular sitcom Bhabi Ji Ghar Par Hai.
“To assess whether a show’s audience aligns with your brand’s values and objectives, it’s crucial to understand one’s brand identity structure, including core values, target audience, and brand personality. At DS Group we have very well-defined brand identity structures and evaluate potential shows based on their theme and content, format and style, audience demographics, reach and influence, as well as reputation, brand safety, and cost-effectiveness etc. By carefully considering these factors, one can determine if a show’s audience is a good fit for the brand and make informed decisions about marketing and sponsorship efforts,” says Rajeev Jain, Senior Vice President, Corporate Marketing, DS Group.
“While advertising remains critical for reaching diverse audiences across India—content integration adds a layer of storytelling that can be very powerful. We’ve seen successful examples even closer to home, such as how brands are woven into popular Indian web series like Four More Shots, Please! or Made in Heaven, to resonate with aspirational consumers,” says Akhil Almeida, Head of Marketing, Bandhan Life.
Brand integration has always been an effective way to boost awareness and drive consideration. Bayer leveraged Saridon in leading Telugu and Bangla regional serials, in partnership with Zee. “We expect a surge in brand awareness, improved brand consideration, and ultimately increased trials. For effective content integration aligned with our brand strategy, we ensure clear messaging, emotional and cultural resonance, contextual relevance, and consistency. The integration must seamlessly fit within the storyline, speaking credibly to the target audience. Content safety remains a non-negotiable,” says Ritu Mittal, Head – Marketing and Digital, Consumer Health – India, Bangladesh, Sri Lanka, Bayer.
“Fashion plays a central role in shaping her personality, a vision that also comes from the director’s perspective. Decisions around brand integration are mostly made by the production house, ensuring that these elements enhance the character and storyline. For Bae, items like bags symbolize her expertise and connection to fashion. However, this focus varies by genre. For example, in more realistic shows like Pataal Lok, fashion isn’t as prominent, whereas in urban productions like Dil Chahta Hai, it has historically been integral, influencing trends in hairstyles, clothing, and accessories,” says Rohit Nair, Writer, Call Me Bae.
Spotify’s team takes a data-driven approach, analysing both demographics and psychographics to ensure the content aligns with Spotify’s core values—whether it’s promoting music discovery, fostering podcast growth, or personalising audio experiences. “Looking ahead, brand integration will be essential in forging deeper emotional connections with our users. As we refine our marketing strategy, collaborations with content, creators and brands will strengthen Spotify’s visibility and relevance, allowing us to integrate meaningfully into India’s ever-expanding digital ecosystem,” says Neha Ahuja, Marketing Head, Spotify India.
In today’s competitive market, traditional advertising often fails to make an impact. Brand integration provides a more effective solution by embedding brands naturally into relevant content or experiences. This approach not only helps brands gain visibility but also builds stronger connections with consumers. By identifying target audiences and strategically aligning brands with the right contexts, marketers can create meaningful experiences that boost engagement and amplify brand presence.
Neha Khullar says, “For me, brand integration will be a key strategy moving forward as it enhances the credibility of my brand’s message. However, as I’ve mentioned earlier, the success of this approach depends on selecting the right content and integrating the brand in a meaningful way. When executed well, it will certainly help my brand stand out in an increasingly cluttered digital landscape.”
So, the next time you’re cozied up for a binge-watching session, pay attention! Those designer bags and trendy gadgets aren’t just props; they’re playing leading roles in a marvellous performance of brand storytelling. From Call Me Bae to Emily in Paris, brands are weaving themselves into our screens, serving up style and substance. It’s not just about what you see; it’s about what you feel. In this dazzling age of brand integration, every episode might just leave you wondering, “Where can I get that?”—because let’s face it, who wouldn’t want to be a part of a fairytale show?
