5 Iconic Moments of Product Placement in Contemporary Asian Cinema

Product plugs in movies are nothing new—whether they’re done blatantly, without much thought about whether they fit in a scene, or tastefully slipped into the script. Let’s explore five iconic moments of product placement in Asian cinema that left a lasting impact on audiences, enhancing both the cinematic experience and the brands’ visibility.

Iconic ramen in “Ponyo” (Japan)

In the world of Studio Ghibli’s animated masterpiece, “Ponyo,” a heartwarming moment of product placement serves as a delightful homage to Japanese culture and cuisine. Directed by the legendary Hayao Miyazaki, the film takes audiences on a magical journey, where a young boy named Sosuke befriends a magical fish named Ponyo. Amidst the extraordinary adventures, a simple yet touching scene involving ramen takes center stage.

Moreover, beyond being a delightful addition to the film, the ramen scene in “Ponyo” has become synonymous with the movie’s charm and essence. It has cemented itself as a beloved moment that fans fondly remember and associate with the heartwarming tale of friendship and wonder.

Bournvita in “Dangal” (India)

Bournvita’s ideology of ‘Tayyari Jeet Ki’ (that parents are partners in their child’s journey and try to instill in them good habits which help them prepare and meet life’s challenges) and the Bollywood blockbuster Dangal’s spirit of a man training his daughter against all odds to become world champion wrestlers was a natural fit. Bournvita TVC’s always has a parent going that extra mile to encourage the child to succeed in life. Hence, a TVC was conceptualized with inspiring words of Aamir Khan from the film, interwoven with visuals of the extensive training, preparation and the resilience of the daughters along with Bournvita, conveying the message of how the right nourishment plays a crucial role in ‘Tayyari Jeet Ki’.

Nissan in “Ghost in the Shell” (Japan)

The cyberpunk classic “Ghost in the Shell” features a futuristic Tokyo cityscape adorned with vivid animated version of The Nissan Sport Concept. In the chasing care scene, this strategic product placement creates a striking visual juxtaposition between the automaker brand and the film’s dystopian setting, making the Nissan an integral part of the film’s iconic imagery.

Incorporating Nissan into “Ghost in the Shell” is more than a marketing strategy; it becomes an integral part of the film’s iconic imagery. The automaker’s association with the cyberpunk masterpiece solidifies its image as a brand at the forefront of technological innovation, aligning perfectly with the film’s futuristic narrative. As audiences witness the Nissan Sport Concept zipping through the neon-lit labyrinth, it etches a lasting impression, intertwining the automaker’s identity with the film’s enduring legacy.

Bonilla a la vista in “Parasite” (South Korea)

The Oscar-winning comedy thriller “Parasite,” directed by Bong Joon-ho, not only captivated audiences worldwide but also had an unexpected impact on a family-owned Spanish crisp business. Arteixo, a small town in Galicia, Spain, is home to Bonilla a la vista, a company with nearly a century of experience in producing crisps and churros. Little did they know that their products would feature in one of the film’s scenes and lead to a significant boost in sales.

The company noticed something peculiar when people started sharing screen grabs of their distinctive blue-and-white crisp tins on social media. These crisps had made an appearance in “Parasite,” during a scene where the Kim family enjoys snacks and whisky in their employer’s living room, marking an unexpected cameo for Patatas Fritas – Bonilla a la vista’s product.

Prior to this appearance, Bonilla’s crisps were already popular in South Korea. However, the film’s recognition intensified their fame, especially among social media influencers who praised the unique cameo. As a result, online sales experienced a remarkable 150% surge, benefiting the company’s 100 employees and bringing a delightful surprise to the family-run business.

SYM Mahindra Power’s iconic scooters in “3 Idiots” (India)

The Bollywood blockbuster “3 Idiots” featured Mahindra Power’s scooters, the Mahindra-Flyte, during a pivotal chase scene. It was a very successful promotion of the new product before launch where it could target the audience especially the youth who were the major audience for the film as the film’s plot was in and around young students. The iconic placement of the Mahindra Flyte in the film was in very important scenes and the visibility is also very high as the two-wheeler was very central in the film’s story, and even the 3 Idiots of the film ride the scooter in the important scenes of the film making greater impact on the target audience.