I recently happened to watch the new Hindi movie Bachna Ae Haseeno (loosely translated: “Watch Out Girls!”) with my famiy. I was pleasantly surprised to see massive Microsoft product placement in it! The movie stars some very well known names as both the male and female cast - Ranbir Kapoor, Deepika Padukone, Bipasha Basu and Minissha Laamba.
While watching the movie, the hero suddenly states that he’s completed his college and joined MICROSOFT! Parts of the movie (seemingly) are shot in the MS office in Mumbai! There are tons of “Vista rocks” & Xbox posters all over the place.
Not only that, the Xbox 360 and Halo 3 are shown and talked about in detail. Even when Ranbir moves to the MS office in Sydney, he continues being in the Xbox team and talking about this - for instance, "Master Chief's flamethrower is the coolest video game weapon ever!".
His romantic interest played by Deepika, also happens to be a geek girl who not only knows that “Halo 3 is the most talked about video game ever” (actual quote from the movie) but also discusses Xbox live and multiplayer gaming on the Xbox in a party.
This is the first time that I’ve seen such detailed product placement – not just as props but as part of the story and dialogue – in an Indian movie! Kudos to Microsoft for getting this right. The props are not jarringly placed and the dialogue by two of India’s current heart throbs touting the Xbox and Halo 3 is great for a movie that’s gonna be watched by young moviegoers.
After seeing a ton of Mac ads as product placement - every other Hollywood movie has somebody typing away on a Macbook or something similar – it was great to see MS stuff so nicely placed and that too in a Hindi movie!