Have you seen Shahrukh Khan hand over Tag Heuer watches to contestants in Kaun Banega Crorepathi? or the fabulous Aston Martin DBS car that James Bond drives in Casino Royale? That is smart in-film product placement.

But how much value does the advertiser get and how much should the film or TV channel charge the advertiser? It’s in places like these that companies like Media e2e come into play.

Media E2E is a technology group specializing in business solution designed for broadcasters and media companies. In this interview, we speak with Atul Phadnis, the chief evangelist & CEO of Media e2e, about valuations of in-film advertisement and how his company has an important role to play.

Atul launched the company in 2005 to capitalize on the huge growth in the area of both the digital and traditional communications business. He has worked with companies such as Colgate, Unilever, Godrej Appliances, ICICI, and FIAT and in organizations including Rediffusion DY&R, MediaEdge, Mindshare, Starcom Worldwide and TAM Media Research.

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