If you spend enough time on the internet, you are bound to come across some meme gold! That is exactly what happened on IMPACT this week.
One late night doom scroll led us to a page called 'Gems_of_90s' and there showed up an unexpected song featuring unapologetic product placement. So much that it was blatantly placed in the lyrics.
The film 'Love' (1991), starring a young Salman Khan and marking Revathi’s Bollywood debut, isn’t exactly remembered as a cult classic. But one song from its soundtrack has suddenly found new life online—and not for reasons you’d expect. The song titled "We are made for each other" features legendary singers S.P. Balasubrahmanyam and K. S. Chithra.
It's one thing for brands to sneak into a film. It's another to be name-dropped in a love song like they’re part of the romance. Colgate, Old Spice, and Nivea didn’t just make cameo appearances—they were practically supporting characters. Some examples of the lyrics are "Dekh dekhke ek duje ko muskayenge, Colgate se phir humare daant chamchamayenge" or "Hum mahakte phirenge Old Spice ki mahak se, Nivea lagake hum kya lagenge tujhe sanam"
The comments section was also filled with interesting insights. One user commented "There was a psychological take on this song. This girl used to find litle joys in life by watching television. It made her stay optimistic in her miserable life. So when she meets Salman, who seems to be her dream man, she fantasizes this while watching television." Some other comments also stated things like "Branded content before Branded content" and "Product placement level: Infinite."
While we may never know if Colgate, Old Spice, or Nivea cut a check for their lyrical cameos, what’s clear is that even back in 1991, the power of placement was real. Fast forward to today, and we’ve come full circle—except now, the product plugs come with hashtags and affiliate links.
From the silver screen to the small screen of your phone, brands have always found a way to be part of the love story. And thanks to a late-night scroll and the Instagram gem that is Gems_of_90s, we’re reminded that sometimes, uninhibited might be the best marketing strategy. While the days of singing about toothpaste in romantic duets might be behind us, the spirit lives on—whether it's Alia Bhatt casually sipping branded coffee in a rom-com or influencers crooning about skincare in sponsored reels.
Today, product placements are polished, subtle, and hashtagged. But sometimes, it’s the unfiltered, over-the-top, straight-up lyrical ads that leave the biggest impression. Do you think we could have something like this happen in films today? Are there any other similar examples of such integration available on the internet today?
I shall doom scroll some more and try to find the answer, meanwhile you can watch the full song video here:
