HALAL FASHION BRAND PLACEMENT STRATEGY: JILBRAVE INNOVATION IN THE FILM CINTA DALAM IKHLAS

Abstract

This research is a study of brand placement strategies of Muslim fashion brand Jilbrave in the film Cinta dalam Ikhlas as value-based marketing communication in the halal creative economy in Indonesia. While most previous studies approach the subject of brand placement from a commercial or promotional approach, limited attention has been given to the placement of halal fashion brands within religious films as a narrative media for the integration of spirituality, values of modesty and cultural meaning. Therefore, the purpose of this study is to analyze how the Jilbrave brand placement is narratively constructed in the film and how it communicates the halal lifestyle values using the cinematic storytelling. Using a qualitative-descriptive approach within an interpretive paradigm, this research uses semiotics and narrative analysis of selected scenes where Jilbrave products are present as part of character development and plot progression in these scenes. The analysis focuses on visual signs, narrative context and character positioning relating to modest fashion and religious identity. The findings suggest three main things. First, the most common type of brand placement is implicit visual placement, in which Jilbrave's fashion is always manifested via the main character's costumes without verbal promotion, symbolic of piety, modesty, and emotional maturity. Second, this narrative-based placement creates emotional branding by imbuing the brand with the contexts of spiritual reflection and interpersonal conflict. Third, this collaboration comes as a move toward value-based halal marketing approaches that see film as an important strategic medium for meaning-based branding in the sharia-based creative economy.