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The film becomes one of the commodities to build brand awareness through product placement in the film that combines product messages with storytelling in narrative films that provide the message value naturally from scenes in the film. The relationship between product placement and storytelling in narrative films is an interesting part to study. Qualitative research through a naturalistic-interpretative paradigm approach with pragmatic content analysis methods to construct reality, uncover meaning through processes, events, and the authenticity of product entities in relation to storytelling and brand sharpening through film. The purpose of this research is to understand the concept of building brand awareness by placing products in the narration of film. The results showed that the product placement in the film was very important and had a strong impact on brand awareness by utilizing functional storytelling, links, and references in film narratives. The product used as the main property of each scene in a functional event will often appear and be visually apparent. Building brand awareness through product placement in films must pay attention to genre, storytelling and target audience films