Synergy is basically product placement and how they advertise and promote certain things.
In 'Slumdog Millionaire' the Pussycat Dolls performed their single Jai Ho to promote their new album and managed to get number one due to the popularity of the film.
On the other hand, Mercedes asked if their badges could be removed from all the cars in the film as they didn't want their products to be associated with poverty.
