I switch on the TV on a lazy Saturday afternoon and I see tears roll down a heavily clad, newly wed brides brightly 'painted' face!
Then I switch over to another channel...it says 'Rishta vahi, soch nayi'
and I see a more modernly clad 'bahu' whining about her 'saas' to her mom over the phone.
They are amazing! They take us back into the 19th century and just sort of reverse our growth chart and slaughter our identities.They insult those brave reformers who fought us respect!Food for bitching...Gossip gaming what we all are pigeon holed as! If a woman who sees that does not find it utterly pathetic she deserves it! So here they are calling themselves the ideal portrayals of women.
well.... suddenly I hear a melody.
I check the channel ,it is the same one. What I see holds my attention, and yea that's what it's meant for!
I see , observe the spot in a gray scale.Cherubic school girl, very Indian. Tightly braided hair and the strategic use of brand color , red and white to write happy birthday on the board. Remarkable.
Delightful, the expressions Of the little girl, are unforgettable. The eye for detail is what brings in the amazing emotional connect. The song....it has enthralled and brought a sense of euphoria to me. So many I know watch the ad for the beautiful meaning it delivers in the song.
Why is the impact so emotionally powerful? primarily because we all, who are the brand's target audience miss our school days. Cherish the friendship then in its most nascent, budding, gullible and crystal clear form. We just ,for a few seconds, travel back to memories of class and relive them. It sort of rejuvenates my body and soul every time I hear the beautiful piece!
A good brand goes beyond selling a service! It creates a sense of belonging well connected to the service offered. Vodafone delight here! An expression beyond happiness is delight! The most superlative form of warmth and the realization that someone somewhere finds you special! Showers you with unexpected and inexplicable affection!
The words of a man of passion, and more Indian then an ad man,Piyush Pandey believes...
‘Creativity is to say something in fashion that sticks in the mind, rather than saying it in a normal fashion. If ten people meet you in the morning and if all of them are saying – Good Morning – the guy who says it differently will be remembered. He is creative. But if he does a head stand, it won’t work. So one has to do things which have not been done in the past, but which are relevant.’ Relevance to context. In advertising terms – to the consumer and her need for the product. ‘If you like it, as a viewer, there’s a good chance that people will also like it.’ And he doesn’t think of this charm as anything mysterious. ‘Relating to the people of India is what we are paid for. I’ve not created any magic. A hundred years ago, when the guy on the road sang – chana gore garam – he was not trying to be a singer. He wanted people to buy from him, and not from the other guy."
Advertising creates and gives a brand humanity and character. Humanity and emotions become close to heart and are easily accepted.That creates demand!
If you ever said advertising doesn't create demand, think again!
Little things do matter....a lot!