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Emotionally, Indian Advertisements!



 “Creative advertising redefined with a slice of emotional values” apparently, has become a regular phenomenon in Indian advertisement context of late. Considering many recent advertisements produced in India – across varied product segments – which have tried to portray the relation between sisters and brothers, husband and wife, and between old age couple, the Indian advertising industry seems surely at its best in utilizing the humane emotional values. 

For instance, gone Diwali 2012, big brands like Tanishq and Cadbury had lent their share in patting the emotional values of the middle age couple and the most abandoned section of Indian society during festivities, the bachelors/working professionals who stay away from home. While the former pitched its solitaires business with ‘One Love’ campaign through a satiric vernacular situation between middle-age couple, the latter brought-in the abandoned feeling of a phirangi (foreigner) at his workplace in India (made him feel at home reading through the line “Toh is Diwali aap kise kush karenge”.)

Not only during Diwali 2012, but also a month before the festivities, the Indian advertisement fraternity has proven track record of moving the audience/customers emotionally. 

A good example of that sort would be the most talked about ICICI Bank Unexpected Rewards campaign wherein the campaign showcased the struggle of two kids to get a candy for the minimum sum they had, echoing to a folk song. Even, Cadbury Oreo’s ‘Naya Oreo Choco Cream from Cadbury’ too tried to build a strong proposition using brother and sister relationship to launch the all new Chocolaty Oreo. 

All said and done, clients don’t buy ideas or solutions alone – they buy trust, which perhaps influences the Indian advertisers to pitch the brands in emotionally stronger ways. Of course, the world is still yet to see the best from Indian advertisements, emotionally.
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