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“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.
