Navonil Chatterjee, Chief Strategy Officer, Rediffusion Brand Solutions writes about the emotional overdrive that advertisements enter into, each festive season, dimming model recall marginally. Chatterjee shares how its time to unlearn, relearn, and take dangers
It is that time of the yr when “it’s all about loving your family”, a la Karan Johar type. Time to return into a Sooraj Barjatya ‘Hum Saath-Saath Hain’ world. Time to like, embrace, hug, alternate pleasantries and candy nothings, even sweets. It is time for manufacturers throughout classes (and never simply Manyavar), to don their metaphorical ‘ethnic avatar’, as a result of the Great Indian Festive Season is quick approaching.
It is that time of the yr too when all of the sudden your concern on your maid’s daughter’s training goes up. Leading to you sponsoring a scholarship for her or shopping for her LED lights, relying upon the class after all! So good and progressive, proper?
When your consciousness awakens to the remembrance of the indisputable fact that your safety guard is staying distant from his household in the hills and you present him a smartphone or provide free web (once more, relying on the class) in order that he can video-name them. Oh, so touching, no?
When your normally conservative, steeped-in-custom grandparents all of the sudden undergo a time-machine transformation to bless your identical-intercourse stay-in accomplice. And presents her or him a watch or a pockets. Of course, relying on the class. So cute and liberal, proper?
Come on, you should have acquired the drift by now…
Come to the Festive Season and types put on their goody two footwear to embrace positivity and piety in all kinds and shades – love, heat, care, concern, compassion, understanding, appreciation, acknowledgment, the works! It’s an emotional cornucopia on the market, goodness on overdrive. But then, was that Lovely University sponsoring that scholarship, or was it Byju’s? Bajaj LED lights, proper? Or wait, was that Cisco? And was that Samsung with the smartphone and Jio with the free web? Possibly. Or not. Despite the truth that fairly often this emotional mash-up really results in a full mishmash and misattribution of manufacturers and messaging, all events concerned on this course of appear to be very content material with the final result. It all normally begins with that highly regarded and overwhelmingly inspiring transient of “Let’s create something viral” which results in a potpourri of feelings getting unleashed in as we speak’s favourite ‘content’ format which viewers click on, like, and share and everybody (albeit solely all the members of the shopper and company crew) will get thrilled to bits about it. Is the communication ‘on brand’? Has it reached the actual shopper of the model? Was it efficient in attaining clearly outlined model goals? Such trivial questions after all get misplaced in the glow and bonhomie of congratulatory backslapping!
No ad maybe captures the clichés and monotony of festive communication higher than the Netflix Anurag Kashyap Diwali TVC that makes use of typical Diwali settings, symbolism, and imagery to diss the identical. The TVC dramatizes a typical household setting throughout Diwali, whereas the voice-over says: Diwali, that particular time of the yr when your entire household comes collectively in sluggish movement … You see it yearly, in each ad … Oh these lovable little angels (referring to the 2 children) who soften your coronary heart and burn your bed room … Don’t fear, we’ve not forgotten about the considerate husband and his loving spouse …Wait, wait, let the piano kick in…
The TVC ends by saying: “Diwali ads may never change, but your entertainment certainly can!”
So how does one beat the festive muddle and keep contemporary? Here are 5 easy ideas that may assist your model zag whereas each different model is zigging this festive season:
The very first thing wanted is a change in mindset itself. Don’t begin by labeling it as a festive ad in your thoughts. Think of it simply as a model ad that occurs to launch throughout the festive season! Just this little re-set in the mindset itself will work wonders for the communication that may comply with subsequently.
Every Indian competition comes with the trappings of its personal rituals and symbolism. Whether or not it’s rangolis, diyas, flowers, kolams, and so on. there’s a typical setting, topography, area, and visible iconography related to each competition. If you wish to break away from the muddle, one straightforward solution to do it’s to steer clear of the typical festive look and setting.
The 2016 Mercedes Benz Snow Date business is a basic working example – whereas it’s a Christmas ad, there isn’t any purple and inexperienced symbology utilized in the whole ad, no Santa, no presents. And whereas it’s a snowy setting, it’s there to only make the level of the two Mercedes automobiles navigating by means of the snow on a robust winter evening when no person else has dared to enterprise out. That too, simply to maintain a date!
There will at all times be some robust first-stage associations with any competition – like Dahi Handi has with Krishna Janmashtami. But how typically have you seen that tall human pyramid being utilized by manufacturers each Janmashtami? Year after yr? Brand after model? In class after class? The trick is to dig deeper and take a look at the sub-set. What different much less-apparent, much less-leveraged components exist in a explicit competition?
While Krishna was known as the ‘Makkhan Chor’, the actual Makkhan Chor was his maternal uncle, the evil ruler Kansa, who denied youngsters nourishment by seizing all the milk merchandise produced. So, in actuality, the thief was really the cop, whereas the cop was the actual thief! Now that looks as if a new narrative that a model can maybe leverage in its storytelling to remain contemporary and break the muddle.
Byron Sharp talks about manufacturers creating reminiscence buildings that endure. Surprisingly, in relation to festive communication, manufacturers typically get waylaid and distracted and neglect what their core is, what belongings have they got which they should proceed to leverage, what are their distinctive ‘signature’ components, and so on. If something, throughout the festive season, the aggressive share of voice can also be the highest, so if you need your model to do higher, does it not make sense to seek out methods to drive your benefit over the competitors? Instead of relying on the self-identical, generic mushy feelings, isn’t it the time to drive your superiority by means of tangible, rational claims?
My easy recommendation to manufacturers shall be that they try to discover an attention-grabbing product join with the explicit competition – the place the model turns into extra helpful and related than regular due to some facet of that competition.
Like Nike footwear serving to you to run away quicker from the maddening festive crowd. Or Bose noise cancellation audio system coming to your support in chopping the Diwali din. Or Digene pocket-pleasant tablets going very effectively with mutton roll throughout Pujo pandal-hopping. A model’s asset or benefit doesn’t lose its relevance simply because it’s festive communication – if something manufacturers want to seek out methods of heightening that relevance by discovering an attention-grabbing product join with some facet of the explicit competition.
The festive season is all about sharing and caring, proper? For instance, if it’s Christmas, all of us have to be in that beneficiant, ‘giving’, Santa Claus mode, proper? Wrong. If you are Harvey Nichols, that’s! In its ‘Sorry, I spent it on myself’ marketing campaign, the luxurious retail model modified the whole Christmas narrative from generosity to selfishness, “A little something for them. A bigger something for you” – was the cheeky, anti-Christmas (or ought to I say ‘anti-Christ’) message that Harvey Nichols despatched out throughout Christmas and the relaxation was historical past. Sales boomed, conversations exploded, and a number of awards have been pocketed by the model. And that’s all as a result of the model had the balls to upset the conventions of the festive season and go in opposition to the grain. It is a technique that appears dangerous however can doubtlessly be massively rewarding!
This yr shouldn’t be like some other yr – 2021 is a yr that noticed a lot of individuals shedding their jobs and livelihoods or having their salaries reduce – perhaps this festive season, some manufacturers can curb their greed and request customers to be a bit pragmatic on their festive spends. Now that’s a message that may absolutely ‘upset’ the festive applecart however is bound to seek out resonance and empathy throughout a entire lot of customers. And if upset is an excessive amount of of an upsetting technique for entrepreneurs, they’ll a minimum of take a look at the different ideas of reset, ‘un-set’, subset, and asset to remain contemporary amidst the festive muddle.
#Note-Author Name – Social Samosa