WHEN ADVERTISEMENTS TOUCH OUR HEARTS….

WHEN ADVERTISEMENTS TOUCH OUR HEARTS….

Some advertisements are so powerful that they deliver the concept very clearly and also leave a footprint in our minds. That does not happen when the product is marketed, rather it happens when emotions connected with the product is marketed.

As far as I remember the advertisement of this form became very popular with a very viral ad of “Kalyan Jewellers” which portrayed the element of trust between a girl and her father. Following that ad many others also came with much interesting ads in Malayalam. Bringing Manju Warriar back into the industry was also through such an advertisement. This ad became even more popular as Amithab Bachchan was casted for Manju’s father’s role.

There are many other ads which gained wide acceptance just by pricking the emotions on the viewers.  Tanishq also has come up with very interesting ads which made an impact on the minds of people. Lifebouy also came up with heart touching ads.

In 2016 an ad was launched by “Kajaria Tiles” which had created a great impact in the industry which surprisingly did not have any single tile displayed on the ad. There was an interview in the Business Standard with the president of “The Crayon Network” Mr. Ranjan Bargotra. It was this agency who was the brain behind the iconic ad. The ad was undoubtedly a clear break from the category advertising.  The agency believe that this was one of the best ads they have created so far. The ad came with a motto- “desh ki mitti se desh ko banathe hain”. Since ages tile ads usually portrayed nice, good looking homes, shiny floors etc, but this came up with another dimension- it created a sense of “ nationality” as well with “patriotism”. They very well used the famous bollywood actor Akshay  Kumar for the ad.

This was believed to be a campaign. The base of this campaign was clear- leadership and top-of-mind recall and increase in sales. And yes when it became a success, completion starts to follow it. Now we have seen Somany coming up with new ad with the motto-“zameen se jude”. The key idea that the campaign was trying to drive home is that Kajaria is the largest tile makers of the country and leads in every category like capacity, production, sales, variety of design etc… They have tried creating an emotional connect with people and also created a sense of being a “Proud Indian”. So at times it is better to break  the conventions to achieve a massive success.