(With Inputs from Saloni Dutta)
A prince charming magically walks into your life, thanks to a ‘fairness’ cream you recently discovered. A widow worries about her son’s education, but thankfully, there’s life insurance. A husband proves his love for his wife — by buying her a pressure cooker. These fairytale (now clichéd) TV ads were standard fare till about a decade ago. Fast forward to today, a young girl uses cream, because she cares more about her skin than her next date; a financially independent girl gifts her retired father a new car; and a pressure cooker ad, for once, shows the husband in the kitchen cooking for his wife.
It is often said that ‘reel’ follows ‘real’. Brands too are taking this path as they increasingly look to depict the changing Indian family setup in their communication. Promise of a better lifestyle, aspirations and more women entering the work force have made the dual-earning couple a common phenomenon, while social media has given the youth a voice about issues that directly concern them, their peers and everyone’s future. Brands are increasingly looking to engage consumers by focusing on relations between family, friends, and with the brand. It’s no longer about the product per se, but building an emotional, relatable, realistic connect.
In tune with the times?
Establishing connect through relatable incidents or stories has always helped brands get closer to their consumers, in the hope of better recall. This is the reason why brands look at insights and track behavioural changes as they look to be in tune with what is happening in the consumers’ life. The stories they tell should help connect with people and make a case for how a product fits into their life. Creative experts believe that brand communication has always reflected the changes in society and this remains a constant factor — it happens naturally and is an evolutionary process. This is particularly true in the case of films and television serials which are probably far more reflective of the changes in society than advertisements.
It’s all about emotions
While emotional connect has always been important, (as seen in old advertisements, especially jingles which still evoke nostalgia); building this connect today is far more crucial. This is primarily due to the lack of differentiation today; be it technological, telecom or any other product category, there is very little difference in terms of product, service or performance offered.
In this scenario, where there is no unique product benefit, it is the values that you stand for and the bond that people have with the brand that ensures stickiness, builds affinity and gets consumers to pay a premium for the brand. Telecom operators too have tried this with a great deal of success, while one looks to tap into the emotions of falling in love and spending the entire night talking to your boyfriend/girlfriend (Vodafone), another reminds you to make that call to your parents despite your hectic schedule (Idea); while a third just asks you to open up and speak your heart out (Tata Docomo).
Friends are family, and family are friends For many, across age groups, friends are the first family member, and in many instances even replaced family. The converse is also true — for families looking to remain connected with each other, it becomes necessary that they become as free and open as they can, just like friends. And you know this is true, especially if you and your mum or dad have long conversations on Facebook!
Advertisers, too, have played on this insight. Brands like Airtel, Cadbury, Oreo, Google and many others have leveraged this opportunity and have started positioning themselves as a ‘friend’ to their target consumers. The emergence of ‘alternate relationships’ is another noticeable factor, wherein traditional relationships between a mother and son or father and daughter are not what they used to be.
Brands now look to connect with the younger generation by replicating the same process that parents have taken to connect with their offspring; getting to know your likes and dislikes, taking your opinions and even getting you to talk about their product. Ford, for instance, successfully got people to drive the EcoSport before its launch, got them to create user-generated content and speak about it to their friends and family, again leveraging relationships, across the digital platform. The end result was there for all to see, as the SUV made a roaring debut on the Indian roads.
At the end of day, brands that takes the real issues that consumers are concerned about as their talking point, their full attention and their money’s worth can be guaranteed. Now if only Bollywood could follow suit soon...
When Indian ads address taboo topics
For brands, part of the ‘establishing a connect’ exercise involves gathering detailed insights from consumers themselves. Relevant insights are important to track changes in society. Brands that are aware of these changes — no matter how controversial, debated or accepted — and using it in their communication, are benefitting from it. And light-hearted but well-written advertising is just easing up the dialogue about such issues.
Take the case of an ad for Vodafone for instance, where a mother repeatedly calls up her son, coaxing him to get married, till she finally asks him whether he really likes girls — a sign of the slow acceptance of homosexuality in India. Apart from the tasteful humour, the contemporary insight and sensitive tonality used as the mother questions her son, also helps create good recall; the brand’s taking a stand on a much-talked about subject of homosexuality, while highlighting the closeness between a mother and son. In the end, consumers appreciate honesty, no matter how gutsy the advertising.
The latest Tanishq TVC too is an interesting example. It depicts remarriage — which, although isn’t uncommon in India society, is still somewhat looked down upon across classes and cultures. Again, the subtle tonality is applauseworthy, with a touch of innocence, thanks to the smart daughter who gets that she has a ‘new daddy’.
But did you know a similar ad was made by the magazine Femina in the early 2000s, where a girl in her early 20s gets her mother remarried? While the Tanishq ad has met with acclaim, the Femina ad (screenshots above) went virtually unnoticed, and was probably too early for its time. “Remarriage has been happening for a long time, but it has now gained more social acceptability,” asserts Sajan Raj Kurup, Founder & Creative Chairman, Creativeland Asia. “Although the Twitteratti is still going gaga over the Tanishq ad, I feel this ad in particular talks about remarriage more beautifully.”
Role-switch inspirations for ads
Husbands and wives now share all domestic responsibilities. Husbands cook and look after the baby, while wives take a break or work late.
Children are becoming decision-makers in the family for certain products. They are expressing their opinions and becoming more outspoken.
Women are becoming more financially independent. They are taking the lead in supporting their families.
Teenagers are becoming more aware and responsible thus are not taken for granted by the family.
(Inputs by Rajiv Rao, NCD, Ogilvy & Mather)
THE MODERN FAMILY SHOW
Here are some advertisements that have managed to strike up an emotional chord, while keeping it real and showcasing a more progressive society
Tanishq for those who believe in giving marriage a second chance
The jewellery brand’s latest campaign for its contemporary wedding collection, is probably the most talked about today, because it reflects a common but a looked-down-upon and rarely discussed trend in India — remarriage. While the reviews were mixed on social media, it did get the attention of international media, because of its unique story. Apart from getting a big tick in social messaging and subtlety in addressing the issue, it gets our vote for featuring a bride with dusky skin, again a rarity in the world of ‘fairness’ advertising.
Arun Iyer, National Creative Director, Lowe Lintas & Partners
“There are multiple conversations that take place in the ad. We didn’t need to comment on the bride’s first husband — was it a divorce or is she a widow? This ad is a golden step for society.”
Deepika Tewari, Head Marketing, Jewellery Division, Titan Company Limited
“This TVC celebrates marriage as a new beginning and the progressiveness of the society. The TVC focuses on every modern bride who is confident and believes in herself.”
What the Twitterati said
Masaba Gupta @MasabaG Proud to see an ad where caramel skin & remarriage are celebrated by a leading brand.
AniruddhaGuha @AniGuha So here’s my two-bit on the Tanishq ad: Great ad, but why make such a big deal about it going against “norm”. This is how it’s meant to be.
Gabbar Singh @GabbbarSingh If only the Tanishq ad had shown that the couple getting married were from the same gotra, it’s social issues coverage would’ve been complete
Google for reuniting long-lost friends
We can debate how the India-Pakistan friendship themes have been done-to- death, but they always manage to strike a chord with people in the sub-continent as seen in recent initiatives such as ‘Aman Ki Asha’ by Pakistan’s Jang Group and The Times Of India and Coca-Cola’s small-world machines. Google’s ‘Reunion’ campaign saw a heart-warming reunion of two friends separated during the Partition, with a little help from their grandchildren, and, of course, Google Search. With five ads in the series, the campaign has already gone viral. A pity that getting a Pakistan visa isn’t as easy as finding a person using Google.
KV Sridhar, Chief Creative Officer, Indian Subcontinent, Leo Burnett
“While people love the ad because it shows two long-lost friends coming together, it is the relationship of the grandkids with their grandparents that stands out for me. What is underlined is the way the boy and girl across borders have been treated — there is no difference between them. And that is the reality; girls and boys should be treated as equals. The girl took the initiative, which again is lovely to see.”
What the Twitterati said
gauri @gaurisharma
Still insist that #Indian #ads are best in class. Fantastic job by @googleindia @OgilvyIndia
Rosalyn Gambhir @rosalyngambhir
This will truly make you tear up, make sure you have tissues in hand! Great job @googleindia on this ad! #reunion
nonitakalra @nonitakalra
Incredibly beautiful film. About the past & the present.
Bharat Matrimony for those who consider their better half’s opinions
Should women work after marriage? This decision in many cases is left to the to-be-husband or in-laws. And, the two answers you are likely to hear: ‘We don’t mind the girl working’ or ‘Why should the girl work if the husband’s doing well?’. The opinion of the girl in question is inconsequential. The Bharat Matrimony ad is progressive as it has the husband strongly defending his wife’s choice to work — a clear reflection of the emergence of dual-income families.
Murugavel Janakiraman, Founder-CEO, Matrimony.com Pvt Ltd
“Our research showed that for most young girls working after marriage was most important and that they would be happy if their husbands and in-laws supported it. Encouraged by the overwhelming response the ad has generated so far, our belief in the position of ‘Bharat Matrimony for Happy Marriages’ is further strengthened and we will continue to stay committed to it for years to come.”
What the Twitterati said
Asdfghjkl @cynicalnihilism
The new Bharat Matrimony ad is awesome. As someone who’s got a guy like that, I know how much gut it requires to stand up for your girl.
FalguniVasavada-Oza @falgunivasavada
Not radical but I like the hint of positivity in the new ad of #bharatmatrimony where they show acceptance of a working wife. #positivechange #win
Natasha A. @Grammar_nazzzi
No Bharat Matrimony, if my husband doesn’t need my permission to work after marriage, I don’t either.
Move on from the 17th century please.
Bournvita for moms who inspire kids to do their best
Protective parents, while encouraging, can give in to the child’s whims and fancies. But this mum is different. “Mere beta ko jeet ki adat tab lagegi, jab woh mujhe haraega. Tab nahi jab mai use jeetne doongi.” This line from this Bournvita ad is a perfect example of changing alternate relationships — the mother is not the stereotypical ‘softy’ but one whose agenda is to make her son ready to take on the big bad, competitive world.
Rajiv Rao, National Creative Director,
Ogilvy & Mather India “This commercial, where she’s training her son to run faster, is a good example of how this oftdoting relationship is changing. She’s still very much the caring mother, but now she understands her son’s competitive world and is preparing him for it.”
What the Twitterati said
Karthik Srinivasan @beastoftraal
Cadbury Bournvita – Aadatein. Been seeing this ad on TV. Love the idea; very well produced too!
Sneha@FlirtingKaapi
Ads like ‘Thank you Mom’ by P&G & the latest Bournvita Ad of ‘Tayari jeet ki’ with mum & son racing remind me what I aspire to make someday.
Malay Desai @MalayD
This#Bournvitaad is so good, it doesn’t look like one at all.
PS: Must-watch for parents.
Asian Paints for couples who want to feel at home
Moving to a new home after getting married, usually means compromise and adjustments for brides. This ad has a husband, an army officer, making an effort to ensure that his wife’s transition to her new home is made easier.
Abhijit Avasthi, National Creative Director, Ogilvy India
“After a series of humorous films, we decided to do another emotional story in the Har Ghar series. The film beautifully brings out how decor and paints can be used to express our feelings and make people around us happy.”
Amit Syngle, President - Decorative Business Unit, Asian Paints
“Asian Paints understands the emotions of people with their homes. So we decided to further strengthen their relationship with the brand by telling an endearing story around home and decor. The best way to bring this alive was through our long standing proposition of ‘Har Ghar Kuch Kehta Hai’.”
What the Twitterati said
Dee Jasti @deejasti
This Asian Paints ad is so cute! With an army man that good loooking, why would one want colourful walls ;)
Dr PoojaTripathi @drpoojaa
The whole hulla over that Asian Paints ad is so unnecessary, the accommodation may not be cool, but a Captain of Army is surely the coolest one.
OvenTikka @TandooriCutlet
There is a new Asian Paints ad showing an army officers house. I’m guessing they have no idea what an MES house looks like.
Prestige for partners who’re equals in the kitchen
The Prestige ad of yesteryear had the husband accompanying his wife to the store to buy a pressure cooker as a testimony of his love. Circa 2013, the brand got back its iconic line ‘Jo biwi se kare pyaar, woh Prestige se kaise kare inkaar’ back and brought star couple Aishwarya Rai and Abhishek Bachchan as its ambassadors. The man cooking for his wife, is an acknowledgement of the fact that men across India are now comfortable handling ladles and stepping into the kitchen earlier dominated by women.
Sonal Dabral, Chief Creative Office, DDB Mudra
“In this new campaign, the tagline takes on a brand new meaning of togetherness and bonding between the young couples of today and salutes the equal partnership they share in running their homes and importantly their kitchens.”
Chandru Kalro, COO, TTK Prestige Ltd
“Our research showed that couples in a relationship want to be increasingly told that their partner loves them. And, here was a reallife couple, Aishwarya Rai Bachchan and Abhishek Bachchan, who portrayed all the values while having a humorous interaction among themselves.”
What theTwitterati said
Chidiya Rani @SomeBirdie
Aishwarya & Abhishek in Prestige’s new ad saying ‘Jo biwi se kare pyar, woh Prestige se kaise kare inkar!’ look cute together :)
SeemaGoProlu @seema04
The cheesiest Ad ever? Prestige Aishwarya and Abhishek Non Stick Ad 2013
Vodafone for the people that redefine everyday things
‘Made For Sharing’, ‘Made For First Love’, ‘Made For Moms’, ‘Made For Young’ – these are just the some of the ways the telecom major managed to build its relationship with its audiences. Through a series of ads, it showcases the importance of Facebook in a youngster’s life; the allnight conversations when you fall in love for the first time; a special service for mothers whose kids are away; and even a special service for those who are always young at heart. Each service designed in a way that makes the brand a friend and an important part of your everyday life.
Rajiv Rao,
National Creative Director, Ogilvy & Mather India
“I like the commercial where an elderly gentleman shows that he is so with the times, when it comes to using mobile Internet and social networking on his smartphone. He is so comfortable with the youngsters and he bonds with them over online games. These are the signs of changing times. And advertising has to keep with it.”
What the Twitterati said
E-tard @14_yr_old_Etard
Somebody needs to stop that kid from the Vodafone “made for first love” ad and let him know that it’s all gonna be downhill from here.
Cataria @SnehaKataria
OMG! The new Vodafone ‘Made for Moms’ ad is so #Epic! Bwahahah! Why do all moms sound the same??! :D
Tulika Bhatnagar @Tulika_B
Vodafone Made for Sharing ad is fresh, a must see #ad #vodafone #twitterupdate #india
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