Advertisements: The “Emotional Attyachar”-is (Victimizers)

Earlier, People loved Commercials as much as the program they were watching… today with more innovative and creative ideas… the Ad world is a huge industry in itself…. One reason for the increasing competition in creativity is competition itself. Another reason… even a couch potato tends to flick channels during the commercial break…

Today…If you stop a moment and not flick the channels…. You’ll notice a huge paradigm shift in the advertisement strategy…. And this has to do a lot with the management paradigm of “connecting” with the customers…. Pick any leading brand…. Pick any diversified brand… the tag line… the logos… the theme of the ad… etc… all have this element of victimization… an emotional victimization……

·    When you read... hear or see… Amul- The Taste of India… Hero Honda- Desh ki Dhadkan… Nokia- Connecting people… DLF-Building India…  et.al … there is an immediate sense of patriotism… a sense of unity….. a sense of emotion…..

·         When you see a commercial where a Man in his old age gifts his wife diamonds from Tanishq to impress her…. There is an immediate sense of love and want… a sense of eternity…a sense of emotion…..

·           When you see a wife serving different milk preparations to everyone in the house and turns up with plain milk for her kids…. There is a sense of you sometimes being a hindrance to growth…. A sense of guilt…. A sense of emotion…..

·         When you see a commercial where two squirrels dance to your favourite tune… while a guy munches on Kit-Kat… there is a sense of need of liberation… a sense of break free…. a sense of emotion….

·         When you see a commercial where a gal with Orange bubbly Mirinda playing pranks …. There is a spurt of hidden child-like nature in you…. A sense of not wanting to grow up…  A sense of emotion…

·         When you see a man jump off an air balloon after a sip of Mountain Dew…. There is a sense of adventure and fun…. A sense reminding daredevils of school and college…  A sense of emotion…

·         When you see a son buy his mother golden bangles laid with precious diamonds… there is a sense of responsibility… a sense of gratitude… a sense of emotion…

·         When you see a dad create a journal of her daughter online from the day she was born on Google…. There is a sense of happiness… a sense of keeping memories alive… a sense of emotion…..

·         When you see a Captain pilot an air hostess making out in the pilot cabin for fast track.. there is a sense of moving forward… a sense of mixing tradition with modernity.. a sense of emotion….

·         When you see a child troubling his father in the supermarket and he is completely helpless… There is sense of fear of not using a protection … the other sense of becoming a father… emotion….

One may go on and on and on… the bottom line is… that the advertisers… in bid to connect to the client’s customers…. Have chosen the path of “Emotional Attyachar” …. Dig deep into the emotions of the people and make that connect.. coz’ when the connect is emotional… it lasts for long…  and that’s what is required for the brands of today to sustain in this ever increasing competitive world…..