Imagine you’re watching television. A jewellery advertisement appears on the screen. It’s a wedding scene — family, friends, and relatives gather to celebrate the joyous occasion. The bride, adorned with stunning gold jewellery, shares an emotional moment with her father. You feel a lump in your throat. Because the scene resonates deeply.
Next, let's see a chicken masala advertisement. A mother is in the kitchen, adding chicken to a deliciously boiling curry. The tempting aroma seems to fill the room as her family eagerly waits at the dinner table. She serves the dish, and after the first bite, they shower her with praise. The brand boldly claims its seasoning delivers the taste that generations have cherished.
What just happened? A connection was easily formed—not just between the characters but also between the viewer and the products being advertised. Why do these ads work so well?
If you pause to think, many advertisements rely on family moments to weave their narrative. Emotional connections between characters often translate into emotional ties between viewers and products. It’s a strategy as old as advertising itself: tap into shared experiences and cultural elements to create lasting impressions.
Take India as an example. Our morning kitchen routines often begin with boiling milk on the stove—a cultural norm ingrained in daily life. When Kellogg’s breakfast cereal entered the Indian market, their advertisements adapted by suggesting that their cereal could be enjoyed with hot milk. That tweak, seemingly simple, aligned the product with a local tradition. You’d be hard-pressed to find such an approach elsewhere.
"Kellogg’s breakfast cereal ad adapted by suggesting that the cereal could be enjoyed with hot milk; that tweak aligned the product with the morning routine of boiling the milk as the first kitchen ritual."
Advertising isn’t just about introducing products; it’s about communication crafted with precision. What message should the ad convey? How should it be delivered? Where should it be placed? These questions are crucial.
Cultural nuances, audience demographics, and intended messaging all influence advertising strategies. The ultimate goal isn’t simply to drive sales but to shape the personality of a product. Over time, effective advertising contributes to creating a recognisable brand identity.
Every advertisement has a mission—often more complex than it appears. Some aim to introduce a new product; others focus on reinforcing trust or changing perceptions. The most successful campaigns build narratives that subtly turn products into everyday essentials or even emotional companions.
So, next time you come across an advertisement, pause and observe. What story are they trying to tell? How are they connecting with you beyond the product? And more intriguingly, are you becoming a loyal customer without even realising it?