Storytelling Advertisements, Humanising Brands : Raw Authentic Human Emotions, A New Yardstick of Marketing ?
Have you seen a Tv advertisement that moved you by its emotional story? Are you following any brand handle on twitter, that tweets in first person ? Then you are acquainted with this style of Marketing. Does it empowers consumers or exploits them ?
Cinema and Movie Stars have already proved how Powerful , stories as a image building exercise could be. There was a time and still there is, in varying magnitude , film-stars like Rajnikanth, NTR, MGR, etc. are idolized and worshiped in India. A Good Story is indeed so powerful, that makes people own it , relate to it, Sympathize and empathize with it ! This 'one trick pony' of cinema, reached the marketing world too !
The trend that began with insurance companies in India, today has left no market untouched !
From fairness creams romanticizing racism, subtly infusing it too! This ad say for a job like commentary you don't need voice skills but a fair skin!
To Akshay kumar wearing a military uniform and selling Kajaria Tile, Emotional ads have come a long-way.
The idea is to make the Brand as relatable as possible ! what else can do it ? than a Touching Story. The fact is Purpose of an art form is as corrupt as its artist. with the right story-telling anyone could be a hero or Villain ! same with the branding too, The ad may amaze you but your consumption should be based on your requirement of its product and Quality.
Another modern trick adopted by Brands is Humanizing Social media handles! posting tweets, memes and trolls in first person and addressing followers as friends! Guys, pals and Dears ! It is no longer a one-way-street for brands as communication between brands and their audiences has become easier than ever.
Guys, kabhi kabhi khud ke acche tweet bhi soch lene chahiye. pic.twitter.com/rnsuoqBYAR— Zomato India (@ZomatoIN) July 8, 2019
Meet the author
Cinephile and an aspiring Storyteller. Sharing my views and experiences (before and after watching a Movie) in this Space. Believes in Alfred Hitchcoc's principle of three things that can make a Great Movie - The Script ,The Script and The Script.
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10 July 2019