Advertisement is a mass communication tool to build brand preference and awareness among consumer.In a competitive world every company tries to educate people about the need and solution of the need,isn't it..So advertisement has gained a strong position in marketing strategy.Marketers employ both science and art to develop message strategy(what the Ad tries to say) and its creative strategy(how the Ad expresses the brand's claim).We indian viewers always prefer Ad which portrays emotions,social belongingness and finally humour.We all love fevicol Ads.Why? The answer is very simple ,it is funny.The brand has positioned itself in a unique way that when ever we think of adhesive -Fevicol comes into mind.We can term it as share of mind also.Many would point their trend pointing fingers at the use of humour in Indian advertisings as being something trendy.Many would talk of irreverent advertising that pokes fun at consumers and marketers alike.But i feel the trend is changing in context of Indian advertising scenario.
Previously we were used to see the single Ad for number of times between a movie or cricket match.Remember the Sehwag and his Mom's Ad of Reliance "Karlo duniya mutthi mein" and so many.How boring!Not anymore ,though look at the series of advertising creatives that telecom service providers are playing around in India today.Consider Airtel's R. Madhavan -Vidya Balan series of Ads.They convey the same message in a episode like manner.They simply change the background of discussion or place and pinch in their message.So everytime the viewer is able to see something new and fresh and the level of interest keep on building.Look at the Idea Telecom Ad series starring Abhisek Bachhan.Nice sets of creatives.Each one carrying the themes forward with a storyline( sometimes to bring equality among natives of a village and sometimes emphasizing on one school,unlimited admissions).Vodafone is a step ahead of them.It creates variety of themes to make people aware of its different service types like customer care,music,astrology and sports.
Very little boredom,a lot of creative -acting,fine tuned niceties that make you watch these advertisements again and again.Now I feel you will be able to catch the minute but impactful metamorphosis of Advertisemnt in Indian Ad industry.In my opinion it is a very naive trend.Expect a lots more to jump in.
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