A Nostalgic Journey Through Indian Advertising
I can’t help but get a little sentimental when I think about the ads that stuck with me growing up. Indian advertising’s gone through a total transformation, right? We have gone from boring ads throwing information at us to the ads that give us an emotional storytelling. Brands have realized they could build a deeper connection using an emotional storytelling with us by tapping into our feelings. It’s interesting to see how much this has changed over time, since I am part of this generation. We have many choices to make and as consumers, yet the ones who excel using an emotional storytelling with us. The use of emotional storytelling is what creates the compelling story. It should be remembered that in the past few decades, consumerism has increased. And this has impacted the brands in terms of emotional advertising.
Cadbury Dairy Milk: Rediscovering “Asli Swaad Zindagi Ka”
Do you remember that iconic Cadbury Dairy Milk ad from 1994? A cricket match on TV, that girl dancing on the field while her friend hits a six—pure nostalgia! It wasn’t just about chocolate; it was about joy, celebration, and those little moments of happiness that we all share. According to a PPL AI report, “it shifted the perception of Cadbury Dairy Milk from being just for kids to a treat for everyone.” It’s wild to think about how one ad could change a brand’s image so drastically. It tapped into our love for cricket and family bonding, and the impact it had on Cadbury’s market share speaks for itself. We loved the ad’s emotional appeal, catchy music, and quirky storyline, which definitely resonated with families across India.
What made this ad truly special was how it broke away from traditional advertising stereotypes. Instead of focusing on the product’s features, it captured an unguarded moment of pure joy and spontaneity, which resonated deeply within the Indian psyche, where shared happiness is often valued over individual indulgence.
Surf Excel: “Daag Achhe Hain” – Stains of Goodness
The tagline is “Dirt is good”. Instead of scolding kids for getting dirty, this campaign beautifully portrays that stains are reminders of kindness and good deeds. Surf Excel, through this ad, promotes empathy and community values. After the campaign, there was an increase in brand loyalty and recognition. It really influenced consumer behavior. It has enhanced the Surf Excel’s brand image by creating a heartwarming story for Indian audiences.
I think the “Daag Achhe Hain” ad worked so well because it cleverly flipped the script on something universally disliked—dirt. It tapped into our collective desire to raise compassionate children. It made us pause and reconsider what we truly value. It wasn’t about selling detergent; it was about selling a better version of ourselves.
Birla Sun Life Insurance: “Khud Ko Kar Buland” – Resilience in the Face of Adversity
Birla Sun Life Insurance decided to tell a story that touched our hearts. They featured a father and his autistic son to highlight resilience and hope. By showcasing subtle yet powerful marketing, they showed that insurance isn’t just about policies; it’s about supporting dreams and overcoming challenges. Metrics show the campaign increased brand awareness and trust, proving the emotional impact of the ad left a lasting impression on viewers.
The brilliance of this ad lies in its quiet strength. Instead of sensationalizing autism, it humanized the experience, making us reflect on our own prejudices and the incredible potential that exists within each of us, regardless of our challenges. It transformed the brand’s message into an inspiring life lesson.
Zandu Balm: A Soothing Balm for the Mother-Daughter Bond
Ads about family relationships always hit differently, don’t they? Zandu Balm decided to connect with audiences through an emotional mother-daughter bond. When the ad creators highlighted the importance of family relationships, it helped Zandu Balm resonate with their target audience, with noticeable increases in sales and brand recognition, according to the PPL AI report.
The “aha” moment for this ad was realizing how it played on the unspoken connection between mothers and daughters in India. It understood that, in many households, mothers are the caregivers, the healers, the constant source of comfort. It made Zandu Balm more than just a pain reliever; it made it a symbol of maternal care and affection.
Nazrana Jewellery: Brewing Connections Over Tea
Have you ever thought about how a simple cup of tea can bring people together? Nazrana Jewellery understood that feeling and captured it perfectly in their “Tea Slurping Ad.” I think it is a great mix of product marketing and emotional storytelling, since the ad showcases family moments. This tactic led to an increase in Nazrana Jewellery’s brand visibility and sales, proving that people buy into stories just as much as products.
What made this ad so relatable was its ability to capture the essence of Indian family life – the unhurried moments shared over a cup of tea. It cleverly positioned jewelry not just as a status symbol, but as an integral part of these cherished interactions, reminding us that true value lies in the bonds we share.
Amul: The Taste of India – A Humorous Connection
“Utterly Butterly Delicious,” it has always connected to me. Amul has always known how to tickle our funny bones while reminding us of their delicious butter. Amul’s market share and advertising tactics contributed to its success. They have managed to tap into cultural sentiments and created iconic Indian advertisements.
Amul’s long-running campaign’s success isn’t just about the humor; it’s about its consistent cultural relevance. They manage to stay ahead of current trends and events, which provide a quirky, often satirical, perspective. It makes the brand feel alive, like a familiar friend who always knows how to make you smile.
Google India: “The Hero – A Bollywood Story” – Bridging Distances
I still remember watching this ad for the first time and tearing up. By telling a heartwarming story of a grandfather reconnecting with his grandson through Google, they conveyed that technology isn’t just about convenience; it’s about connecting people. The PPL AI report found that Google’s brand affinity in India increased. It highlighted Google’s role in bridging distances.
This ad struck a chord because it cleverly tapped into the universal longing for connection, particularly across generations. The portrayal of a tech-savvy grandson patiently teaching his grandfather, bridging both a digital divide and a generational gap, was a moment of pure emotional resonance.
Tanishq: “Ekatvam” – Unity in Diversity
Tanishq’s ads have been known to strike a chord. Their ads often focus on emotional storytelling, emphasizing family values and unity. They know how to tug at our heartstrings and I think they have created an emotional connection with Indian consumers. Tanishq saw notable increases in brand loyalty and sales following this campaign.
The brilliance in the “Ekatvam” campaign was that it recognized India’s increasingly polarized climate. Tanishq aimed to remind everyone about the beauty of unity, which is something all brands avoid doing. Tanishq wasn’t afraid to stand for values, and that’s why it was applauded and why people felt connected with the brand.
Fevicol: “Bus Ad” – A Sticky Situation of Hilarious Unity
Remember those Mumbai local trains? This Fevicol ad took that relatable chaos and, well, glued it onto a bus! The strength of Fevicol comes through with the bus being titled. The people are held together so well with its adhesive, it prevents disaster. Though I have no specific sales numbers, Fevicol’s known for its stickiness in our minds. They’ve certainly bonded with Indian households through ads.
Here’s how the advertisement made that happen: This bus ride, which is anything but your smooth journey, provides a chuckle. Fevicol understands, we respond to humor. They did not only use humor, but also used a hyperbole making their argument heard and known. I am sure we know that Fevicol is responsible for our unity, since they turned the adhesive bond into unbreakable bonds.
Nescafé: “The Stammering Standup Comedian” – Finding Your Voice
Nescafé gave us more than just a caffeine kick with this one. This one isn’t just about Coffee, rather it is about a man turning into a comedian. It’s a young man stammering, but that coffee helps him on the stage. It was portrayed by Hussain Dalal, he portrays how it feels when people make of you when you stammer. Did you also know the advertisement was viewed by 2.7 million users, making it great advertisement?
And here is the reason why it works: Nescafé is not just marketing coffee, but also giving a stage for young people to be themselves. It’s no secret that people pursue dreams. But it is important to realize to encourage that. By doing so, Nescafé is not marketing a product, but heartwarming message.
If you’re interested in how to harness emotional appeal in your marketing, don’t forget to check out this article: https://greatmindstore.com/emotional-marketing-boost-engagement-conversion
Sources: Indian Advertising & Marketing Trends
