Advertising 101: The Indian Context
Tanmay Kulkarni
FY BSc (2023 – 27)
Imagine: The same ad plays for the hundredth time between overs of an IPL match, its dialogue etched into your memory. That’s repetitive advertising: relentlessly hammering the brand name until you’re frustrated and utterly over it. Recall Ajay Devgan playing imaginary cricket with “Kesar” pan masala? That’s the level of absurdity brands stoop to in their marketing campaigns.
Pan masala ads have become astronomically illogical, bombarding viewers with constant product placement. But do these repetitive, in-your-face strategies actually work? The answer is a nuanced yes and no.
In the realm of imperfect competition, advertising serves as a potent tool for gaining an edge over your rivals or competing brands. Its purpose is to establish dominance within the market for the specific product being advertised. As an Indian consumer, I’ve witnessed countless marketing campaigns rise and fall with the ebb and flow of eras and trends. The fascinating aspect of advertising lies in its ability to, when crafted effectively, create such a strong brand image that the product itself becomes synonymous with the brand. Take the chocolate brand Cadbury, for instance. Its meticulously cultivated brand image is so powerful that the very word “Cadbury” is practically synonymous with chocolate in India. Broadly speaking, advertising can be categorized into two types- repetitive and narrative.
Balance is key: the quality of the ad and its frequency across television, newspapers, and other media matters. Shockingly, some pan masala ads see increased demand, suggesting they reach their target audience or exploit consumers who believe celebrities genuinely use the product. Consider the perfume industry: Shah Rukh Khan calling Denver “the scent of his success” manipulates less literate audiences into buying luxury items. However, constant commercial bombardment often backfires, creating a “reverse nudge” that discourages purchase.
Moving beyond repetitive tactics, we have narrative-driven ads. These commercials weave stories, aiming to resonate with viewers on a deeper level. The product becomes relatable, the ad lingers in memory, and even goodwill towards the brand can blossom.
Who can forget the iconic Bournvita ad, where a mother trains her son, culminating in the slogan “tayyari jeet ki” ? More recently, Amul’s “Taste of India” ads leave a lasting impression, their catchy jingle often finding itself on our lips.
Then there’s Tanmay Bhat’s Cred series, where Rahul Dravid’s “Indira Nagar ka gunda” persona was, to say the least, entertaining. Remember “Boost is the secret of our energy”? It propelled many young cricketers towards that drink, featuring legends like Sachin Tendulkar and MS Dhoni.
One particularly beautiful example is a Nescafe ad where a radio RJ desperately tries to generate calls. Realizing “jab koi nahi sunega tabhi to phone bajega!” (no one will call if no one’s listening), he confesses his insecurities on air, sparking a wave of calls and confessions from hidden listeners. This seven-year-old ad continues to be fondly remembered.
These brands prove that powerful narratives can leave a lasting mark, even for less profitable companies. Nirma’s iconic washing powder ad, featuring the playful jingle and family, is a perfect example. While you might not personally use their product, the ad undoubtedly resides in your memory.
But the truly fascinating evolution in digital spaces like YouTube is personalized ads. These ads leverage algorithms to become like personal shoppers, curating content based on your searches and interests. While this caters perfectly to individual desires, it can also create a somewhat monotonous experience, devoid of the unexpected delight of discovering exciting new products. So, while repetitive ads might grab attention quickly, they rarely stick around. It’s narrative marketing, with its power to weave stories and forge emotional connections, that truly builds a loyal and lasting fanbase. It’s the difference between short-term buzz and long-term brand loyalty, ultimately leading to, arguably, greater profitability.
