Reality Bytes!

I am an avid ad enthusiast and follow ads closely. In doing so, I observed a trend that is prevalent in most of the ads that we see today. I have been noticing that ads, today, are moving away from larger-than-life images and visuals. They are telling a ‘story’. How are they doing it? If you people notice, most of the ads today are based on small real life incidents. They are taking a slice out of our, so called ‘mundane’ every day life, and trying to convey messages through them.

It is very common for all the family members to gather in the evenings, after everybody has come back from work. This is very commonplace. Such ‘adda’ sessions are used to discuss various things (and I admit a certain amount of bitching too!). The range ranges from anything to sports (specifically, cricket), to politics (the younger female group generally comments on how cute Rahul Gandhi looks), to why the girl next door is not getting married, etc. A paint company uses this to great effect in a TVC that is being aired now. The TVC shows a family discussing the various colors that they could use to paint their house just before Diwali.

Another good ad that is being aired currently is the Vodafone ad featuring Irrfan Khan. The ad shows Irrfan calling up relatives to invite them to his brother’s wedding. He cribs about how relatives go on talking and inquire about a hundred other things, and all this on STD. These are very common happenings that we experience, and conveniently, overlook and forget.

In today’s times, when differentiation between brands on the basis of features alone, has become very difficult, it becomes important to approach the consumers in a different manner. Building up a connect becomes very important. Under these circumstances, almost all the brands have subscribed to this idea. ‘Give the consumers a reason to buy your brand. Giving features is not good enough, everybody does that. What are you giving extra?’ seems to be the mantra.
There is also another reason. We, as consumers, relate to things better that are closer to real life. This is not cinema, where we are happy to shell out 250-300 Rs to watch out favorite heroine, sway to a tune in a chiffon sari on the Alps. There fantasy works. However, there is a touch of realism even in our movies now. India is a large middle class country that has a ‘mundane’ existence. However, we still relate better to it when we see a housewife, struggling with something and when a brand comes to her rescue.
Historically, cola ads, in India, were the most lavish ads. Even they have turned to reality. You need an example, the ‘aap muskuraenge, bulbule gungunayenge’ ads of Coca Cola (featuring Aamir Khan). Also, reality is big on the small screen these days. This further advocates the use of reality in ads as well. There are many other examples like the Tata Sky Ads (featuring Gul Panag and Aamir Khan), the latest Airtel ad (featuring Shahrukh Khan), the new Platinum forever ads among many others.

The reason as, I mentioned above, is to build up a connect with the consumers. This might be termed as ‘emotional branding’ where the brand tantalizes the emotions of the consumers and attracts them towards it. From what I perceive, this trend is here to stay and for good.