CREATING EMOTIONAL ADVERTISING THAT BLENDS A BRAND TRUTH WITH A HUMAN TRUTH AND A CULTURAL TRUTH.

So, you have a
– BRAND IDEA that shapes an
– ADVERISING IDEA OR CREATIVE IDEA and this in turn shapes an
– EXECUTION IDEA.

A. A BRAND IDEA has at its heart a core target audience, a differentiator and a benefit.

B. An ADVERTISING IDEA is
– FRESH- Distinctive vs competitor brands
– INSPIRING
– RELEVANT- Doesn’t ladder up too high and has a link to the product
– ENDURING- Is campaignable and lends itself to multiple executions

C. The EXECUTION IDEA would have a SETTING, a STORY ARC and a SIGN OFF. The sign off would be a call to action, or sum up a product function or Emotion.

EXECUTION IDEAS can be-
1. FUNCTIONAL where the functional benefit can be dramatised in an absolute manner through a PRODUCT DEMO. Think ARIEL DETERGENT ads. Or a side by side Demo. Think DOVE SOAP- Half face ads vs ordinary soap. These could also be TESTIMONIALS or ENDORSEMENTS.

2. EMOTIONAL where the product story is dramatised in a compelling way. Think SANTOOR SOAP with it’s long running MISTAKEN IDENTITY idea to sell a YOUTHFUL SKIN product story.

Here, Positive emotions like HAPPINESS, JOY, SURPRISE or even Negative emotions like ANGER or FEAR can be used. Think TATA SKY AAMIR KHAN SARDAR ad where he plays an old father angry with the product TATA SKY working too well due to which he has to do house chores.

3. PHILOSOPHICAL or PURPOSE driven. Think SURF EXCEL DIRT IS GOOD, idea. Or FORTUNE MUSTARD OIL PURITY OF CHARACTER idea to sell 100% pure mustard oil.

An example- Of EMOTIONAL ADVERTISING.

So FORTUNE was known as an edible oil brand, but wished to announce that it went beyond- It was into FOODS as well. This was the BRAND TRUTH.

A Food Chef or any Expert always starts small and then works his way up the ladder. He doesn’t stop at the simple dishes- Works his way up to the complex dishes. This was a HUMAN TRUTH.

Then we always love the UNDERDOG who persists against all odds, seeking to continuously improve. This was a CULTURAL TRUTH.

We found a sweet spot where our BRAND TRUTH fused well with a HUMAN TRUTH and a CULTURAL TRUTH creating the ADVERTISING IDEA- RUKNAA MAT. And this creates MARKETING GOLD. So our journey beyond oils was fused with the journey of a Chef who too goes beyond his first simple dish.

The EXECUTION was upbeat with Celeb Akshay Sir exhorting the viewer RUKNAA MAT, with engaging human truths of the FIRST SHAPELESS ROTI of an amateur chef, a daughter learning from her Mom, a couple cooking etc.

To see the award winning ad created in 2020: