Sumanto Chattopadhyay
Executive creative director, South Asia
Ogilvy & Mather
Since there is some level of bias in our society, unmarried women constantly feel the need to look fair and attractive if they want to find a good life partner. Fairness cream brands play on this insecurity, as do anti-ageing products, which say that if you want to keep the romance alive, use our product.
Even women’s product categories, from sanitary napkins to face creams, will tell women that they can be more confident if they use their products. Fear is also a big purchase trigger for categories such as insurance, where you will see an ad where a wife thinks her husband has had a heart attack, when he’s just taking a nap.
However, most brands usually steer clear of this emotion, unless it’s a manageable fear with an instant solution, as research shows that consumers tend to switch off if the message makes them too nervous. That’s when humour comes handy, a good tool, as it disarms the consumer for a moment and enables the message to go through. The ad for Zicom security systems, featuring a grandma who’s home alone with a little child, is a good example of this.
Coming days: A lot of categories will also start using guilt as an emotional hook to push certain categories and products. So, we will see a lot of brands from categories such as health foods play on that emotion by telling parents not to compromise on their child’s health, future or well-being. Also we will see more focus on things that offer solid value and stability.
So, you may see advertisers who may offer consumers a chance to win gold-plated goods, gold coins, etc. Sectors such as real estate, which are hit by the slowdown, will use temptation as a strong hook, by making the proposition extremely attractive. Whether it’s the structure, the location or the way it is promoted.
KS Chakravarthy
National creative director
DraftFCB+Ulka
Most campaigns that have enjoyed consistent success leverage one strong purchase trigger (emotion) interpreted in different ways. Bharti Airtel Ltd, for example, has consistently pegged its network story on unbreakable bonds. We use rivalry with the male of the species in our Hero Pleasure work (”Why should boys have all the fun?”). Minto Fresh is on the tried and tested—but still one of the strongest—emotional need to impress every beautiful girl you meet .
Coming days: Some niche brands will flirt with so-called negative emotions—being nasty just for fun, humiliating someone because you can, etc. But mainstream brands will continue to use triggers such as caring, protecting, sharing, pride, security, ambition, admiration, respect and hope.
However, it doesn’t matter what emotion you latch on to—dozens of brands have already done it before you. The only way your brand will stand out, and connect, is by looking at it from a fresh perceptive, through the lens of a powerful new insight.
Ashish Khazanchi
National creative director
Ambience Publicis Advertising Pvt. Ltd