Known that TV advertising totally works out to create a ‘˜halo effect’ on the consumers, companies have successfully created ads that a majority of the audience can connect to.
Strong creativity is equivalent to a high success rate.
Known that TV advertising totally works out to create a ‘halo effect’ on the consumers, companies have successfully created ads that a majority of the audience can connect to. Individual advertisers might think they are just trying to sell a particular product, but advertising as a whole sells us an entire lifestyle. Frankly speaking, TV commercials hold the ability to create deep, long-held emotional associations, which is one of their unique benefits.
When talking of TV commercials, what better example to give other than the Insurance company ads. From ICICI Prudential’s par bande achche hain to SBI’s taaki pyaar ke beech paison ki kami na aaye, every ad created by any insurance company accomplishes the striking of chords in an average Indian home.
According to a new study, the shift from snarky to downbeat ad campaigns is a smart move. The ads that evoke a pleasant feeling among the viewers resonate with consumers more than negative, neutral or information based commercials do. But, off late a number of other products have started delivering similar ads. The new Fortune ad shows how a grandmother does not give up and heals her grandson who is struggling to live, irrespective of the nurse sending her away every day. The punchline that follows is aakhir ghar ka khana, ghar ka khana hota hai (after all home cooked food is home cooked food).
A recent survey shows that companies exclusively give these ad campaign projects to people who know and have been there, so as to make it connect with the common man. Striking the benefit of taking a positive approach in advertising lasted across industries and increased their value among the consumers.
Insurance companies straightaway stick to their direct meaning- making people understand that there’s someone to take care of their family in case anything happens to them. And for that, unless they connect with the people, they are not going to get any visibility. I, personally, am unable to decide which insurance should I go for, as I can connect to almost all of them (wink).
