Often in being comical or strange or bizarre, brands lose their sense of context and then stand out like a sore thumb
Can any brand ever imagine that a billboard done by it four years back and displayed in one city would be remembered? The almost impossible was achieved by C Krishnaiah Chetty and Sons, a jeweller from Bengaluru. For those who may not remember, the billboard screamed, “Let the world see your family jewels”. Serious, no jokes. They put this in the main city square, big and bold. Internet hasn’t stopped laughing ever since.
Grabbing attention to become memorable is the reason brands advertise. Attention is a rare commodity, it is not easy to find. Memorability is even rarer. In the cacophony of brand messages, status updates, newsbreaks, cricket scores, football goals, news of bans, WhatsApp jokes, et al, how much can one remember?
Today, more so, brands have it tougher grabbing attention. With the rise of social media, consumers have more things to do and watching and commenting on ads is just one more activity. Is creating bizarre ads with over the top appeal the best way to gain attention? Does it always work for the brand?
Scotch Brite had a hilariously comical conversation between a woman and God and how God blessed the Scotch Brite instead of her as God was distracted. The TVC is designed to be comical and make the viewer laugh. Dish cleaning is not the most involved category; making the consumer excited about the category is not easy. If anything, the brand garnered attention and conversation.
Does this work in categories, which are not low involvement?
AskMeBazaar has a strange take on online shopping. With Farhan Akhtar as brand ambassador, the brand has a
more comical take on shopping, services and other stuff that the brand does. Instead of what could have been a very engaging take from the brand on shifting habits from offline to online, what we get is a bizarre caricature of the brand.
GreenPly has had a melody chocolate moment (Melody itni Chocolaty kaise hai) with its series on Ask Greenply, the
context setting has no connection with the question being raised or the connection with the category. Many years ago Asian Paints had an almost similar take on home painting services: that take was brilliant.
These are just a few examples of ads from categories that are high involvement, where the task of generating interest is tough and where the image of the brand matters in making the choice.
Today, with millions of messages consumed across the day, being able to make an impression has become difficult.
Perhaps that is the reason brands are getting funnier.
Bizarre, funny or not, I think there are some things that brands do need to keep in mind to get attention. These are classical, old world rules that still work in today’s day and age.
One: Brands solve a problem; the reason they exist is because they have a unique solution to every day’s boring, mundane issues. They have to be meaningful in the way they approach the issue at hand and have an outlook that makes the brand stand out. Brands are not always about being faster, taller, grander, sometimes the brands are about doing one thing, but doing that one thing in a manner that others don’t do.
Two: The brand has to have a wider perspective, has to have a purpose to exist. The brand’s purpose has to be more than the sum of features that it has, has to be more than the what, where and how issues that brands often communicate. Purpose is a wider belief that works for consumers in the ever-changing world. Purpose gives the brand a charter to live by, a sense of manifesto that they can adhere to, a belief system that makes the brand long lasting. Consumer attention is scarce and miniscule; a sharply defined purpose will always get her attention.
Over-the-top cheesy brand appeals are created to grab attention. There is nothing wrong with doing so till the time the brand stays true to its purpose. When the brand loses focus and cracks jokes for the sake of cracking jokes, it becomes difficult for the brand to stand out.
Three: No brand can survive without the context. The context has to be real, relevant and something that makes consumers look at the brand. Often in being comical or strange or bizarre, brands lose their sense of context and then stand out like a sore thumb. When brands get the context correct, the creative metaphor becomes an easy vehicle to deliver the message.
Over-the-top cheesy brand appeals are created to grab attention. There is nothing wrong with doing so till the time the brand stays true to its purpose. When the brand loses focus and cracks jokes for the sake of cracking jokes, it becomes difficult for the brand to stand out.Even over the top appeals need an underpinning of smart strategy. Or else as the brand that promised something about family jewels, the world laughs and moves on.
The author is chief strategy officer and managing partner, Bang in the Middle