How Emotional Marketing boosts consumer goods sales in India.
People rely on their emotions to make decisions. Even with a world of information at their fingertips, it is still unusual for a consumer to purchase with a purely calculating mind.
So what is Emotional Marketing? It is a marketing effort that primarily uses emotion to make your audience notice, remember, share, and buy products.
Emotional Marketing campaigns are majorly focused on associating emotions with products. Such campaigns give little to none importance to product features.
If you Look around, many products are being sold using Emotional Marketing tactics. Let’s explore emotional tone of Ads and their effect on consumer attitudes.
1. Cadbury Silk
Let’s be honest, Cadbury Silk and Intimacy are synonyms. Notice how this commercial draws attention of consumers towards their product through the emotion of Love.
Ever since Disha’s Ad went viral, I believe Mondelez (Cadbury’s Parent Organization) might have realized that they can heavily bank on the proposition of ‘Love’.
Starting from people licking their fingers in traffic jam to a couple sharing moments of endearment, these Ads have came a long way!
2. Nescafe
In a market like India where every other person is a Tea fan, Nescafe has positioned itself as a companion in daily struggles of commoners. Series of Ads showcasing glorification of struggle has helped the brand continue its journey into everyday life of Indian youth.
Nescafe’s theme is based on getting better at what you do by practicing your art every day, modifying your ways to make your uniqueness your strength and being stubborn enough to not give up. And with its iconic tagline ‘It all starts with Nescafe’ has created an instant connection with consumers.
3. Maggie
This Maggie Ad encourages consumers to experience the moments of cooking. Notice how all the actors are cooking noodles on their own. The emotion being associated is Nostalgia.
At the end, taste of noodles is depicted through the sound of licking and slurping at the end.
4. Paperboat
You know how a 30 something feels about his childhood. Paperboat wants him to savor those memories through their product.
Mostly shot in middle-class families, These Ads ride down the river of childhood memories. Had they campaigned like other juicy drinks like Tropicana or Frooti, I doubt I would have ever recalled Paperboat’s name.
5. KitKat
Everyone loves to take a break. And that’s universal. So why not associate this joy with a product ?
Over the years, KitKat has successfully established itself as a universal symbol of ‘Breaks’. And now a days, KitKat has become a ritual. A ritual of taking some time off, taking out a KitKat, Sliding down your thumb through the wrapper and ‘break’-ing it apart.
6. Domino’s
Over the years, Domino’s Pizza moved from a functional promise of fulfilling hunger needs through ‘Hungry Kya?’ to adding an emotional touch of happiness to a box of pizza with ‘Khushiyon ki home delivery’.
But if you observe them closely, In all of Domino’s Ads, The pizzas are delivered to a family/ friends having a quality time together. The pizza time is not just about hot, fresh and cheesy pizzas, but is also a moment when people come together and bond.
It’s when family and friends come together, reunite and spend moments together over a pizza. It is this belief that has been entrenched in its tagline ‘Yeh hai rishton ka time’.
7. Coke
When it comes to Marketing, Coke always puts their best foot forward. It does an extra ordinary job of associating itself with emotion of Happiness.
Observe that there is no mention of Coke’s taste in this Ad. Still it strikes a chord. Absolute genius!
8. Nike
Nike commercials relate to Athlete community through deeper emotions such as Inspiration, Struggle, and Sportsmanship . The theme generally revolves around overcoming inner voice self doubt with ‘Just Do It’ attitude. No doubt Nike’s product are top notch, But their Marketing campaigns are always a cut above.
9. Raymond
Raymond Ads have a special place in my heart for always being stylish, simple and graceful. Series of commercials portraying a caring husband, a well-read man, a doting father, an honest friend brings up qualities of chivalry. Notice that all Ads are shot in a way to subtly link Raymond brand image with ‘Prosperity’.
