You are in the midst of a party
with family and friends,
having a ball of a time and all of a sudden, an intense pain
grips your chest and you collapse. This is your first acquaintance with
death staring you straight in the face. Equally numb and tensed are
the guests at the party with an anxious what next question? However,
the very next moment, you see a beam of hope with the pulsating sound
of heart beats in the backdrop and a brand that evolves on your
TV screen on an optimistic note. This is the ad of Saffola with the tag
line: Saffola – Swasth hriday ke dil ki dhadkan (For a healthy
heart). The Saffola commercial is by far one
of the most classic examples of story- telling for leveraging
creativity, generating curiosity and also triggering social awareness. The
ad was an instant hit and so was the product as it struck just the
right chord with the viewers by effectively driving home the message
about heart care and building up the curiosity level. Through a
story-telling technique, in its subsequent campaigns, Marico, the
parent company of Saffola, was successful in portraying a socially
responsible image for itself.
Generating creative ideas to attract the attention of
the audiences and arousing their interest has always been one of
the toughest tasks for a marketer, or for that matter an advertising
person. At times, they manage it quite easily, while, at others they have to
resort to gimmicks and short-cuts like celebrity endorsement.
Commer-cials, today, have quite visibly moved much beyond the rhythmic
jingles, systematically toned voice-overs, garishly presented models,
stylish show of technology and the omnipresent celebrities, leading
the prospective customer through almost every product in the
shelf. In fact, while marketers are openly welcoming innovations, to
rise above the clutter, the customers too are keenly lapping up all
such experimentation. Curiosity and social consciousness is clearly
the new trend driving creativity and market economics in the
current scenario. |
