What Ticks for Indian Consumers/ Women – Dhunji Wadia

12 Nov,2014

Continuing with our extracts from the second edition of the MxMIndia Annual, we present contributions by Dhunji Wadia

 

 

Inspirational advertising versus aspirational advertising

 

By Dhunji Wadia

 

What brands think of consumers will determine what consumers think of the brand. Advertising is mostly inspired from consumer observations and insights and often ends up inspiring consumers. Hence, there is a constant process of evolution. Today, the rate of evolution is at its fastest yet. And brands are changing rules faster than anyone has done before.

 

Take the case of Dove’s Campaign for Real Beauty, which broke away from the typical airbrushed, size-zero stereotypes that have been featured in personal product advertising for decades. The aim of the campaign was to celebrate the natural physical variation embodied by all women and inspire them to have the confidence to be comfortable with themselves. The campaign’s mission: “to create a world where beauty is a source of confidence and not anxiety”.

 

They have gone a step further with the Dove Real Beauty Sketches campaign that illustrates women’s self-esteem and the difference between their self-perception of their looks compared to others perception. There’s an aspirational quality attached to this brand’s point of view. Which, at the same time, is a source of inspiration too. The recent Bournvita ad – ‘Tayyari Jeet Ki’ brings a fresh perspective to the mundane health drink category.

 

 

 

The mother’s role is not only to nurture, but also help unlock the child’s potential. She plays the role of an equal partner in the child’s journey. Even after getting celebrities on board, the mantra holds true. Plain endorsements are a thing of the past. In the Titan Raga campaign, when Katrina hangs out with her mom as her trip is cancelled, there is a whole lot of inspiration through a fresh perspective. Hema, Rekha, Jaya & Sushma – the Nirma Women, who pushed out a helpless ambulance out of dirt without any hesitation, have paved the way for a whole new era of Indian advertising for women.

 

Many brands have aspirational value. But when you touch the hearts of your consumers through inspiration, that’s when they will share the ad with their friends, they would like to discuss the idea, debate over it and become unconscious evangelists for your brand. There is no competition here. It’s no longer about Inspirational vs Aspirational advertising. And brands that are constantly moving towards an amalgamation of ‘Inspiration’ and ‘Aspiration’ are poised to be the most successful ones. They will catch your attention, amaze you, make you wonder, bring a smile to your face and go a long way towards creating strong bonding with them.

 

 

 

Tomorrow: Thursday, November 13: —

 

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