When brands attempt to co-opt experiences or emotions not central to their offerings, Brands fail. Take the case of Google’s Diwali advertisement – crafted by Lowe Lintas. It likely began with a straightforward fact reflected in the rich consumer data. While Gen Z was all for online shopping, consumers aged 55 and above were less absorbed and primarily absent from the digital marketplace.
A hurried focus group and a handful of in-depth interviews were commissioned to understand the core of this behavioural problem. In one of these discussions, perhaps a solitary voice from Patila or Bhitanda or Jaunpur would have stated that the digital platforms lack the charm and excitement of bustling markets—“Isme, who maza kaha jo ek mele mein hota hai.”
This singular brilliant insight, however quirky, may have created a ‘eureka’ moment in an overlooked and underworked account planner’s mind, who was looking for the next award. With highly misplaced conviction, the creative team would have taken the planner to a rare creative discussion meeting, where, strategically, it was proclaimed a breakthrough and an opportunity to redefine the market. Instead of a nudge, this was supposed to be a big push. There was purpose and idea there.
Abracadabra, the client, was on board, and the creative team was all set to capture this sentiment they believed they could nail with persuasive words and hammer impactful visuals in a storyline that would blow the audience’s mind.
The ad attempts to evoke the thrill of a bustling mela, where shopping transcends mere transactions. However, despite its artistic efforts, beautiful visuals, and skilled actors, the execution fails.
The creative team consciously refused or failed to question the essence of a vibrant mela rooted in communal experiences and personal connections. The client’s doubts were buried under the tsunami of creative confidence- a team that has rarely failed to deliver on and beyond the brief.
The team and Brand failed to recognise that meal is a family’s shared excitement, the joy of discovering unique items, and candid suggestions from local vendors are irreplaceable aspects of the mela experience. The storyline, inspired by a Dadi—a character well played by the actress—reflects on past shopping moments with fondness, but the execution completely fails to capture the genuine exhilaration that comes from such interactions.
The account planning ( if it existed) failed to differentiate and dig deep. Mmela is more than just a physical space; it’s a community hub where individuals engage, share stories, and create memories. The magic of the mela lies not only in the items for sale but also in the atmosphere it fosters.
You don’t just purchase goods; you form connections, enjoy local delicacies, and immerse yourself in a spectrum of experiences and memories. This rich context makes it impossible to equate a mela’s hustle with the sterile online shopping environment.
The appeal of e-commerce lies in its convenience, speed, variety and a no-question-asked return. Undoubtedly, Google’s attempt to frame online experiences as comparable to the joyous chaos of a mela fails. The notion that a couple of clicks can replicate the excitement of human interaction and the serendipity of finding the perfect item is laughable.
To remain credible, the brand must acknowledge that online and offline shopping are distinct experiences, each with unique merits. Rather than awkwardly juxtaposing the two, the brands should / could have highlighted the advantages of efficiency, safety, and expansive online options. Leveraging these advantages could provide a more authentic narrative that resonates more with consumers. But it would not answer the lone old voice in the focus group that longed for fond memories of buying a jutti in the meal.
Ultimately, Google’s messaging lacks an appreciation for the vibrancy of offline experiences compared to online conveniences. While the ad aims to evoke nostalgia and connection, it fails to provide a relatable and genuine representation of the consumer’s reality. Rather than trying to re-engineer the pull of a mela, Google should have focussed on fortifying the identity of online shopping through the phone, celebrating its benefits while recognising that some experiences are simply irreplaceable. Brands fail to resonate when they try to misappropriate an experience that is not intrinsic to them.
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