Technology day, Valentine Day, Armed Forces Day, Day of the underprivileged, Language Day, Mothers’ day, fathers’ day, womens’ day and many more. There are too many special days. The brands keep trying to discover or create a higher-order purpose to engage the audience. Many of them are just lip service.
As a brand and marketing consultant, I advise clients to comment on special days if they have done something substantial in that area. Otherwise, if they insist, just wishes would do.
For some categories, these days are a perfect fit. The brands have to say or do something different. Find an unexploited nuance that they can associate and better are seen aligned to. This communication may be for a short duration, but the communication is serious. The efforts are at par with any other brand communication. All are aiming for digital preview and viral shareability on social media. Nothing wrong with it. Brands and their strategic creative associates are expected to do this.
MAHINDRA- Acts Mean A Lot More Than Ads.
We have seen brands use Mothers’ Day to create a strong brand association. Some work – some don’t. But the one that worked for me is significantly simpler. It is an act, not an ad. It is not merely words but deeds. And because of the way it has been done with subtle simplicity, it is far more authentic and emotional. That is Anand Mahindra’s tweet on Mothers’ day, sharing the company fulfilling the promise of providing a new home to Idle Amma made sense.
Lovely Mother Representation by Tanishq.
This time Tanishq hits the bullseye on Mothers’ day. Motherhood – as an experience. Well presented. It is a 2-minute ad on digital media. Well done. It is beautifully crafted and well-acted. Keeping the interviewer off frame masterstroke. A maternity break isn’t a gap in her resume. It’s a Bootcamp in leadership.
ID -Overload Brand Integration.
Compare it to the heavily (not heavenly) emotional ad from ID full of product placement on Mothers’ day. At times intrusive product placement. The communication could have been equally or far more effective if the packs were not so forcefully integrated. They are still stuck with #KHANNAKAYA and in-the-face brand placement. But this time, the emotional content is high.
Remember- when the message is completed in mind, it leaves a far more substantial impact- than when the brands try to spoon-feed their association. The thought is excellent, but the execution could have been far better.
BANDHAN BANK- Mother The Biggest Banking Inspiration.
If you must integrate the product or the brand, it can be done subtly. Bandhan Bank has done this nicely and in a way that most households would relate to. It is lovely the way banking products are positioned and explained. Aavas Financiers voice a similar thought but due to different visualisation and it being completely centred within the classroom, it lacks impact.
Panasonic Good Cause Weak Brand Link
Meanwhile, Panasonic takes on a good cause- making Mother-care part of Childcare. And it should be – because healthier moms make healthier families. But the brand product and the thought seem too distant and unrelated. What’s happening here?
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DSM Group Good Connect Focussed Approach.
DSM group operates in the area of animal and human Nutrition and Health. Its original name is Dutch State Mines, but now it would want DSM to read as DO SOMETHING MEANINGFUL. They have been focused on Immunity development. Hence their communication in the past has talked of #InvestInIron #InvestInYourImmunity and now again pushing #InvestInIron. The communication created around #WorldAnemiaDay ( 26th Nov) is relevant on Mother’s Day. A case of clearly identified relevant purpose and objective under #ProjectStreeDhan
PREGA NEWS Connecting With Imperfect Mother
Then there is MANKIND PHARMA which keeps surprising you with their communication. The brand in the past has demonstrated strong insight-oriented work with women’s day– so there is consistency in approach and tonality. This time, they do it brilliantly for PREGA NEWS with #SheIsImperfectlyPerfect on Mothers’ day is something that will touch every mother. Why should perfection be demanded from every mother? Why should the mother always be under pressure to be perfect? Perfection is, in fact, a myth and imperfection a part of life.
NET-NET
And yes, if the brand focuses on the special days, they can make an impact, thus creating or at least initiating a solid relationship with the audience. Yet, one has seen more ads than acts. The audience wants proof of preaching and questions the degree of involvement with the cause. Something that the brands must reconsider in the changing media and market scenario.
In that space, the Cadbury dairy milk digital campaigns like the FREE ADS WITH SRK, promoting local businesses, and the recent IPL behind the scenes are far more effective and relevant. There is something for the other brands to learn.
MOM of a Different Nature
Meanwhile, MOM ( Methods of Madness by Scarecrow M&C Saatchi) sends a heartfelt video message to the sons and daughters of India’s creative families. If you have anything to do with creative communication, you must watch these sessions that MOM has carefully recorded. You will hear Prashant Godbole, Agnello Dias, Bobby Pawar, Kalpesh Patankar, Ashish Khazanchi, Sajan Raj Kurup, Arun Iyer, Emmanuel Upputuru, Josy Paul, Viral Pandya, Vikram Gaikwad And Dave Dye, Definitely a motherly moment.
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