Tanishq’s remarriage Ad (mixed reaction)

Tanishq’s remarriage Ad (mixed reaction)

The Tanshiq’s latest ad on the concept of remarriage has grabbed huge attention.

The ad has received mixed reaction from the marketers and viewers.

Experts believe that it was a very good attempt. It has been applauded with tags like – taboo breaking, outstanding and progressive. Adweek has described it as “not only revolutionary. It is crazy bold “

The ad has been praised a lot for having the potential to mould the thinking of the audience. The portrayal of dusky lady with a child going for remarriage, itself is a very bold act in Indian society. By this tanshiq wants to give the message that “it’s time to change the perception, time to break old norms”. It wants to capture the audience with the emotional appeal of the ad and the moral behind the story.

Tanshiq has been always viewed as a jewellery brand with awesome designs for elite class. The average audience believes that this brand is not to cater their needs. By this ad tanshiq also wants to change this very perception of people. The amount of trust built by this ad will inspire the upper middle class to consider it as an option. It will have high ad recall value.

It’s a misconception that the ad is targeting only that segment of market who is remarrying.

Critics speak:

• -       Is the ad positioned correctly?
• -       There may be a situation, when people will remember the ad but will not be able to recall, the brand ”tanshiq” , as they were lost in the inspirational story?
• -       Is the story too daring for the traditional market?
• -       Will there be substantial influence on sales?
• -       Some tweeted “advertising cannot be the moral compass- strongly get a grip on where to look for guidance from” 

At the end, after all the mixed reaction this ad will be remembered in history of Indian advertising as one such ad that stirred the thinking process and generated strong reaction from the audience.

Why is it so difficult to change???

Why is it so difficult to change???

Changing with the time is utmost essential. Still we see many successful companies not realizing the fact when to change their moves. When observing the trends, industries which change very fast are entertainment and education. Yet, we observe the more the company is successful, the more it difficult is it for them to change.

One major reason is that, they don’t know when exactly to change. With their tenure of success they have created an image of theirs’ which they feel should not be disturbed. Further their culture, beliefs and practices have been well adopted by their employees, which they religiously follow as they think these are the only factors for the success. And thus no one challenges them.

But one should understand strategic drift caused due to imbalance of strategy with time.

For example Nokia failed mainly because of two reasons:

Firstly, it didn't foresee the upcoming technological change and lack of flexibility in U.S. markets. In the era of fast changing technology and changing consumer behavior, Nokia under-estimated its competitors and remained more self-centered.

Big companies are often in an illusion that consumer don’t change their mind quickly. They claim that people don’t easily switch in case of superior and premium products. But they should understand that forces of mobile communication, globalization and most importantly digitization are posing great threat to the sustainability for all big shots.

To overcome above mentioned challenges the companies should take care of following to things:

• Get rid of competitive myopia – one should not focus entirely on competitors as it may cause distraction/deviation from the strategic threats and opportunities.
• Focus on "forgetting curve" – to learn something new it is necessary to forget something. This is in the context of those behaviors and activities which are no more functional and valid in industry.

                                               

One Indian brand which has been globally acknowledged for its fast adaptive nature is Amul. It has never spent more than 1% of its budget on advertising and yet is no. 1. It’s all because all its ads and campaign are designed on current scenario. They have used their mascot very well.

       

Marketing strategy for Men vs. Women

Marketing strategy for Men vs. Women

It is very well seen that strategies to attract man and woman are quite different in this ad world. This is done because both these gender do react differently to same marketing strategy. To know how these two are different in terms of marketing prospective, here are few of the points:

Shopping style:

Men prefer shopping in store which has concrete elements like parking facility, sufficient store inventory. Stores aiming to attract men focus on keeping the shelves stocked with product men would like to purchase. On the other women prefer seeking information from the salesperson. So, stores aiming to attract women take care that they have courteous and knowledgeable sales force.

Decision taking pattern:

Men while taking a decision to purchase a product first prioritize the features of the product which they need and then eliminate the low priority features. Then they evaluate the product on the basis of top priority features and take final call of buying the product. Unlike men, women evaluate the product on the basis of all its features. While men discard the competition before everything is considered, women on the other hand take a decision after the overall picture is seen.

Communication information:

For men the product needs to have detailed ad. For instance if one places the important features of the product in the beginning and then mentions the background detail of the product, this type of ad is well suited for male gender. But in case of women one need to first set the background and then highlight the important features of the product. This reaction is not at all strange because it is rightly believe that women connect to things emotionally. Again this is a general perception of both the genders, there are exceptions.

Ex: A car ad targeting men would focus more on its mileage, speed, swiftness and then focus on emotional aspect, whereas for women the ad will start with mother lifting her child and making him sit properly in the car and features of the car.

Product identification:

Men are very much conscious while purchasing any product. They are conscious of the fact whether the product has feminine identification. They give more importance to feminine inclination of the product rather than its utility. For that matter men cosmetic product have different packaging as compares to women. The packaging is more like the packaging of cigarette or liquor. While women have no such constraints, they are left with more choices.

Rational vs Emotional appeal

Rational vs Emotional appeal in IMC

The decision of what to keep the base of marketing is an all-time debate-able topic in marketing community.
There have been arguments from few marketers who prefer rational appeal as they believe demonstrating product feature, its use helps consumers to take better decision. While on the other side there few marketers who advocates – emotional appeal leads to effective communication connecting at a visceral level.So, the best marketing communication if often generated with perfect blend of both rational as well as emotional appeal. This decision in backed by the saying:
“People do buy on emotion but then they justify their decision with logic” 

What is Rational appeal?
Ads in which physical qualities of product is being advertised is said to have rational appeal. This framework also follows the approach of listing benefits- by this we mean that the products benefits to the consumer are advertised rather than the product features. It is also backed by some statistics showing the user base of the product.
Example: Generally most of the electronic gadgets like laptops, cell phones focus more on the rational appeal of the ad. Now-a-days even big food-chains also follow this like dominos.

  What is emotion appeal?
It is believed that emotional advertising speaks more or less the primal tongue. The communication is mainly through the design, color, music and motion. While the rational mind seeks logical relationship, the primal mind follows symbolic relationship.
The emotional advertising use various appeals like humor, love, fear, pride, guilt and so on.
Example: The best examples on this line is of dairymilk ads, Tanshiq ads on the concept of remarriage,etc 

How to decide when to have rational appeal and emotional appeal in ads???

This decision can be taken by concept of “dominant mood”. The dominant mood explains where the product’s most important appeals falls on the scale between rational and emotional appeal. Once the dominant mood is decided, it remains fixed for the entire marketing strategy in all forms.

The dimension on which this is decided is as follows:
Differentiation – if the brand is highly differentiated from its competitors, then one should apply rational approach. In order to highlight on the uniqueness of the product demonstrating the benefit to customer is essential. But when there is not much difference between brand and others in the category, one should go for emotional appeal.
Innovation-If the product is  new in market, then it should be aired with rational appeal as highlighting the features, advanced technology used and ease in usage, is very much essential.
Price-It is believed that goods with high purchasing value involve rational approach. Reasoning being that people tend to evaluate the relative attributes of product/service. But at same time some marketers also believe that use of emotional appeal is necessary to sell luxurious items.
The final dimension would be the importance of the product/service to the concerned prospect.

Source - ATTRACTIVENESS

Source characteristic-ATTRACTIVENESS

In the ad world, 'Attractiveness' characteristic of source is very important. The three elements of source attractiveness are :

• Similarity

• Familiarity

• Likability

Similarity implies to the fact of resemblance between the source and receiver. How much the receiver finds itself similar to the source? Similarity can be in terms of lifestyle, habits, beliefs, needs and goals. The idea here is that people tend to get persuaded more when they see or hear something similar to their own characteristics’.

Example: Airtel ad “Har ek friend jaroori hota hai”

This very ad of airtel has modified and re-established itself as brand for youth. Message was completely on lines of friendship as it wanted to leverage on emotional aspect “friendship” and physical aspect “mobile phones”, which at the end connect all of them. The message appeal is perfect blend of various shades of friendship which help the audience to associate more with the ad.

Learning: Importance of product and promotion is directly associated with the third P, people. It is righty said that its through promotional content, strong association can be built between consumer and product. And once the perception of product is created, it’s very difficult to change.

Here, the lifestyle, habits, belief and needs of the characters in the ad are very much similar to today’s youth. And therefore this campaign was a great success.

Next the familiarity implies to the popularity/knowledge of the source. How much the source is known to audience? The companies do spend a lot on celebrity appearance in their ads. The main reason behind this is that they believe that these celebrities have the “stopping power”. The influence of these celebrities can help in changing the perception of product in viewers’ mind or it can instigate a thought towards the product.

Example: Slice:Aamsutra campaign

This ad was designed to position slice as delivering superior mango experience for its consumers. With the tough competition in market from the well established brands maaza and frooti, slice had to come up with something new and highly attractive. Since the drink is mere mango juice that they offered which itself was not new in market, their main focus was on the positioning of the product.

Hiring Katrina Kaif for their ad campaign proved to be the most correct decision as this celebrity had the highest stopping factor among the youth(to be more specific).Further the storyline of ad which makes drinking of slice as act of pleasure in the crouching heat of summer, bags more inclination towards the ad. The ad focus on the concept of indulgence and pleasure to be take a step ahead with excitement. And this could be well executed only with the appearance of celebrity which would arouse all the above mentioned emotions.

Learning: In case of celebrity endorsement, utmost attention is required to maintain the thin line between the sensuality and sexuality. If the blend is not perfect, that is if too much sensuality is there it would make the ad less view-able and overshadowing the product and too less will make the ad boring. And as the image of product has directly linked with the image of celebrity, the future product depends a lot on future image of the celebrity. And finally the most difficult task is to choose the celebrity who will symbolize your product perfectly and at the same time will be equally attractive.

Likability- it implies on the fact of likeness of the audience towards the source. This likeness can be because of many reasons like physical appearance, behavior, personal traits. For this the source may not be known personality. It is just the characteristics of the source is very much likable that attracts audience.

Example: The TATA tea campaign “jaago re”

The very ad in which the lady while making tea describes to her husband the political unrest in the country and suggests how the situation can be handled.The entire conversation revolves around the process of making tea.This ad had very high likability because of the personality of the lady and the inspirational thought process of the lady.These two traits impressed the the audience to great extent.So,an ad can be attractive if the characters or the role of the characters in the ad is highly likable,when though they are not known faces.