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khaliThis year witnessed many low-involvement category brands coming up with captivating narratives of communication. Insurance (a category which is typically classified as low-involvement category) has been taking the emotional route to get the consumers involved for quite some time. This year, saw the trend of long format ads from the insurance companies.

One usually sees average and predictable narratives being woven when it comes to cement ads. But the latest communication from Ambuja Cement with brand endorser Khali is one of the most memorable ads for this category. Similarly, Greenply and Century Ply played on this emotional connect during their ad campaigns in order to engage more consumers. Mythology has been used by a lot of brands before, but Scotch Brite’s ad hits the spot bang on in terms of the casting, execution and jingle. We take a look at the interesting ads launched in 2015 in the low-involvement category, which gave a boost to the brand.

INSURANCE BRANDS
The year started with long format emotional ads from insurance companies, like HDFC Life, Tata AIA and Birla Sun Life. The ads were present across mediums and the highlight of the campaigns was that, it conveyed a positive message of getting on in life with grit, determination and a smile, unlike what we used to witness before.

AMBUJA CEMENTS AD CAMPAIGNambuja_cement_1
Ambuja Cements in their latest communication with the Giant Khali broke the internet owing to the manner in which it was executed. It must be mentioned that Ambuja Cements is the only cement brand with a perceptible ad recall value. Though the ads have been pretty standard in terms of creativity, Ambuja Cements has up its ante since Publicis took over as the creative agency. The ad took the social media by storm, with people widely appreciating this unique creative approach ever made by any cement brand in India. Conceptualised by Publicis, it took a humourous and light hearted approach to highlight the story of Khali’s life, how the strength which gave him recognition was turning to be his biggest problem.

…these kind of ads are a blank spot for men but the Scotch Brite campaign managed to attract the attention of the male audience…

SCOTCH BRITE AD CAMPAIGN
In the month of July, Scotch Brite, the home cleaning solutions brand, released a humorous ad to re-launch their Scotch-Brite Scrub Pad. In a low involvement category with very little perceived differentiation, there are many small players with similar looking green pads. Grey Group, the agency behind the campaign understood the need to communicate the superiority of Scotch Brite in order to stand out from the clutter. Using mythology, the attempt of the brand was to deliver the message in an interesting way.
The highlight of the communication was that usually these kinds of ads (scrub pads) are a blank spot for men, because somehow it doesn’t concern them, but this campaign from Scotch Brite did attract men’s attention as well.

GREENPLY & CENTURY PLY
The humourous CenturyPly commercial titled ‘Khushiyon Ka Rangmach’, featuring Nana Patekar, hit the right chord with the consumers by shedding its core propositions which boasted of ‘strength’ and ‘durability’ and infusing humour to highlight the importance of products like a sofa or a table in our daily lives. Greenply’s campaign launched in July this year nudged the viewers to ask questions in order to help them make informed buying decisions. DDB Mudra on the other hand created an emotional spot to launch CenturyPly wood’s sub-brand named Sainik.
Marketing strategies can never ignore women as they are pivotal in household purchase decisions. So can advertising strategies be any different? A recent fl urry of ads confi rms synergy between the two functions. Bajaj, Nature Fresh Sampoorna Chakki Atta and Fortune Rice Bran Health Oil have reiterated the importance of family support for career women, in their latest commercials.
The Bajaj commercial reverses the age old adage of a woman being behind every successful man by captivating a contemporary insight –today, behind every successful woman there is a family, as it is often impossible for a woman to juggle personal and professional commitments without the support of the latter. A majority of women leave their jobs, when they become fi rst time mothers. Many want to get back to work but are apprehensive that their job as a mother will take a backseat. This is where support from the family becomes crucial and this is the key insight captured by Onads Communication in the commercial.

On the occasion of Diwali, Fortune Rice Bran Health Oil released a new commercial titled ‘Is Diwali, ghar ke saath saath, dil ki safaai bhi kare’ which stressed on the fact that Diwali is not just about cleaning and illuminating your homes, it is about illuminating your hearts and minds as well. The ad talks about the importance of a woman’s career in a light hearted manner and draws attention to the fact that a man needs to be supportive towards his wife’s profession.nana

Nature Fresh Sampoorna Atta has gone a step forward in questioning notions of some established interpersonal nuances of Indian households. The latest ad titled ‘Khali pet jung nahi jeeti jaati’is a story of a woman, whose in-laws wants her to concentrate on family planning and have a baby. The woman wants to concentrate on her career instead for the time being. After initial hesitation, her decision not only gets support from her husband, but from her in-laws as well.The ad, conceptualised by FCB Ulka, takes a family route to make a point and simultaneously connect with consumers. Commenting on the commercial, Vasudha Misra, Sr. Creative Director, FCB Ulka, said, “Often this category is very functional and fails to connect with the audience.

The intention is to launch the campaign with a conversation that is topical and connects with everyone.” This trend of women empowerment is not unprecedented in Indian advertising. Last year, Raymond had released their ad ‘Being there’ which broke the cliché and the mindset by showing that a man can take equal responsibility of the child by staying back at home and letting the wife go to work. Conceptualised by Famous Innovations, this ad portrayed the qualities of ‘The Complete Man’ by showing a husband who is not mired in gender stereotypes, but is a responsible husband.
On the other hand, Airtel’s ‘Female Boss’ ad had created a lot of furore on the social media and drew fl ak from some for being ‘sexist’ and ‘stereotyped’. The ad was a story about a resolute female boss ordering two male colleagues to get an assignment done, with one of them protesting its feasibility. The boss, however, was unrelenting to this protest. Later in the evening only one man was shown working over-time. He receives a call from his wife—the boss being the wife. The ad portrays the effort of a strong female boss at work on one hand, and a caring wife who wishes to spend the evening with her husband. She, in turn, ends up cooking a scrumptious meal for the husband while he slogs at work. It was termed sexist on the grounds, that on one hand, she is being shown as the boss on the other hand, it is expected that, she will only go home and cook for her husband.

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