‘Hum jab honge saath saal ke aur tum hogi pachpan ki …’ it’s just an example of introducing lines of SBI Life Insurance TV commercial. Likewise, there are various brands in which advertising messages are framed by using various Hindi film songs or themes. Well, have you ever imagined how film sequences have been intertwined with various brand promotional ideas or themes? Especially in a country like India where films are considered as one of the most favourite means of entertainment, it is not surprising to find out that brand owners and advertisers indulge in various advertising campaigns knotted with filmy concepts, lines or ideas.
Be it a normal promotion campaign of a tangible brand or a service ad about an insurance plan or medical care, advertisers snoop some film themes or taglines to provide an instant impact on their customers’ minds. In fact the film or filmy like lines provide a big upshot on customers mind. Musical and entertaining, film lines used in brand advertising is ethical as long as it is informative and entertaining in nature. Some ads even use straight punch lines from a particular film song. While doing so, advertisers ensure that the theme or idea of the song gels with any of the features of the brand so that customers do not find it irrelevant.
Using film sequences is not at all erroneous in brand advertising. As long as the brand message is delivered, adopting any available means or technique of advertising is perfectly ok. However, advertisers should ensure that customers do not feel cheated because of any ad campaign associated with the brand. Changing the old ways of advertising, adopting brand new techniques or means, indulging or involving in filmy sequences of brand promotion- all these are acceptable and ethical as long as the string of brand advertising is attached to some ground realities.
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