Its FUNNY ! The new age of Marketing
These days’ brands seem more fun loving than ever before. Is it just a case or some logic behind? Well, the answer is rise of Humour as a marketing strategy. According to marketing strategists, “humour being one of the most powerful human emotion works better than a direct sales pitch. It helps the brands to create brand awareness by keeping them distinct & out of the marketing clutter”. For a youth like Aakash, who is a college student,” humour in marketing communications is a trigger for brand recall which may affect purchase decision”. Realizing the immense potential of humour, advertising campaigns have now been created in the best funny possible way.
India, being the highest number of youth seems to be the perfect buyer for this strategy. Brands those who leave no stone unturned to engage with their TG, have also switched from “being direct to being funny” in their advertising campaigns. Accordingly to Saurav Aggarwal , Creative Head of an advertising firm in Mumbai, “humour possess a capability of multiplication in itself (being viral) & our clients understand this logic. In past few months, we have been given briefed by the clients to work on lighter note”.
Watch Funny Indian Advertisements here
Evolution of comedy groups like AIB & TVF is the validation of this emerging strategy. Performers in these groups are not less than Bollywood stars with huge fan following. Recently, TVF helped telecom giant Vodafone to roll out Vodafone ‘U’, ‘a first-of-its-kind lifestyle proposition’, targeted at the socially active young generation. Similarly, launch of advertising wing ‘Vigyapanti” by AIB & the group appearance on TV with the show called “On Air with AIB”, are the few examples of the ongoing thought transition process. Sensing the opportunity, global investment biggie Tiger Global has invested close to INR 65 Crore ($ 10 mn) on TVF.
Humour has its back side as well. If done properly than its gold, if done wrong it can make a business look desperate or mean. But one thing is for sure, that people love to laugh and if a brand can make them smile, they will definitely going to appreciate it.