"What is emotional branding?", the voice of the instructor thundered across the class. The glint of her immaculately starched saree in the brightly lit room caught Lavanya's eye. "What an oxymoron", she thought. How could marketing ever be emotional? There is no ethics in business. A business exists to sell itself. A detached voice describing something "emotional" in an austere manner did nothing to impress her about the topic.
As this seemed to be the buzz in marketing, she thought she should take her training seriously. But her scepticism got the better of her. How can one be forced to be emotional to cater to making money? This form of marketing seemed to rely on poetry that cannot be commanded.
Lavanya's position in the company wasn't great and she knew it. She had to pull off the hair-oil commercial as soon and as effectively as possible. What could make her pitch stand out?
There are few typical ads that the brand already had - the dramatic visualisation of hair and the promise of spectacular results(with appropriate disclaimers in fine text as well). What could she possibly do to impress them? What would make their brand linger?
She contemplated stressing on the the minimal use of chemicals. Perhaps that would appeal to a wider audience.
As these thoughts had strayed into Lavanya's mind, the instructor was sternly looking at her, though she was oblivious to it. After a few goosebumps, Lavanya jumped out of her reverie and pretended to take notes.
After the session, she stepped out of her glass prison for a break. She hated her work. She was tired of failing every pitch. As she walked into the canteen, she was flooded with offers for Valentine's day. As if she needed anything else to ruin her day! Married to a job she did not love, she had no time for relationships.
She moodily bought her food and sat alone in a corner. In this consumerist era, how could she pitch an ad that connected with someone? She herself was so irritable that it seemed impossible that she had the capacity to make any other person happy, let alone millions of viewers.
A curl of hair fell on the table. No matter how disconnected she was with fashion, hair was her weakness. If at all anyone can pitch an ad for hair oil, it had to be her. When she was a child, her biggest nightmare was to wake up with no hair.
Perhaps it was the nourishment that was firing her brain cells. She thought about how superficial society had made her feel about hair. The fact that the loss of hair was something mortifying seemed laughable logically.
She finished her solitary meal and walked to the wash-basins. As she caught herself in the mirror, she couldn't help sighing at the sight of her new hair-cut. It was supposed to give her confidence but it changed nothing about how she felt about herself.
Confidence. There is so much of beauty in confidence and self-love. She had grown old with fear and disappointment. What would she not do to be the happy and cheerful person she was a few months ago?
Confidence. For centuries, women have been sold upon the idea that looks equal confidence. Lavanya knew that wasn't true. How could she use her ad to make someone feel confident?
And suddenly, the story line for the ad came in one glorious moment of inspiration. What if she confronted her fears, took away the superficial and came up with an idea that oozed with confidence? What if someone could feel good and hopeful seeing her ad? She was nervous about the idea but she felt some inkling of hope. She started liking herself more for coming up with the idea.
Thus, she came up with an ad about a cancer survivor who returns to work, bald and proud. Her own insecurities helped her come up with an endearing screenplay that helped her win the pitch. It helped her regain her confidence little by little and love what she does to the best of her conscience. So this Valentine's day, she realised she has begun falling in love again - with herself!
As this seemed to be the buzz in marketing, she thought she should take her training seriously. But her scepticism got the better of her. How can one be forced to be emotional to cater to making money? This form of marketing seemed to rely on poetry that cannot be commanded.
Lavanya's position in the company wasn't great and she knew it. She had to pull off the hair-oil commercial as soon and as effectively as possible. What could make her pitch stand out?
There are few typical ads that the brand already had - the dramatic visualisation of hair and the promise of spectacular results(with appropriate disclaimers in fine text as well). What could she possibly do to impress them? What would make their brand linger?
She contemplated stressing on the the minimal use of chemicals. Perhaps that would appeal to a wider audience.
As these thoughts had strayed into Lavanya's mind, the instructor was sternly looking at her, though she was oblivious to it. After a few goosebumps, Lavanya jumped out of her reverie and pretended to take notes.
After the session, she stepped out of her glass prison for a break. She hated her work. She was tired of failing every pitch. As she walked into the canteen, she was flooded with offers for Valentine's day. As if she needed anything else to ruin her day! Married to a job she did not love, she had no time for relationships.
She moodily bought her food and sat alone in a corner. In this consumerist era, how could she pitch an ad that connected with someone? She herself was so irritable that it seemed impossible that she had the capacity to make any other person happy, let alone millions of viewers.
A curl of hair fell on the table. No matter how disconnected she was with fashion, hair was her weakness. If at all anyone can pitch an ad for hair oil, it had to be her. When she was a child, her biggest nightmare was to wake up with no hair.
Perhaps it was the nourishment that was firing her brain cells. She thought about how superficial society had made her feel about hair. The fact that the loss of hair was something mortifying seemed laughable logically.
She finished her solitary meal and walked to the wash-basins. As she caught herself in the mirror, she couldn't help sighing at the sight of her new hair-cut. It was supposed to give her confidence but it changed nothing about how she felt about herself.
Confidence. There is so much of beauty in confidence and self-love. She had grown old with fear and disappointment. What would she not do to be the happy and cheerful person she was a few months ago?
Confidence. For centuries, women have been sold upon the idea that looks equal confidence. Lavanya knew that wasn't true. How could she use her ad to make someone feel confident?
And suddenly, the story line for the ad came in one glorious moment of inspiration. What if she confronted her fears, took away the superficial and came up with an idea that oozed with confidence? What if someone could feel good and hopeful seeing her ad? She was nervous about the idea but she felt some inkling of hope. She started liking herself more for coming up with the idea.
Thus, she came up with an ad about a cancer survivor who returns to work, bald and proud. Her own insecurities helped her come up with an endearing screenplay that helped her win the pitch. It helped her regain her confidence little by little and love what she does to the best of her conscience. So this Valentine's day, she realised she has begun falling in love again - with herself!
***
This post was written for Chennai Bloggers Club February Contest in association with woodooz and Indian Superheroes. I was paired with marketing tech professional - Subhashini who wrote the technical details of marketing here. Go watch the ads there!
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