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6 Comments

  1. Natasha Mistry |

    I agree about breaking the routine. I liked the VW fun theory approach. They were making people change a habit in a lighthearted way. I think if a brand is interrupting my life it might as well have a good enough reason. So then why cant all advertising be humorous?

    • freshbrew team |

      Hi Natasha. I have to agree that laughter is undoubtedly the best medicine. Creating lighthearted moments help, when building a long term relationship. But I think it can’t be laughter all the way. We have this concept of ‘navarasas’ which is really the many emotional states of being. 1. Sringara = Beauty, Love 2. Hasya = Laughter, Joyfulness 3. Raudra = Anger 4. Karunya = Compassion 5. Bibhatsa = Disgust 6. Bhaya = Fear 7. Vira = Confidence, Heroism 8. Adbhuta = Being Awestruck, Curiosity 9. Shanta = Peace.

      I believe that brands help in either celebrating or inhibiting the above mental states. Advertising merely enhances the experience that brands want to create, through their tone of voice and execution. So while peppering brand stories with humor is great, some roles in consumers’ life have to be created by using the many rasas so that we truly understand and provide relevant solutions. And I do feel that humor or joyfulness should be explored at recurring points in the brands’ life cycle. Nothing like a good laugh once a while.

  2. I totally agree with you. Spontaneity is refreshing. And brands must experiment with it to surprise the consumers by snatching them from the clutches of routine thereby creating stickiness.

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