“Market Our Product, Telling your Story!!”
Recently
Hero Moto Corp showcased the ‘heroes’ singing their signature anthem
‘Hum mei hai Hero’ and further invites more such people to be featured
in the ad. When the customers watch their counterparts in the ads, being
the word-of-mouth for the brand they may or may not relate to, even they
start feeling connected to the brand. This is where the marketers
benefit, capturing a much larger audience.
Maggi too, did it a
couple of years ago, inviting consumers to tell their Maggi experiences
and featuring the interesting ones on TV.
Advertising is no longer restricted to casting all the big stars, charging heavily for a 2-minute ad.
Marketers
are now reaching out their target audience for advertising their
products. Yes, User Generated Communication (UGC) is now gathering
momentum in the world of advertising. They offer you to tell your story,
your way, with their brand wrapped somewhere in the storyline.
Recently
Hero Moto Corp showcased the ‘heroes’ singing their signature anthem
‘Hum mei hai Hero’ and further invites more such people to be featured
in the ad. When the customers watch their counterparts in the ads, being
the word-of-mouth for the brand they may or may not relate to, even they
start feeling connected to the brand. This is where the marketers
benefit, capturing a much larger audience. Maggi too, did it a
couple of years ago, inviting consumers to tell their Maggi experiences
and featuring the interesting ones on TV.
Other brands like
Vaseline Body Lotion, Dabur Amla, Colgate Dental Cream also used the UGC
technique. The Airtel’s campaign ‘Har Ek Friend Zaroori Hota Hai’ also
started an online drive inviting people to identify different friend
‘types’ and send videos of such friends.
The idea behind the UGC
technique is that it stimulates the consumer’s sense of ownership of
and comfort with the brand, connecting with it and talking about it.
According
to Future Brands’ Santosh Desai, “As you a consumer, start exercising
ownership of a brand, you begin to feel closer to it. The brand ‘s
responsibility in its advertising through this method is to create the
right filters; the first filter being entertainment; the second,
connect; and the third, empathy with the brand.”
But not all
consumers are alike. Some may ignore such ads considering it to be
another of a fake and exaggerated ad. Keeping this in mind, the brands
let the imperfections in the ad making show through and giving it a
sense of originality.
Consumer participation in brand communication is a way forward. The future of brand advertising is to
get the consumer at the center of the process, A consumer is a king, afterall!!
Contributed by:
Chirag Ginglani
Contributed by:
Chirag Ginglani
thoughtful articles ...... good analysis of recent trends .... good brainstorm by great business minds ....hope all r 100%
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I'm astounded at all the things marketers have begun to do to gather attention, some stunts are extreme to the point of desperation. I personally thought the Maggi ads were just plain desperate. not to say I don't like Maggi, in fact I'm a HUGE fan of Maggi. But it certainly isn't the driving force of my life, and I find it hard to imagine that it can really be such an important part of any consumer's life that they'd have a whole Maggi story to share. I guess with increasing competition, marketers have to find newer avenues to appeal to the audience. Thank you for your insights, Chirag, it was a wonderful read for me.
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