MAM

The art of advertising - Things you can learn from 'Bull' TV series

It’s about bringing alive the creativity from the mundane

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/02/11/Advertising_800.jpg?itok=b4a9lboK

Pictures have always been worth a 1000 words. Thus in an era where words are limited to the number of characters, content limitations and complexity in translation; advertising has become a powerful tool in establishing connect with the consumer. The ultimate goal of advertising is either promotion or awareness; what sounds like a simple task is a difficult challenge many brands face today – creating stickiness for the brand is not easy. Advertising doesn't lay in mere collaborations of words to create content but it lies in simple & bold creativity that is visually rhetoric and can make people think and relate to the brands/products.

In my 23+ years of storytelling journey, I have come to a conclusion that the only way any brand would be able to establish a connection of any scale with the consumer is when they have stories which provoke emotions. Using a fusion of words and graphics without a story would only state the messaging without any meaningful impact. Advertising is art if mastered and has the potential to create valuable stories. Perhaps one can always refer to an advertising manual for better results but that’s not enough. It’s about looking differently at things that are routine. It’s about bringing alive the creativity from the mundane.

Very recently I came across a TV series called Bull starring Michael Weatherlywhich largely highlights the results of combining human psychology, human intuition and high-tech data to learn and understand the thinking mechanism of jurors, attorneys, witnesses, and the accused to make them tick. This made me think that advertising can become a seamless tool if the method/techniques used in the show could be implemented in the current advertising environment. Listing down 3 rules that I think could do marvels if implemented right way in the Indian advertising industry.

Rule #1: Your Consumer is Your Enemy

It will sound awful but there is a science behind following this rule. Ever considered convincing your enemy to buy your product, the answer most-likely is never. So when you look at the toughest consumer as your target to crack, you need to create a pitch that is tempting enough even for your enemy. If a brand manages to convince the enemy to buy the product, that definitely speaks oodles about the idea’s strength. The secret lies beneath a 1000 failed approaches and 1 successful messaging.

Rule #2: People Love Things That Are Relatable :

Quite a few people complain about the media being too cautious and them showing similar content repeatedly. There is a very good reason for this. Bolder content increases the risk which could provide increased rewards or no rewards at all.  People who watch this show should be able to find quite a lot of faces as well as plenty of stories that feel familiar to them. Using a similar approach in advertising; creating advertisement which makes people comfortable making them recall a similar scenario would establish an immediate connect with the brand ensuring higher recall.

Rule #3: Using Tech to Create Roadmap

Bull is largely based on a premise where people can predict people with remarkable accuracy by using a combination of data, tech and a few other technologies. This results in a pinpoint roadmap of what will work and what will not work. Considering an approach like this will make brands understand consumers’ POV in a more refined manner which will later help them in creating products that will work with a large set of consumers.

The communication would have become quite simple if there was Dr Bull in every agency. Dr.Bull would have helped the agencies in creating that out of the obvious idea that would penetrate the minds of the consumer establishing an instant connection. Although the Art of Advertising doesn’t come with the manual, these rules can always make the approach towards consumers better and the overall communication seamless.

(The author is, co-founder and managing director, Makani Creatives. The views expressed are his own and Indiantelevision.com may not subscribe to them.)

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/26/chip.jpg?itok=Nsg1eViq
Blue Tribe awards its integrated mandate to Chimp&z Inc

MUMBAI: Vegan meat start-up Blue Tribe Foods has awarded its integrated marketing mandate to Chimp&z Inc after a multi-agency pitch. The account will be handled by the agency’s headquarters in Mumbai. It will conceptualise a 360-degree digital marketing strategy for the brand, ranging from...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/26/and.jpg?itok=IcjCUpAt
AndBeyond.Media wins programmatic monetisation mandate for Eenadu

Mumbai: AndBeyond.Media has won the programmatic monetisation mandate for Eenadu. As part of this onboarding, AndBeyond.Media will work with Eenadu as a strategic partner to maximise their ad revenues via programmatic channels. This strategic partnership comes at a very opportune time as both the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/26/diego.jpg?itok=Ddnh5d-x
Brands pay tribute to ‘The God’ Diego Maradona on Twitter

NEW DELHI: The sad demise of legendary Argentina football player and manager Diego Maradona has left his fans heartbroken. Popularly known as 'El Dios' or 'The God', Maradona in his international career with Argentina earned 91 caps and scored 34 goals. He is best known for the ‘Hand of God’ goal,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/26/sun.jpg?itok=0-ELO2Wh
ITC Ltd.’s Sunfeast Caker celebrated 20th November as No Baking Day

ITC’s Sunfeast, one of the most preferred consumer biscuits brand, announced expanding its footprint in the cakes category with the launch of a new sub-brand, Sunfeast Caker. The name Sunfeast ‘Caker’ is a manifesto, which speaks to every cake lover. The pandemic-led times brought to light/...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/26/jolly.jpg?itok=5LVo8OIu
Jollywell appoints GenY Medium to handle digital duties

NEW DELHI: GenY Medium has been appointed as the strategic digital partner of Indian nutraceutical startup, Jollywell. The account was won following a competitive multi-agency pitch. The homegrown brand addresses India’s growing need for organic, plant based and clean nutritional dietary...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/26/tre.jpg?itok=fw6qHX_R
Bikano promises taste & health in new snack offerings

NEW DELHI: FMCG foods company Bikano has launched two variants of multigrain chips for health conscious food lovers and patrons, keeping celebratory spirits ‘high’ amid the festive season.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/26/brand.jpg?itok=stQFe50w
Brand Visage Communications bags digital mandate for Campus Shoes

NEW DELHI: Brand Visage Communications has won the digital marketing mandate for Campus Shoes. The mandate includes - digital marketing strategy, influencer outreach, performance marketing, and overall social media requirements.  Brand Visage will strategize, plan, and execute a comprehensive...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/26/unacademy.jpg?itok=YW1fDWwh
Unacademy raised fresh investment from Tiger Global, Dagoneer Investment

NEW DELHI: Unacademy has announced that it has raised a fresh investment round from Tiger Global Management and Dragoneer Investment Group. The funding round values Unacademy Group at $2 billion. The latest fundraise follows another round in September 2020 when the company raised an investment of $...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/26/aditi_rao_hydari.jpg?itok=sW1ALOR3
'Stand Up' to street harassment, says L'Oréal Paris

NEW DELHI: On the occasion of United Nations International Day for the Elimination of Violence against Women, L’Oréal Paris has launched its international bystander intervention training programme - Stand Up - in India.  

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required