Why is everyone talking about this ad?

its not just coz @sherylsandberg shared it

Everyone is talking about this awesome video, whether they are Indian or not. (for the record: Yes, I showed it to my mom and dad. Mom smirked, dad was defensive. But then, it has been an equality-driven household for decades so it was merely amusing. And since I had to make a point anyway, I implored dad to encourage younger guys he met to be more like him. At which point, he smirked).

Ads from India make me cry (a lot of them. Especially the old ones).

Not because I miss home everyday (I do, sometimes), but because the ads are my nostalgia and my emotional connect to my homeland (and well, the brands).

Three reasons I thought the ad was fantastic (that did not involve important points about equality in the household. Lets face it; there is a long way to go on that, people)

1) Power of video

There is probably no other form of content that can compel a reaction.

2) Emotional connect of brands

It’s still a thing, what do you know? There is noise, yes. Loyalty is hard when the next option is barely a click away. But when a brand emotionally connects, it is truly powerful.

3) Meet your customers where they are at!

It takes time. It means you cant just copy a campaign that worked for your competitor. It means really investing hours/resources into understanding your target audience — their lives, challenges and their world. And when you do, you get to tell a story that is relatable and stands apart.

So go ahead, share the #sharetheload campaign about a laundry detergent — but let the takeaway be just as much about the emotional connection a brand oughta seek.

Forever a fangirl of Indian ads,

Sapna