Suppose you are on social media and you watch this video and your heart goes out. Maybe it’s a beautiful tale of how the community rallied to help a local hero, or a festival of culture you smile at. And this is the power of video, it’s not just pictures and it moves us.
The brands who are able to create emotional attachment with video are winners in today’s digital age. Authenticity and connection matter more to Indian buyers. They want to engage with brands that akin themselves with. But how do companies capitalize on this opportunity?
In this post, let’s see how the Indian brands have been able to make an emotional impact via videos. We will talk about methods that make you feel things, case studies, and ultimately, get you to consider how your own brand can do the same.
Understanding Emotional Connections
What Are Emotional Connections?
Emotional marketing relationships are those connections that consumers and brands form through emotional emotions. These relationships result in customer retention and brand advocacy because they will be more likely to buy into brands that connect them on a personal level.
Why Are They Important?
- Customer Loyalty – When a customer feels emotionally attached to a brand, then he/she becomes re-enabled.
- Shareability – Videos that are emotional tend to be shared more and get your brand noticed.
- Brand Identity – Feelings of connection allow creating a different brand identity from others.
- Techniques for Creating Emotional Connections
- Storytelling
Video marketing is all about story. It gives brands a chance to tell stories that are more real for them. It’s about the story and it’s about real life.
Example – Tanishq’s “Ekatvam”
A jewelry brand named Tanishq also has an ad campaign titled “Ekatvam,” that beautifully shows a mother and daughter at a wedding. The footage showed the daughter in her mother’s wedding band — a testament to the affective importance of tradition and blood kinship. The story encapsulated not just the product, but the audience’s feelings of family and history
Consumers today crave authenticity. They demand people, and they demand real narratives, and they demand actual feelings.
Example – Zomato’s #FoodieLife Campaign
Zomato’s #The FoodieLife campaign had actual consumers sharing their food-love story. The videos were of ordinary individuals chatting with friends and family about food and the pleasure of having meals together. This way, viewers could relate to the brand and felt they were part of a community.
Visual and Audio Elements
Visuals and sound combine to make the impact felt a lot stronger. Music, colour and images each work to produce certain emotions.
Fevicol, “The Bond That Lasts”, by Example.
An adhesive brand called Fevicol ran a number of ads featuring humorous but touching tales of friendship and connection. The jingle and colorful imagery set the tone with a playful, heartwarming message of the power of people (and things). They also advertised their product which really spoke to consumers as it centered on daily life.
The Role of Cultural Context
Understanding Your Audience
In India, cultural details matter for understanding the audience. Videos with a sense of the local culture, festival and culture usually get more response.
An example – Coca-Cola “Share a Coke” Campaign.
Coca-Cola even adapted the “Share a Coke” promotion with Indian names on the bottles. Their video was followed by people on Diwali and Holi drinking Coke with their family and friends. This Indian culture appealed to the audience and the brand felt more part of the festivities.
Humor and Relatability
Funny can connect the dots quite effectively as long as it hits the right chord with your target demographic. Awkward, relatable scenarios can make for laughs.
Example – Amul’s “Amul Girl” Campaign
Amul has always acted with comedy in its ads. Amul Girl is the “Amul Girl” who presents clever analysis of current events that are sometimes funny and sometimes sad. In this way, not only does it entertain but it reaches the audience as well and has made Amul a popular brand from generation to generation.
Measuring Emotional Impact
Engagement Metrics
Brands can measure emotional-themed content using engagement statistics –
- Shares and Likes – High engagement usually means strong emotional connection.
- Comments – Comments can also tell us what people find interesting or relatable about it.
- View Time – The longer they watch the more engaged they’ll be.
- Exhibit A – IPL and Brand Loyalty Case Study -.
Brands now use the emotional intensity of cricket with the Indian Premier League (IPL). IPL has allowed brands such as Dream11 and Paytm to take advantage of IPL hype and put up videos that create interest and loyalty. Since these brands are sympathetic to the feelings of cricket, they’ve made deeper relationships with consumers.
Crafting Your Emotional Video Strategy
Identify Your Brand Values
Begin with what your brand represents. How would you like to be felt? This will be your guide when it comes to making videos.
Know Your Audience
Do some research about your audience and their pain points. Write content that specifically addresses these points.
Create Authentic Stories
Get on real, brand-related stories. True stories will cut deeper than fake stories.
Use High-Quality Production
Content is king, but production also. Invest in graphics and audio for emotional impact.
Test and Iterate
Review how your videos are performing and be willing to experiment. Get feedback from your audience so you can keep optimizing.
Conclusion
Video art, of emotional engagement, needs to be known, authentic and original. As we’ve witnessed in several Indian brands, when brands can speak to customers through a personal touch, people become long term loyal and engaged customers.
If you’re looking to get the most out of video for your brand, work with a company that knows how to tell a story and engage audiences. Reset Media has expertise in creating video storylines to get your brand into deep connections with your consumers.
Are you ready to make videos that will bring the goods but also the hearts? Let’s start that journey together.