The digital age is where brands are not merely logos or taglines anymore. They are living, breathing beings who need to come to terms with humans. The best and most effective way to do this is with videos. It’s engaging, immersive, and—most importantly—personal. But what exactly does it mean to use video to humanize your brand, particularly in a market as diverse and ever-changing as India’s? Let’s dive into this and understand how Indian brands are doing it right.
Why Humanizing Your Brand Matters
And in an era where we’re bombarded with content from all angles, how are you unique? The answer lies in emotion. Individuals aren’t drawn to impersonal businesses; they are drawn to narratives, characters and beliefs that resonate with them. Videos are just a fantastic way to do this because they express emotion in ways words and pictures don’t. More than anything, video lets you showcase the human aspect of your brand — from behind-the-scenes videos to employee testimonials.
India, let’s face it, is a nation of storytellers. We are attracted to the stories that make us experience something, whether it’s the Ramayana or Bollywood. This is exactly why Indian brands have mastered video’s emotional appeal. Take Tanishq, for instance. Their videos are largely about family, relationships and everyday experiences. Perhaps their most iconic campaign was the commercial that depicted a remarriage, which defied all social taboos and won hearts. Not just a product of jewelry, but a concept of radical love and family.
When people understand your brand as someone who actually gets to know you, they’re more likely to believe you. Just take the example of how Zomato deploys funny, personal videos. Their zany, funny videos about food insatiation and failing to order in on a rainy day are not just hilarious, they’re relatable. You feel like Zomato is on your side, and you use their service more often.
What Kind of Videos Make Your Brand Feel More Human?
Let’s break it down into practical action. Those are the kind of videos that will make you relate to your audience on a human level.
1. Behind-the-Scenes (BTS) Videos
Everyone likes to see what happens behind the scenes. BTS videos let people know who you are as a business. This might be a tour of your office, a glimpse into your employees’ daily routine, or an introduction to the manufacture of your products. Having the human touch behind the scenes makes things feel more real.
Example: Amul
This is precisely what Amul, India’s most popular dairy brand has achieved. Their “The Taste of India” video series routinely shows the farmers who supply the milk, how it is made, and the team behind the brand. These videos not only promote their product but they portray the human side of the supply chain to feel like you’re in part contributing to a community effort.
2. Customer Testimonials
No one has a louder voice than your customers. A video of a delighted customer demonstrating their delight can be extremely effective. It creates a sense of credibility and lets people know that real people are using your product or service.
Example: UrbanClap (now Urban Company)
Urban Company makes frequent use of customer reviews in their videos. From a woman sharing her experience with home cleaning, to a professional explaining how the company’s haircut-at-home service saves time, these videos empower potential customers to make the choice to schedule a service.
3. Founder Stories
People love to be told a story, particularly when it’s about dedication and commitment. A video that includes the company’s founder sharing their story can make an immediate impression on your audience.
Example: Paytm
Vijay Shekhar Sharma, the founder of Paytm, has been talking about his journey in video interviews and lectures. His story of rags to riches and Paytm’s vision touches millions of Indians. The more you can identify the person behind the brand, the better you can determine the brand’s mission.
4. User-Generated Content (UGC)
The opportunity to get your clients to film their own videos of your brand is transformational. Not only are you receiving free content, but people actually do use and appreciate your products.
Example: Lenskart
Lenskart has managed to take advantage of the UG in their marketing approach. They invite customers to upload videos of themselves wearing glasses or describing their experience with the brand. These kinds of content feel authentic because it’s direct from actual users.
5. Explainer Videos
There are times when your audience might need a little clarification on what your brand is doing, especially if you’re operating in a complex field. Explainer videos describe your product or service in simple, user-friendly terms while capturing the human side of how your solution addresses a need.
Example: CRED
CRED’s edutainment videos, frequently featuring popular Indian actors, imaginatively explain their credit card rewards system. They employ jokes and examples to enliven an otherwise dry subject and engage it with real people.
Guidelines for Using Video to Humanize Your Brand?
1. Keep It Real
Authenticity is key. People can sense when something is scripted or contrived. In your videos, be genuine. When you’re putting up a behind-the-scenes video, don’t stress about getting it right. Prove the true essence of your brand, all of its quirks and faults.
2. Focus on Emotion
Whether it’s laughter, nostalgia or sympathy, emotion is what gets you talking. Think about the emotional bond you’re trying to establish with your audience, and create your videos accordingly.
3. Use Storytelling
Don’t simply present your product or service, present a narrative. A good narrative has a beginning, a middle and an end, and leaves the viewer with a sense of feeling. Be it the history of your company or a customer’s experience, there needs to be a clear storyline.
4. Show Faces
Humans equate people with people, not logos. As much as possible, put people’s faces on your videos (whether that be employees, customers, or partners).
5. Leverage Social Media
Videos on Instagram, YouTube, even LinkedIn are perfect for posting videos. Short, bite-sized videos work well for Instagram Reels, but longer, more complex content may do better on YouTube.
6. Consistency is Key
Don’t just upload a video and leave it at that. Stay consistent with your video marketing strategy. Whether it’s a weekly behind-the-scenes video or a monthly customer testimonial, consistency establishes trust and keeps your followers hooked.
Indian Brands Leading the Way
But let’s take a look at some more Indian brands that have successfully humanized themselves through video:
- Ola Cabs: Their videos often spotlight the drivers who make the service possible, which creates a feeling of appreciation and connectedness.
- Paper Boat: Their nostalgic videos narrating childhood stories about traditional Indian beverages tug at the heart strings while slickly selling their products.
- Tata Tea: Not to just sell tea but to wake up and make a difference is not only what their “Jaago Re” campaign says but it is an issue that will appeal to the socially conscious Indians.
Conclusion
Empowered Your Brand Through Video—and Let Reset Media Make It Easy For You
In an increasingly virtual world, video presents a unique chance to portray the face of your brand. Video – whether through narratives, customer testimonials, or behind-the-scenes footage – can engage with your audience in deeper, more natural ways.
If you’re planning to create valuable video content that humanizes your brand, hire a team of professionals who have an intimate understanding of Indian audiences. Reset Media will create a video that not only communicates your message but connects with your viewers personally. So reach out to us today and let’s build something that truly means something.