Video storytelling is no longer merely about ad sales or the sale of products or services; it’s about reaching viewers in a visceral way. In a country as diverse as India, where different languages, cultures and traditions are a part of the culture, telling the story that appeals to every citizen is extremely important. That’s where diversity and inclusion comes in.
Ever watched a TV commercial or a YouTube video and something just “wasn’t” right for you? Perhaps the characters didn’t seem real, or the plot wasn’t grounded in your reality. This happens more often than marketers would like to admit, in a country as multifaceted as India. Yet, when brands are open to the idea of diversity and inclusion in their video storytelling, something magical happens — they produce something that’s authentic, real and meaningful.
In the digital age, where attention is at an all-time low, inclusive storytelling can mean the difference between a clip that gets ignored and one that inspires. Here’s a look at why diversity and inclusion are not just a catchphrase but the foundation of any effective video content in India.
How Diversity and Inclusion are Crucial in Indian Storytelling?
1. Reflecting India’s True Identity
India is an amalgam of cultures, languages, religions and ways of life. From the hive streets of Mumbai to the calm backwaters of Kerala, every single region of the country tells its own story. But advertisements and films for decades showed us a slender representation of “Indianness,” which meant that they would feature urban, upper-middle-class figures in Hindi or English, ignoring other languages, regions and classes.
But things are changing . People today want their communities and their own selves represented in the media they consume. 70% of Indians say that they’re more likely to trust a brand that portrays diversity in its marketing, according to the WARC (World Advertising Research Center). Representation is important because it connects, and connecting is everything in a market like India.
Real World Application: Tanishq’s “Ekatvam” Initiative.
A popular Indian jewelry brand called Tanishq ran an emotional commercial in 2020 displaying a Hindu woman being greeted by her Muslim in-laws at her baby shower. The ad glorified unity in diversity, but it was also criticized by some members of the public. But the campaign triggered an inescapable dialogue about interfaith marriages and inclusion in Indian society. Though the brand eventually deleted the ad, this is a great example of how inclusive narrative can lead to crucial conversations.
2. Reaching Untapped Markets
The key benefit of inclusive storytelling is opening new markets. In India, there are more than 22 official languages and many dialects of them vary from place to place. Yet much of the video content is still produced in Hindi or English. By not taking into account regional languages, brands are shutting out millions of consumers.
A Case Study: Amazon Prime’s Regional Content Approach.
Amazon Prime Video is constantly adding Tamil, Telugu, Malayalam and Kannada-language films and shows to its content library. Their investment in local cinema has paid off, with viewers from the small towns and rural communities becoming increasingly engaged. By creating content that speaks the local language and represents regional tastes, Amazon Prime is able to grow their subscribers very well.
3. Building Authenticity and Trust
Authenticity is the foundation of trust in an age of more skeptical consumers than ever. And truth stems from taking into account the diversity of human life. Brands look more authentic when they develop videos with multiple characters, locations, and narratives.
True Story: Surf Excel’s “Daag Acche Hain” Campaign
Some of the best campaigns in India that celebrates diversity was Surf Excel’s “Daag Acche Hain” series. In one of their ads, a young girl brings a boy to his mosque for prayers during Holi. The campaign celebrates religious unity and pluralism in a simple, moving story. The inclusive aspect of this campaign allowed the brand to fortify its emotional attachment to its customers, illustrating that Surf Excel was more than just clean clothes; it was about togetherness and kindness.
The Case for Video Storytelling Diversity The Business Case for Video Storytelling Diversification
1. Higher Engagement Rates
Diverse, inclusive content doesn’t just feel good — it performs. A Google study found that, for every diversity ad, brand recall increases by 64 per cent. In a country like India, where there are hundreds of media messages being read daily, distinguishing yourself is not easy. But when a video expresses a viewer’s personal brand, it’s more likely to be shared, discussed and remembered.
Real Example: Dove’s “Real Beauty” Campaign.
The popularity of Dove India’s “Real Beauty” campaign, which featured women of all shapes, sizes and skin tones, stemmed from the fact that it challenged conventional beauty norms that are still prevalent in Indian media. The campaign proved successful, garnering millions of views and shares on social media, and shows how people value authenticity and diversity in depictions of beauty.
2. Brand Loyalty and Advocacy
People are no longer merely purchasing things: they’re investing in the brand they purchase. As long as a brand remains consistent with inclusiveness, it will continue to attract customers that align with these ideals. Indeed, according to an Accenture report, 41 per cent of Indian consumers now stay away from brands that don’t reflect their values.
For A True Test: Brooke Bond Red Label’s “Swad Apnepan Ka” Campaign.
Brooke Bond Red Label is no stranger to socially inclusive campaigns. They’ve always celebrated diversity in their ads, whether it’s transgender or inter-generational connection. Their “Swad Apnepan Ka” campaign not only reinforced tea as an unifying force but also made the brand appear as an example of inclusiveness and unity. This consistency has also made the brand extremely loyal to customers who believe in these principles.
Barriers to Applying Diversity and Inclusion
Diversity in storytelling is a great thing, but it’s not always easy to deliver. The usual headaches include:
- Stereotyping: Sometimes, in an effort to make themselves inclusive, brands only reinforce stereotypes. This can be a dangerous approach if it’s not handled with caution.
- Opposition: As we saw with Tanishq, even the best-laid plans are susceptible to resistance from a minority of the public.
- Inadequate Diversity Behind the Camera: You don’t just have to be diverse on camera, you need to have diversity behind the camera. And it is a sad fact that many Indian production houses remain fairly flat.
Conclusion – What to Expect From Indian Brands?
In a country with as much variety as India, the brands that build inclusivity in their video storytelling will succeed. Brands that embody the authentic richness of Indians (through language, culture, gender and religion) are able to tap into an audience at a deeper, more relevant level.
Reset Media understands the importance of real-world storytelling. We have years of experience working for several Indian brands and we create videos that can speak volumes to the different demographics of India. Whether it’s regional markets you’re after or a conversation-generating campaign, we can help you build meaningful, inclusive stories.
If you’re interested in boosting your brand’s video content, connect with Reset Media today. Let’s create narratives that are worth telling.