In a time when video still dominates marketing, it’s not a secret that brands now find their narratives in film. But what does cinematography have to offer? To grasp its potential, let’s see first-hand how Indian brands are harnessing the power of the visual to tell an engaging story that is captivating audiences in a way that static imagery or text does not.
What Is Cinematography in Branding?
Cinematography is the fundamental science of motion picture photography. It refers to the artistic choices of framing, lighting, camera angles, and overall style of a video. When it comes to branding, filming is not just about capturing a product or service. It emotionally engages the viewer, adding to the narrative side of the brand’s message.
Why Does Cinematography Matter?
In the hyper-connected digital age, it’s no longer a matter of having a great product that makes you unique. It is about expressing the core of your brand to the audience that suits you. Films do just that- it renders your content more human, deeper, meaningful, and your brand memorable.
Think about it. And when was the last time you saw a video that made you cry? Did it have stunning visuals? Was the camera angle unique? Was the lighting a part of the experience? They are minor touches that cinematography can accommodate, and can determine the success or failure of your brand narrative.
Indian Brands In Cinematography – How Indian Brands Work?
Various Indian brands already understood the significance of Cinematography in their campaigns. Here are some of the ways in which Indian businesses have been able to harness visual storytelling to capture the attention of users:
1. Tata Tea’s “Jaago Re” Campaign
Tata Tea’s “Jaago Re” campaign is a good example of how cinematography can be employed to express a brand story through a social campaign. These ads are visuals that aren’t about selling tea; they’re about awakening the nation to social challenges. The emphasis on close-ups, natural light, and the environment make the message feel personal and urgent. This type of footage makes the campaign interesting and meaningful, making Tata Tea unique in an otherwise overcrowded market.
2. Vivo’s “Perfect Shot” Ad
The Vivo “Perfect Shot” campaign wasn’t solely focused on showcasing the phone’s camera. The ad featured cinematography that emphasized the emotional scene behind the camera. The fluid camera moves, dazzling colors, and the overbearing use of slow motion all added up to make the film resonate with the viewer. By paying attention to the emotional connection between the user and the product, Vivo could weave a richer brand narrative.
3. Amul’s “Taste of India”
For Amul, one of India’s most popular brands, storytelling has always been about connecting with consumers. “Taste of India” campaign is a great example of how cinematography can animate a brand. Their ads showcase everyday Indian moments in a gentle and authentic way. The lighting is muted, the camera placements bring homeliness, and the ads feel nostalgic and homey — as if that was the brand’s goal of becoming the stuff of comfort.
Filmmaking Props That Support Brand Storytelling
Now that we’ve had a glimpse at a few real-world cases, let’s dive into some of the fundamental aspects of cinematography that enhance brand narratives:
1. Framing and Composition
Framing can affect the viewer’s understanding of what they’re looking at. For instance, a broad frame can establish a context in a shot, whereas a portrait captures intimacy or emotion. Brands use different framing techniques to get their message or product out there in an overcrowded online environment.
As in Tata Tea’s “Jaago Re”, the small, intimate frames of concerned citizens bring the viewer into the moment, into the experience.
2. Lighting
Lighting can establish a video’s mood. Light from the natural light is authentic and edgy; darker, evocative light can build tension or drama. Indian brands such as Amul have figured out the art of warm lighting to create a feeling of comfort and home, and that’s exactly what they’re trying to convey.
3. Camera Movement
Stills work fine, but motion from the camera provides movement in video. For instance, a tracking shot can induce movement or progress, whereas a long zoom builds anticipation. Vivo’s “Perfect Shot” campaign makes good use of gliding camera movements to highlight product capabilities, and make the viewer feel like they’re watching it.
4. Color Grading
Colors in a video can be used to generate emotions. Bright colors could suggest vibrancy and energy, and subtle colors can suggest formality or elegance. Many of these companies (such as Zomato) feature vivid colors in their advertising campaigns to set the mood for fun and color that appeals to their demographic of young, urban consumers.
5. Sound and Music
Despite not being technically cinematography, sound design and music are integral parts of a movie’s presentation. Sound, in conjunction with the visuals, provides a heartfelt setting for the narrative. An advertising company such as Fevikwik, for example, inserts playful music and sound effects into its advertisements in order to make the visuals feel lighthearted and funny.
How Cinematography Boosts Engagement
Cinematography isn’t just about aesthetics. It’s all about engaging your audience on a personal level. The right thing can greatly improve engagement. Here’s how:
1. Emotional Resonance
Images that match with the brand’s message make more emotional connections. They’re more likely to recall a brand that has inspired or reminded them of a feeling (happiness, nostalgia).
2. Increased Shareability
A video that is visually appealing or touching gets shared more often. Brands such as Tanishq have perfected this in their wedding jewelry campaigns, where the filming captures the vibe of Indian weddings to ensure that the content is relatable and shareable.
3. Brand Recall
An attractive movie can leave a brand on the mind. Whether it’s the use of creative angles, visual effects, or a common visual style, brands that invest in cinematography experience better brand recall. Consider how quickly you’re able to recall the visuals of a Coca-Cola advertisement decades later.
The Future of Cinematography in Branding & Advertising in India?
The more Indian brands know how important good-quality video is, the more importance cinematography will hold. As mobile-first content and short-form videos start booming on Instagram and YouTube, brands will need to rework their filmmaking techniques to match these formats while maintaining the emotional value.
And we might soon see more creative applications of cinematography, from 360-degree videos to immersive storytelling experiences that bring the audience directly into the brand’s story.
Reset Media – Realizing Your Brand Story
We at Reset Media know how important good cinematography is when it comes to creating a brand story that educates as much as it moves you. We are skilled at producing visually engaging content that speaks directly to your target audience and makes your brand stand out in the competitive market.
Do you want to tell a memorable brand narrative that resonates with your audiences? Give us a call today to see how we can assist.
Conclusion
Cinematography is not merely a medium to produce attractive videos. It’s a narrative tool that can take your brand’s message and transform it into something more memorable, engaging, and effective. By framing, lighting, camera placement, and color-grading, cinematic techniques will form an emotional bond with the viewer.
At a time when we have so little time and so much competition, it might take a few good cinematographers to make a memorable impact.