Misinterpreting Empowerment.

I am a woman and I think the Women’s Day ‘Dance to my Tunes’ campaign by Godrej was offensive. 

Of course, who wouldn’t like people dancing to your tunes, especially when they are people deemed in the socio-cultural rulebook to do just the opposite!

But that’s the whole point.

Imagine the same app being designed for the men folk; it would have been received with an outrage from feminists, social activists, media, critiques and even our current and aspiring leaders (who have suddenly woken up to the need for women empowerment).

The problem is, we are living in a highly skewed society, where the only way to counter a problem is to do the exact opposite.

The opposite of a patriarchal society is a matriarchal one. But that is not the solution. It is another problem in itself.

The solution to a patriarchal system is an equal society that does not get overly excited, or upset and starts judging women who stay out of home for more hours than the men in the family or men who do the laundry and take care of the kids.

I recently wrote about how more brands are using the power of social advertising, something I have been vouching for, for long. And I appreciate the effort to connect a lifestyle brand with women empowerment in a fun way. But tilting the balance to the other side is only going to heighten the effects of objectification and sexism that advertising is increasingly being accused of.

The time has come!

Sorry blog.

After starting on my own, I've insensitively abandoned you, and unfortunately ignored my first love – writing.

I have been pulled back to the keyboard (and thankfully so) after a delightful shift of the style and quality of advertising that I have been noticing around me lately.

A couple of years ago, something flickered in my mind, and I thought I’ll explore it a little further. So I sat down to write about it.

Time for a Social Break walked around the possibility of moving away from the typical ‘I am better’ style of advertising, towards a more cause-oriented one that can leave a greater, more lasting and meaningful impact in the minds and hearts of the audience.

While brands like TATA Tea and !dea have been using this strategy for quite some time, others like Google, Hero, Nestle and Coke are beginning to adopt this strategy now.

GOOGLE’s first video commercial in India

is a perfect blend of strong emotions and a message of friendship & unity across borders.

Nestle’s umbrella ad

Sends out the message of ‘adopting a child’.

Coca Cola’s new campaign

hints on the importance of educating the girl.

Hero HF Delux Commercial

Awakens people on making an unbiased choice at the elections.

TATA TEA’s Jaago Re,

couple of years back

TATA TEA’s Jaago Re,

2013

!DEA’s save paper

two years ago

!DEA’s  ‘ullu mat banao’ campaign

2014

Not surprisingly, the one brand that has been doing this for over 5 decades without losing its impact, charm or freshness is

Time for a Social Break!

Aren't you tired of the bombardment of brands in between your favourite movies and programmes? Aren't you sick of newspapers yapping about their products, services and features, instead of telling you about the government's new policies?

How many times did you have Kit Kat when you wanted to take a break? How many times did you tell the shopkeeper to get you ONLY Pepsi and nothing else, because your favourite star drinks it too! Don't you feel like hiding your face in your mom's dupatta when Shahrukh tells you that 'navratna tel' is thanda thanda cool cool? Gawd! I do!

Advertising is my bread and butter.

And whatever I just said is really not taking my career graph anywhere. But the truth it, we watch ads, "wow" them and forget them. We may love to discuss, recite or narrate the good ones, but hello! I've never bought a happy dent in my life!

So what really are ads doing there? BASICALLY, just reminding us of a name. A name that hopes to get implanted in our minds (or hearts) when given a choice, we recall it.

So instead of going round and round a product and boasting of its 'unique' features (generally possessed by all competitors), can they not just say something more meaningful? Something bigger, something that will ACTUALLY make a difference to our lives? Will that not look like a genuine effort to give us something we need?

And when such an effort is made by a name, a brand, as we put it, will this effort not have a greater impact in our heads and hearts? And guess what, here, the LAST thing that companies will need to worry about is their 'image'.

We've got the power!

Ads are powerful, in the sense that they've got the power of money and ideas. And there was a time when they used to make a lot of difference to people's lives. But not anymore! Now they are repetitive, not in their presentation, but in their messages. Before an ad begins, we know that we'll basically be asked to shell out money to buy a product we may not need.

Why not use this power for a greater cause? Channel it in a way that's for the betterment of the people. Something that this world (ok, too dramatic but maybe at least our country) really needs!

Go social!

Till date social ads have been made either under a government order or to win the race at an awards night! Of course, of course, there have been some genuine efforts made by companies to address some problems... but when was SOME enough in this big-bad world?

After listening to or watching one or two great ads or glancing at a few brilliant hoarding, no one's gained the sense to wear the helmet.

Remember the hypodermic needle theory?

Inject the messages in the hearts and veins of the people! Apply your brilliant minds in gripping the people so strongly that they actually feel the guilt and picture the consequence, every time they throw a wrapper on the road.

Get serious!

Every social message has a TG. Ever observed their demographics? Ever studied their psychology? Ever thought BEYOND a brilliant idea? Ever thought whether it will really work? Has they ever worked? Why? Why not? Maybe because they have never been taken seriously enough!

Ads have always been irritating.

Good or bad, they have always intruded in our leisure time! But good ads still leave their imprints behind. People still remember their messages. And in this case, the audience will have a greater reason to follow your suggestions or their favourite personality's recommendations because you are NOT asking for their money. You're asking for their discretion and sensibility. And that is one thing in which everyone's willing to prove they're superior.

Entertainment is the best way of educating.

The youth will get cool not by flashing their latest cell phones, but by NOT using them while driving. Mom's will take care of their kids not by feeding them "calcium-rich-biscuits" but by talking to them about AIDS. And this can all be said with a short entertaining script. A lesson goes down best when the student is not quite aware of the act of teaching.

But where is the brand?

Right behind the message! Give enough time and space to the promoter. Big and long enough to be associated with that message. And bang! The advertisement's job it's done! You're famous and you're a bunch of honest messages! The more effective your message, the bigger your image in the audience's mind! If someone's benefited from your message, even outside your product's TG he'll come back to you, when he needs you!