STRATEGIC EMOTIONS EXPLORING EMOTIONAL BRANDING PRACTICES IN INDIAN ADVERTISING, 2000–2024
DOI:
https://doi.org/10.29121/shodhshreejan.v1.i1.2024.47Keywords:
Emotional Branding, Indian Advertising, Cultural Resonance, Consumer Trust, Authenticity, Marketing Ethics, Case StudyAbstract [English]
This study takes a deep dive into the evolution of emotional branding in Indian advertising from 1991 to 2024, placing it against the backdrop of significant cultural and socio-economic changes that followed economic liberalization. As the focus of advertising shifted from just selling products to telling emotional stories, brands started to root their identities in shared values, cultural traditions, and everyday life experiences. By examining five pivotal campaigns—Britannia’s "Eat Healthy, Think Better, " ICICI Prudential’s "Har Ek Friend Zaroori Hota Hai, " Nirma’s narratives centered around women, Ola’s "#PeekeMatChala, " and Zomato’s pandemic-themed campaigns—this research investigates how various industries tapped into emotions like nostalgia, empowerment, trust, civic duty, and empathy. The analysis shows that cultural connections, whether through family bonds, friendships, gender roles, or national concerns, have played a crucial role in the effectiveness of emotional appeals.
On the methodological side, the study employs a case study and content analysis approach, allowing for a detailed examination of narrative techniques, emotional tones, and cultural symbols across different sectors. The findings indicate that while emotional branding can create strong bonds between consumers and brands, fostering cultural relevance, it also runs the risk of trivializing sensitive topics, raising questions about authenticity and ethical responsibility. Campaigns that are perceived as genuine and rooted in real-life experiences tend to build consumer trust, while those viewed as opportunistic can lead to skepticism or backlash.
This research adds to the body of knowledge on branding by framing emotional branding not just as a marketing tactic but as a cultural practice that mirrors, upholds, and challenges social values in India’s fast-changing marketplace. It also underscores the ongoing significance of authenticity as the cornerstone of emotional impact in advertising.
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Copyright (c) 2024 Alok Pal, Dr. Rahul Goyal, Dr. Devender Bhardwaj
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