Today there are numerous events on the calendar for brands to take part and interact with their audiences. Be it Mother’s Day, Women’s Day or Valentine’s Day, brands come out with communications specific to the occasion. Some use emotion laden communication, while others talk about social issues in their campaigns, which makes them go viral. In an attempt to do so, some brands get it right; while others end up losing their objective and focus.
According to KV Sridhar, Chief Creative Officer, Sapient Nitro, “The insight needs to be relevant to the brand and then only they can make an impact. Brands need to be totally committed to the issue they are championing and also need to be convinced about the issue. In this day and age of transparent social media, you can’t fake it and if you do, consumers will run away from your brand.”
With more than a week to go for Holi, brands have kick-started their campaigns around the event. On Tuesday, Parachute Advansed launched their social media campaign ‘KhulKeKheloHoli’, which made it trend on Twitter.
The over three minutes campaign conceptualised by McCann World Group takes an emotional route to connect with the audience. The brand has been very subtly placed in the video and the endearing storyline strikes an instant connect. A lot of conversations took place on social media, with people widely sharing the video because of its apt messaging. It highlights the message that Holi as a festival is meant to spread happiness and age is not a barrier to enjoy life and have fun.
Click here to view the ad:
Sharing her views on the new ad, Shuchiraa Rao, Account Manager, Gozoop said, “This ad set in an old age home very cleverly gives out the right message of Holi.The words #KhulKeKheloHoli depict the joy that comes from families bonding over festive occasions; the whole scene played out in the video shows us how age is just a number and happiness can bring out the child in all of us. Finally, the best part of the video is that not a drop of water was wasted in it. Also, that little thing you did every Holi to protect your hair by applying oil in it has been beautifully shown in this ad and that is what makes it so easy to connect with. All in all a very creative ad by Parachute”
Here are some excerpts from the #KhulKeKheloHoli trend on Twitter: