Is your brand taking a risk by playing it safe?

Today’s audiences are bored. Easily. And very very fast. 
They’ve seen it all, heard it all, probably swiped left on it all before you even had a chance to say, 
“Hey, ruk, yeh dekh!”

These are the folks whose movie references range from David Lynch to David Dhawan. 
Their playlists? A cocktail of Dua Lipa and Diljit.
They’re eclectic, unpredictable, and expecting your brand to be the same.

Your brand is no longer just duking it out with direct competitors anymore. 
It’s no longer just Tinder Vs. Bumble Vs. Every other Dating App under the sun.
It’s Tinder Vs. Karan Johar Vs. Sanjay Leela Bhansali Vs. Colleen Hoover Vs. Nora Ephron.
Yeah, that escalated quickly.

Thums Up? Not just up against Red Bull or Mountain Dew anymore.
Nope. It’s battling for eyeballs and headspace with Rohit Shetty’s latest, SS Rajamouli’s epics, the Fast & Furious franchise, Dan Brown’s thrillers, and, oh yeah, the new Last of Us game that’s got everyone talking.

So, here’s the deal: Playing it safe is the riskiest thing you can do today.
Safe equals forgettable, and in the crowded, chaotic marketplace we’re in, being ignored is a brand’s worst nightmare.
The opposite of love isn’t hate; it’s indifference.

But, hey, I get it. In today’s “woke” world, it’s easy to be apprehensive. 
The internet’s faster at taking offense than I am at finishing a bag of popcorn in the latest Bollywood blockbuster.
One misstep, and suddenly you’re trending for all the wrong reasons.

However, it’s not about dropping F-Bombs, or being edgy just the sake of it.
It’s about pushing the boundaries, torching those tired category tropes and templates. 
And taking a leap of faith into the wild unknown.

Look at Old Spice’s outrageous ‘The Man Your Man Could Smell Like’ campaign.
They took a dusty old brand and turned it into a cultural icon by going gloriously over the top, humorous and completely unexpected.
How about Surreal Cereals?
Their entire brand vibe is so offbeat – from poorly photoshopped billboards to self-deprecatory humor – that they’ve made an art form out of making fun of themselves.
Then there’s Ryan Air, which is practically a masterclass in taking the piss out of its own customers.

And Canva’s bonkers series featuring historical figures at the Time Traveller’s Café.

Swiggy? They’ve got everything from a rotund Gulab-Jamun-loving uncle to a Caucasian groom being kidnapped at a Bengali wedding – all to showcase Swiggy Instamart’s speed.

And let’s not forget Brooke Bond Red Label, which backed a band of Transgenders to push the idea that tea can be the social lubricant that breaks down barriers.

So, yeh lo 3 takeaways:

1. Safe content is invisible content. Play it safe, and you’re basically begging to be overlooked, Mr. India… Mogambo na-khush hua!
Take creative risks, and don’t be afraid to be different, weird or downright offbeat. Those are the brands that people remember

2. Humour works – when it’s smart, witty, and self-aware and helps break through the noise… tap into trends and pop culture but don’t forget to sprinkle in your brand’s unique twist  

3. Bold brands are the ones standing out, and they’re the ones getting noticed. Safe and formulaic strategies no longer cut it. Do not ignore the power of taking risks.  

So, ready to take the leap?  

Ashiish V Patil is writer-producer-director and proud autism dad. He’s the ex-CEO of MTV India; former Head of Youth Films, Talent Management, Brand Partnerships and Digital Originals at Yash Raj Films and now runs a content hotshop called Isspeshal. Ashiish is also the author of 2 bestsellers including ‘Branded Content Boss’.

Amazon/ Kindle 
Flipkart