 "Indian ad spends growth to beat global averages")
Let’s admit that advertising works on audience mind subconsciously. It guides, informs, persuades and influences all of us. In order to sell something it has to create an impact by amplifying the brand imagery. Simple. But in the context of our kids as a target audience (TG), advertising should play its role very responsibly.
There are loads of commercials with child protagonists. Sometimes they appear as primary TG, such as ads for stationery, biscuits and confectioneries, ice creams and apparels, while in some others they are part of the family photo to make it look complete. If they are not shown correctly, they look unreal and forced to look cool.
Recently, there have been quite a few commercials with child protagonists emphasising EQ (emotional quotient) over IQ (intelligence quotient).
Why is good EQ needed much today? Because unlike earlier generations kids today wield more authority and have less patience and discipline. They are pampered. They are being encouraged for “n” number of things. Every kid is smart in some way or the other. IQ in kids is a norm. Are they listening only or understanding, too, is a big question. According to child psychology, instant gratification is bringing down EQ drastically. Whether it’s a smartphone or a laptop, they demand and they are being given quickly. In their orbit, patience is quickly getting defeated by an “I want things, right now, right here” syndrome. It’s proven that ultra-violent games might help augment IQ but do not enrich EQ.
In such a scenario, the role of advertising, highlighting kids’ behaviour becomes more important than we think. Whatever kids see, they ape. I’d take two inspiring ads to draw my point further.
Surf Excel #ReadyForLife
What it has: A cute kid from a well-to-do family asks his mom for a football as gift. He gets it. He comes home with his clothes stained everyday. One day mom finds out her kid is in fact playing a secret Santa to a poor kid who can’t afford to buy his own football. He is smearing his clothes with mud to hide behind his lies.
What it conveys: Empathy and concern, sensitivity for ones in need, and joy of sharing. Kids might learn a lot from this ad which isn’t in syllabi.
Havmor - Goodness The World Deserves - ‘12th man’
What it has: A Sikh kid as the 12th man of a cricket team is happy serving drinks and towels to his teammates. He is ecstatic as his team wins. His teammates create a huddle leaving him. It is not intentional. The kid walks away dejected, but is happy for others. Just then his captain taps his shoulder, offers him an ice cream and invites him to be a part of the pool.
What it conveys: Selflessness, purity, innocence. It teaches us to contribute without any fuss. Too many values packaged nicely in one ad.
Researchers say 80 per cent of a child’s success depends on EQ. A good EQ assures developing skills like empathy, managing emotions, self-motivation and self-awareness.
Beautiful attempts in advertising go beyond a client’s brief and reduce the burden of the so-called reason to believe for the brand promise. Washing off dirt is a detergent’s job. But saying it with “stains are good” is a remarkable platform for humanity as it allows kids to be kids. It encourages kids to be braver than their parents.
To be acceptable, the role of advertising should be more than just selling. And to be endearing, the heart should do all the talking.
The writer is the Chief creative director, Thoughtshop Advertising & Films Productions
