Do you wish to narrate a story that is purely theoretical or one that resonates with and evokes the reader’s emotions? Piyush Pandey, the father of Indian advertising, was known for his marketing strategies that had a mix of creativity and analytical approach. This article will help you understand how the use of creative ideas can help in engaging more readers.
Concept of Piyush Pandey’s Marketing Approach
Piyush Pandey’s ads caught every reader’s eye because his advertisements resonated with readers’ feelings and emotions. His marketing strategies were focused on making ads that were genuine than those that were more conceptual and trend-based. Key points of his marketing approach are as follows:
- Simplicity over Complexity– The key idea of marketing is to convey complex ideas into clear, simple, and concise ones that are easily understandable by the viewers. “Daag Achhe Hain”, Surf Excel’s media drive became a National Phenomenon as it described the idea of kids’ clothes getting dirty while doing something good. Hence, simplicity grabs attention smoothly.
- Power of Emotions Over Logic– Pandey always believed that something that resonates with readers’ hearts is more engaging than something that resonates with their minds. An authentic story attracts more readers than a conceptual one. Marketing strategies adopted by Cadbury Dairy Milk’s like “Kuch Khaas Hai” initiative, embrace moments of joy while having something sweet.
- Know the Readers’ Tone– Informing in the readers’ tone helps them feel more connected than just explaining in the way you like. The use of more local and informal language fascinates even more. Fevicol’s “Fevicol Ka Mazboot Jod Hai, Tootega Nahi” uses a crowded bus showcasing people holding Fevicol brand handles resembling the high-quality holding power of the product.
- Presence of Cultural Context– Marketing strategies that involve the use of traditions, cultures, and languages tend to capture more attention from the audience. Such ads are highly relatable and have revolutionized Western-style advertising.
- Make it Historic– Storytelling and emotional connection are key aspects to make any product memorable. Readers’ connection with the product is a hallmark of its power. Cadbury Dairy Milk’s “Kuch Khaas Hai” highlighted the idea of happiness and togetherness that made it historic.
- Longevity of Brand and Product– Piyush Pandey’s marketing strategies always ensured that the product and brand are inseparable and dominant over the story narrated. If the core idea behind the advertisement isn’t remembered, then the story’s presence has no use. The brand’s essence must be reflected in every part of the story.
Data Analytics in Marketing
Data Analytics refers to the collection, analysis, and interpretation of data to improve marketing performance. Statistical and AI tools are used to gain insights about customer needs and preferences.
Key Roles of Data Analytics
- Identifying and Understanding Audience- Data can tell what the customer expects, help in figuring out who and when to approach.
- Improving the Campaign Performance- Data can help inform and improve the performance and strategy behind the campaign, using analytical tools.
- Predictive Forecasting- Data can help predict customer behaviour and predict future trends.
Piyush Pandey’s Perspective
In accordance with Piyush Pandey’s marketing strategies, data acts as a supporting hand to creatives and emotions in digital marketing. Data provides information about customers’ tastes and preferences, while emotional storytelling can help grab their attention, so a balance between analytical insights and creativity is necessary.
- Data is the supporter, not the dictator.
- Data provides the “number” and “who” to approach, while emotion provides for “whom” to approach.
- He prioritized insights over the numbers and data.
- A balance between the two is the key to winning the audience.
Firsthand Examples Showcasing the Blend
The marketing strategies used by Piyush Pandey won over every person’s heart and remained in their minds forever. The key idea behind this was to use the emotion and language of the audience. Some examples showcasing the blend of creativity and analytics are as follows-
Fevicol- “Fevicol Ka Jod Hai, Tootega Nahin.” In this Ad, the overloaded bus was used as a metaphor for the adhesive product. The strong adhesive was showcased as a strong bond between people, as people resonated more with everyday objects and situations. ‘Behavioural data’ was used to gain a deeper understanding of what people discuss, share, and so on. Data with the use of relationships and attachment was used to craft a memorable ad.
Cadbury Dairy Milk- “Kuch Khaas Hai Zindagi Mein.” With the proper identification of age gap and cultural context, this ad turned the ‘only kids’ chocolate into an ‘adults’ celebration treat. A young woman dancing on a cricket field was illustrated to express the emotion of joy and celebration. Culture(cricket, adult life) and behavioural insight(moment of joy) were linked with the creative to influence and reach the adult audience.
Pulse Polio- “Do Boond Zindagi Ki.” This public survey campaign showcased how emotional communication was built using data-driven insight. A simpler message of care was selected over a technical one to make the message accessible to low-literate people, and the human emotion of the mother-child bond was focused on to make the idea more relatable. The creative use of language and simplicity resulted in trust building and increased engagement.
Asian Paints- “Har Ghar Kuch Kehta Hai”
Key Takeaways
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