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MUMBAI: Stories sell but data tells that complex advertisements aimed at rural Indians may be missing the mark. Ads for rural markets should tone down metaphors and allow products to take centre stage with a clear and simple narrative, a study by marketing data and analytics company Kantar shows.
Kantar’s Creative Effective Study highlights how companies have to position their products and brands differently to suit the tone and tenor of urban and rural markets. This is in sharp contrast to global markets where complex techniques like hyperbole, mood, and imagery are used.
So what can be impactful for ‘Bharat’? “Our data tells us that for rural advertising, cultural context and familiarity is very important for the audience. Also, companies should make the product visible up front, so that the consumer is able to remember, and it doesn’t get lost,” Soumya Mohanty, MD & chief client officer, south Asia, insights division, Kantar, said.
Further, companies should not shrink marketing spends now – during times of economic sluggishness – but their advertising should “convince and compel” consumers to buy, he said.Over the past few months, there has been a pressure on marketing budgets with certain companies slashing spends. “During a slowdown and when inflation bites, companies should actually put out ads that compel consumers to step out and buy. This is a wrong time (to curtail spending),” Mohanty told TOI.
The insights in the study, drawn from over 1,400 creatives across categories, markets, and media formats in 2022, seek to help consumer-centric and FMCG companies plan impactful ad spends, and get more bang from the buck.
A key trend is the growing relevance of short-format ads on television, fuelled by viewers’ fleeting attention, as well as reduced marketing spends by companies. For TV, companies are increasingly turning to 15 seconds, and getting them to work harder in terms of being more impactful than the regular 30 seconds, the study shows.
“The increasing exposure and time that consumers have with ads on digital platforms and short-form video content on social platforms are setting high benchmarks for TV ads. The codes of crafting an impactful 15 seconds or shorter ad are very different from that of the familiar 30 seconds, though the objective is the same – get the attention of consumers and leave behind impressions about the brand that would make it more desirable,” Prasanna Kumar, executive VP, south Asia, insights division, Kantar, said.
He further added, “In terms of scripting and visualisation it calls for a lot more sharpness and singularity without sacrificing consumer engagement.”
Kantar’s Creative Effective Study highlights how companies have to position their products and brands differently to suit the tone and tenor of urban and rural markets. This is in sharp contrast to global markets where complex techniques like hyperbole, mood, and imagery are used.
So what can be impactful for ‘Bharat’? “Our data tells us that for rural advertising, cultural context and familiarity is very important for the audience. Also, companies should make the product visible up front, so that the consumer is able to remember, and it doesn’t get lost,” Soumya Mohanty, MD & chief client officer, south Asia, insights division, Kantar, said.
Further, companies should not shrink marketing spends now – during times of economic sluggishness – but their advertising should “convince and compel” consumers to buy, he said.Over the past few months, there has been a pressure on marketing budgets with certain companies slashing spends. “During a slowdown and when inflation bites, companies should actually put out ads that compel consumers to step out and buy. This is a wrong time (to curtail spending),” Mohanty told TOI.
The insights in the study, drawn from over 1,400 creatives across categories, markets, and media formats in 2022, seek to help consumer-centric and FMCG companies plan impactful ad spends, and get more bang from the buck.
A key trend is the growing relevance of short-format ads on television, fuelled by viewers’ fleeting attention, as well as reduced marketing spends by companies. For TV, companies are increasingly turning to 15 seconds, and getting them to work harder in terms of being more impactful than the regular 30 seconds, the study shows.
“The increasing exposure and time that consumers have with ads on digital platforms and short-form video content on social platforms are setting high benchmarks for TV ads. The codes of crafting an impactful 15 seconds or shorter ad are very different from that of the familiar 30 seconds, though the objective is the same – get the attention of consumers and leave behind impressions about the brand that would make it more desirable,” Prasanna Kumar, executive VP, south Asia, insights division, Kantar, said.
He further added, “In terms of scripting and visualisation it calls for a lot more sharpness and singularity without sacrificing consumer engagement.”
#Telling #story #Rural #plot
