Advertisements have the potential to change human thoughts, behaviour and actions. They can do a lot more than just promoting brands. Through visual and auditory modes, advertisements have the competency to bring about a societal change and provoke a positive impact on people. Readers can have a glance at such impactful advertisements through the examples listed out in this blog.
Red Label (Tea Brand)
A man visits a store to place an order for a Ganesh idol (A Hindu God). The shopkeeper exhibits the different idols created by him to the man. While having a conversation with the buyer the shopkeeper also illustrates the meaning behind the different forms of the Ganesh idols. To the buyer, this shopkeeper seems to be a very knowledgeable man, who has much information about the Hindu worship and reverence. While conversing with the buyer, the shopkeeper puts on the Kufi (skullcap worn by Muslims). The Hindu buyer is taken aback after realising that the shopkeeper selling the Ganesh idols is a Muslim by religion. He attempts to cancel his order and go to his workplace. The Muslim shopkeeper offers him a cup of tea before leaving. The vendor explains him that , work is worship too, one need not compulsorily pray. The Muslim man was in fact worshipping God, by creating his idol. The buyer takes a sip of tea and plans to change his mind. He does not cancel his order and amiably buys the idol from that vendor on that day itself. The Brand, Red Label intends to portray that their product attempts to create harmonious relations between different religions.
Kaun Banega Crorepati (Reality Game Show)
Six years ago, KBC came up with a phenomenal ad campaign featuring communal unity. In the ad it has been shown that, a Hindu boy had been selected for the episode. His family members were all set to bid him a goodbye as he was about to step out of his home, while his Muslim neighbors were watching him from the floor above. Just as the Hindu boy was about to step out, his neighbor sneezes. Sneezing while someone is about to leave from the doorstep is considered as a bad omen in the Hindu community. The Hindu boy’s family members feel agitated at the neighbor for sneezing and they misinterpret that, he had done it deliberately. Hours later, while facing a difficult question on the show, the Hindu participant decides to use the option of ‘Phone A Friend’ (According to the game’s format, this option is availed to all participants only once, whenever they wish to make use of it). He then rings up the same Muslim family and asks them the question i.e ‘What is the meaning of As-Salaam-Alaikum ?’ The man is overwhelmed by such a trustworthy gesture by the young boy. He answers his question accurately and assists him in winning the prize amount. This advertisement touched the hearts of many Indians. It indeed reflected the idea of communal harmony.
Surf Excel (Cloth Detergent Brand)
The advertisement broadcasted by this brand, intends to portray how Indian festivals are secular in nature. An individual from any community can enjoy a festivity according to his/her discretion. It is shown that, on the day of the Hindu festival of Holi (people celebrate this festival by applying colour on each other and splashing water with waterguns/waterballoons), a little boy wearing a white robe is hesitant to step out of his house. A girl of the same age as his, notices this and challenges her friends around, to smear all their colours on her. Her friends do accordingly, by throwing all the colour on her, from the floors above, as she waits down on her little bicycle. By doing so, she makes them use all their colour supplies on her and no colours are left out with them. Later, she offers to drop the boy to the place where he wants to go. It is then shown that, she drops him to the mosque, where he wanted to go to offer Namaaz (Islamic prayers). She also jests that, after he’s done with his prayers, the other kids will not leave him without including him in the merry festivities. He agrees to join them in the Holi celebrations after his prayers are done. The ad tagline said, “Rang Laaye Sang, Daag Acche Hai” (colours bind people together, such stains should be cherished). This advertisement depicts how mutual respect for each other’s religion can bring about unity. The principles of unity in diversity must be inculcated in children from their grassroot years, so that peace and harmony prevails in the society.
Advertisements can have a huge impact over the society, in terms of patriotism, unity, cohesiveness and peace-keeping. Various brands are positioning their ad campaigns around the pivot of National Unity in today’s times as the audience nowadays is readily accepting things which were not accepted earlier. Brands thus, not only create a name in the market with their products but also with their ad campaigns promoting social values and messages.