Branding Campaigns- Method to use customer’s sentiments to make them “Hero” of the story

As the famous phrase given by Don Alden Adam quotes, “To give real service you must add something which cannot be bought or measured with money, and that is sincerity and integrity”. It is the pursuit of every brand to decipher and? learn the secret that leads to finest customer experiences. Researchers have time and again proven the same as ‘emotions’ play a critical role in the consumer’s shopping experience and have a potent impact on making a choice. Statistics show that 80% of businesses claim to offer excellent customer service, however, only 8% of individuals believe that these businesses provide exceptional customer service.?

Consumer sentiment for a brand is like a fire. When things are going well, it resembles a raging campfire, emitting heat and light and bringing joy to everyone in its vicinity. But once it loses the connection, all that can be seen is a candle's dimly flickering flame. To help brands maintain the consistency and provide the consumers with a reason to choose them, the ultimate form of rescue is “Marketing Campaigns” of which the most expensive one was created by Chanel with the cost of $33 million. When it comes to a country like India where purchasing decisions are typically influenced by emotions, the festive season comes with the significant plus. Campaigns give a great chance to reconnect with past, present, and potential clients or consumers during celebrations. Statistics show that a record-breaking sales of INR 1.25 trillion in the e-commerce industry were made during Diwali 2021 through ad campaigns.

One strategy for doing this is to emphasize how beneficial their products may be at festivals. Remember the iconic 1990s advertising campaigns for Dhara and Amul? Or about the recurring Raksha Bandhan and Diwali Cadbury Dairy Milk commercials? What is it about these campaigns that makes people remember them so vividly? The goal of an effective advertising campaign is to be able to present a compelling tale. It is your obligation to establish associations between your brand and the emotions that accompany holidays and festivals. Consider a story that can be visualized, whether it be a complete work of fiction or simply a phrase or a hashtag that can be inserted into a festive context. Owing to the same, this year the discount sales during festive seasons can bring a 36% more profit and is expected to generate $9.2 billion in online sales.

To help brands reap benefits of this opportunity,? Savin Communication has launched their new initiative #PRarambh ahead of the Festive Season. The objective of the new initiative is to promote brands and their offerings digitally and create a positive buzz around the brand that will help them be ahead of their competitors. The initiative is to “not just make the brands look smart but their target audience to feel smarter”.