Can ads make us feel something, even if they can’t change the world?

Have you ever watched an ad that left you feeling surprisingly emotional? Maybe, it sparked a genuine smile, a moment of nostalgia, or even caught you off-guard with its warmth.

It’s fascinating how some ads manage to reach beyond the screen to touch our emotions deeply. What is it about these ads that makes them linger in our minds and hearts long after they’ve played?

In advertising, the magic often happens when there is a real emotional connection. Think about the iconic ‘Humara Bajaj’ campaign, which more than advertised scooters—it captured the spirit of India’s progress and its people’s dreams. Or consider the Red Label tea ads. They don’t just sell a drink, but celebrate the connections between us.

These campaigns stick because they touch something familiar and universal in all of us—our relationships, pride, and/or daily rituals. They show us that the most effective ads are the ones that resonate emotionally, turning everyday products into symbols of our shared human experience.

Essence of cultural nuance

The emotional pull of Indian advertising often stems from its deep cultural roots and everyday relatability. Various elements create that connection. Language and expression constitute one such element.

The way we talk, incorporating regional dialects and the emotional undertones of our conversations, makes advertisements feel like they are speaking directly to us, or about us.

Family dynamics is another element that can create a powerful connection. Indian ads frequently showcase complex yet warm family interactions, resonating deeply as they reflect a viewer’s own family experiences.

Using diverse, real life characters is another way that ads can make a connection. From the beloved local chaiwala (tea seller) to the indispensable house help, ads in India often include a spectrum of characters that viewers encounter daily, enhancing the ads’ authenticity and relatability.

An integral part of our cultural fabric, music in ads also often evokes nostalgia or enhances the emotional narrative, whether it is a classical piece or a catchy Bollywood hit.

A country of multiplicity

India’s vast array of festivals and celebrations offer umpteen opportunities for advertisers to connect with consumers. Whether it’s the grandeur of a wedding or the intimacy of a family festival celebration, these events are depicted in ads to capture the joy and togetherness that viewers cherish and participate in throughout the year.

Each of these elements is more than a backdrop; it is a narrative force that drives the emotional connection, making advertisements not just seen—but felt.

To illustrate this, let’s examine two landmark campaigns that made us feel something. British Airways ‘Take Your Holidays Seriously’ campaign is a prime example. It turned the spotlight on the fact that nearly half of us check work emails while on holiday.

The film cleverly mixes humour with a serious message about taking real breaks for our mental and physical health. It is relatable and it’s got a point that hits home—especially when everyone is trying to squeeze the most out of their budgets.

Urban Company’s ‘Chhota Kaam’ (Small work) was another such example. This ad brings to light the everyday tasks we often overlook. It shows a service guy explaining to a kid that no job is too small, and every job deserves respect. It’s a simple conversation, but it packs a powerful message about dignity in work.

Emotional resonance as a success measure

The real win for an ad isn’t just how many people clicked on it but how it made people feel. Did it make them talk about it? Share it? Think about it? That’s the stuff great ads are made of. They make you laugh, cry, think, and sometimes, even change the way you look at the world—just a little bit.

So, can ads really make us feel something? Indeed, ads have the power to resonate deeply with us, far beyond just prompting purchases. The most effective ones speak softly yet profoundly, echoing the nuances of our everyday lives. They forge a connection that is not just about marketing but about mirroring our own stories back to us, making them part of our personal and collective experiences.

In this way, ads do more than just advertise; they contribute to our cultural dialogue, reminding us of shared values and experiences, and sometimes, they subtly shift our perspectives along the way.

— Naman Agarwal, co-founder and creative director, itch.