Neuromarketing: Game-changer or gimmick for Indian brands?

In an increasingly competitive marketplace, capturing consumer attention has become a formidable challenge. It is unsurprising, therefore, that brands are turning to innovative methods to forge deeper connections with their target audiences.

One such approach is neuromarketing, a fusion of neuroscience and psychology that promises to unlock the subconscious triggers behind consumer behaviour. By understanding how emotions, memories, and cognitive biases influence decision-making, marketers can craft campaigns that resonate more effectively on both emotional and rational levels.

Amul’s ads masterfully tap into everyday moments, forging an emotional bond with consumers through humour and nostalgia—hallmarks of neuromarketing. Tata Tea’s iconic Jaago Re campaign, on the other hand, used striking visuals and hard-hitting messaging to awaken social consciousness.

By triggering subconscious responses, both brands turned passive viewers into engaged participants, proving that marketing isn’t just about selling—it’s about sparking action. This blend of emotion and purpose keeps consumers hooked, making these campaigns more than just advertisements; they become cultural touchpoints.

But the moot question is whether widely neuromarketing is being adopted widely in India, beyond these larger-than-life brands? Are companies leveraging it as a cornerstone of their strategies or merely experimenting with its possibilities? Are we witnessing measurable growth in neuromarketing investments, or is it still confined to niche applications and pilot projects?

According to industry experts, investment in neuromarketing is undoubtedly growing, albeit slowly. This growth is triggered by an increased understanding of the emotional and cognitive stimuli that induce the selection of a product to buy.

Brands that have forayed into this field attribute its usefulness to its ability to capitalise on the value that deep personalisation offers in developing more customer-oriented products and to generate a better return on investment through targeted campaigns. Nevertheless, the high cost and lack of expertise remain bottlenecks to its adoption.

Aditya Jangid, managing director, AdCounty Media, explained that online and experiential marketing are the most promising fields of neuromarketing. From optimising website layout and generating emotionally engaging social media to curating memorable brand experiences, these modes leverage subconscious responses in powerful ways.

Social commerce, for example, is full of promise by mixing impulsive decision-making and emotionally laden communication. “As neuromarketing develops, its ultimate potential resides in enabling brands to create meaningful relationships, not a commercial transaction but a human experience,” he added.

Take the case of Myntra. It has cleverly blended eye-catching visuals with hyper-personalised recommendations, making online shopping feel less like a transaction and more like a curated experience. By tapping into neuromarketing tactics, it subtly nudges consumers toward impulse purchases, keeping them engaged and coming back for more.

Manesh Swamy, managing director and chief creative officer – LS Creative, LS Digital

Marketers believe that modern neuromarketing shines in its precise measurement. No more guessing—tools like eye-tracking reveal exactly where people focus, replacing speculation with data-driven insights. This can help agencies create concise and targeted campaigns that can prove to be successful and more effective.

Prevalence in the Indian market

In India, neuromarketing is at a crossroads, marked by a blend of intrigue and caution. While its promise of decoding consumer behaviour at a subconscious level captivates brands, most remain in the exploratory phase, hesitant to fully embrace it.

A handful of forward-thinking companies have already adopted advanced tools like eye-tracking, facial coding, and EEG analysis to fine-tune their campaigns. However, the majority are still testing the waters, intrigued by its potential but wary of diving in without a clear roadmap.

In recent years, neuromarketing investments have surged, driven by advancements in AI, data analytics, and improved consumer insights The pandemic, by driving rapid digital adoption, underscored the importance of understanding human behaviour to stand out in a crowded digital space. From optimising ad creatives for emotional impact to tracking authentic consumer responses, the growth of neuromarketing is rapid and transformative.

Manesh Swamy, managing director and chief creative officer for LS Creative at LS Digital explained that in the Indian advertising space, neuromarketing is still in its early, yet thrilling stages. It is often seen as the Matrix (movie) of marketing. While a handful of innovative brands are embracing it, others are still unsure or rather reluctant to try it.

A few trailblazing brands are adopting innovative tools like eye-tracking, facial coding, and biometric research to decode consumer emotions and subconscious triggers. While traditional retail remains hesitant, the real momentum lies in digital platforms, where online commerce and social media are driving transformative marketing strategies.

Sushant Sadamate, COO and co-founder, Buzzlab

Big brands have been leveraging neuromarketing for years, but now it is catching on across the board. “Around 30% of brands are fully embracing it, while 40% are still finding their footing,” informed Sushant Sadamate, COO and co-founder, Buzzlab.

Digital platforms lead the charge with reliability and measurability, while experiential marketing offers unmatched sensory impact. Social commerce, however, is emerging as the true hotspot for neuromarketing innovation.

Ethical dilemma

While there is an ongoing debate about the prevalence of neuromarketing, some marketing experts believe its application is beset with ethical concerns regarding consumer autonomy. Since neuromarketing taps into subconscious triggers, it raises questions on whether the resulting responses truly reflect free will.

To address these issues marketing campaigns must prioritise transparency, avoid exploiting consumer vulnerabilities, and ensure that users have a positive experience. Ethical treatment, academic integrity, and clear professional boundaries are essential for developing frameworks that enhance consumer-focused strategies while maintaining trust and respect.

Saif Ahmad Khan, founder of Luhaif Digitech, explained, “The implications for the B2B marketing communication model underscore the importance of grounding the value proposition in ethical approaches to effectiveness. Campaigns are created and designed with an understanding of how consumers feel and to respond to their emotions and needs.

This means that rather than focusing solely on urgent buying requests, we should work on developing trust with clients and fostering lasting partnerships. Measuring success should also include solutions like eye-tracking, EEG (short for electroencephalogram, a medical test that measures electrical activity in the brain), and sentiment analysis of customers, all of which must conform to data privacy standards.

Saif Ahmad Khan, founder, Luhaif Digitech

Neuromarketing, often viewed with scepticism and compared by some to political manipulation, holds immense potential when grounded in honesty and ethical practices. Industry experts emphasise that its true strength lies in enhancing genuine value rather than concealing flaws.

As Sadamate observed, the challenge ahead is not just mastering advanced technology but using it responsibly to build trust and amplify authenticity. In a world where consumers are more informed and discerning than ever, transparency and ethical intent will become critical pillars for success.

Like a well-crafted biryani, where every ingredient must be carefully balanced, shortcuts in neuromarketing are easily noticed and can quickly erode credibility. The path forward lies in leveraging neuromarketing insights to foster meaningful connections, focusing on quality and authenticity. By aligning technology with values, businesses can not only stand out in competitive markets but also earn lasting consumer trust, paving the way for sustainable growth.