Is it time we Pay Heed to Ethnic Innovation & Creativity?

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School is the advertising agency which makes you believe that you need the society as it is – Ivan Illich
Yes, absolutely, the school taught us many things. But, we tend to forget it in our daily chores. And, speaking about the society, each silence and chaos in it inspires us to deliver something good and worthy. So, why not good and worthy in Digital? The simple yet creative idea of successful brand building is in the creation of a concept that has multiple convincing points with the customer, and how profitably it delivers on these in tandem with conveying the marketing message and the brand promise. Brand building helps a lot in regards to creating trust between customer, society and the brand. Ethnic advertising has come a long way since its inception. It has been delivering one of the most creative ads and campaigns for top-notch clients. So what makes this segment so interesting? Let us discuss about the uniqueness of it.
This vertical of marketing depends a lot on the language and the culture of the ethnic segment. It practically defines the identity of the group. Multiple languages are spoken by a diverse population. However, it does not mean one needs to roll out campaigns focused only on a singular language. Many agencies have been dishing out mind-blowing campaigns in English that have been connecting with the target audiences instantly. The language won’t play a barrier if one understands the varied culture properly. You cannot assume that the potential clients will react to your campaigns in the same way as the westerners do. Agencies should try to go ethnic in a very unique way to form a very unique cultural background.
We can take cues from Middle Eastern advertising in regards to their ad creative and peak timings. Once you understand the culture properly, you can mould the ad campaigns in any language along with conveying the marketing message. You need to be very choosy in selection of fonts. The other thing is tapping the peak timings. Many marketers fail to identify with the fact. The Middle East followed a relatively late sleeping schedule in the campaign mentioned below. The best time to roll out the campaign was identified as the month of Ramadan. Majority Arabs were awake throughout the night in the month of Ramadan. This helped the brand to reach the target audience & allow the digital front-runners to run ads effectively as early as 3-4 in the morning. This Coca-Cola Ramadan ad from 2013 would serve as the best example.
The ad was perfectly placed to capture the target audience along with conveying the importance of the occasion when people from different backgrounds come together to have breakfast. It can be regarded as one of the best Middle Eastern advertising campaigns. Coca-Cola was successful in striking an emotional chord with the Arab families by showing all the good things about Ramadan. It was completely focused on family, friends, food and togetherness. The product was sensibly placed as the centerpiece for all the occasions of the holiday. The ethnic segment will continue to grow over the coming months in India and globally too, if the agencies and brands place emphasis on dishing out innovations and creativity like these.

 

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“Thinking Aloud” reflects the emerging trends and varied outlook of the rapidly evolving internet and communication sector. An IAMAI publication, this is a part of the market education initiative of the association.


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