Iss article ko kya naam doon? This is how I began writing this piece. Replacing 'pyaar' with ‘article’ seemed intelligent to me. No? Okay, moving on.
When the nationwide lockdown was announced, I didn’t think it would be that difficult for me. I am really okay being by myself, with my family, at home. What I didn’t see coming was exposure to something I find dreadful. TV serials! With only one other room to chill (where I worked) and mom not having any other kind of entertainment (after making extra food for all of us), I had no other option but to get glimpses of the shows she watches. Well, pretends to watch, I must say. Because even though she exactly knows what is going to happen, she won’t miss watching it. So as she watched them and scrolled through her Facebook feed simultaneously, I realized, brands can learn a thing or two from them. For the sake of this article, I’ll be precise. Five.
*Getting into character. Taking a dramatic entry into the list*
1. Be Consistent: You watch an episode today or a month later, you would have missed nothing. The story, the characters, the twist - it will all be familiar and easily understandable (they really give no trouble to their audience, hats off!). How wonderful will it be if all marketing campaigns stayed uniform throughout! Your audience will be able to connect with them almost every single time. Take it as a kasauti campaigns ki!
2. Know Your Audience: While most of us loathe about the shows, they keep making dramatic shows which are popular and widely accepted among the masses. Because they know what their audience wants and they see them coming back for more. Can’t blame them for knowing their audience too well, right? If you have a problem, you are not their intended audience. Simple. Dill mill gaye? Tumhare aur tumhare customers ke?
3. Keep Showing Up: Essaying a relatable character on screen and being a part of people’s daily lives builds a strong connection with the audience. Also in comparison to the film stars, daily soap celebrities seem to be more accessible to the masses. So even if the plot is not engaging enough, this connection eventually boosts the popularity of the show. So how close are you with your audience? Tumhara rishta kya kehlata hai?
4. Publicity Matters: Take any aspect of an Indian serial and people have a lot to say about it. Mostly negative. These could be fans, critics, or even those who make the show happen. But you don’t miss the point, do you? People talk about them! What can be better than word of mouth marketing? Before you put any idea under the rug, think. Even the worst case scenario most likely will do no harm. You will still be the talk of the town! Karo thodi shararat - thoda jaadu, thodi nazakaat!
5. Understand The Regional Differences: Watching shows in different languages helps you understand the common values across India and where they differ. Without any market research! From the set to the costumes to character behaviours, there are similarities and differences you cannot miss. For example, the saas-bahu relationships hardly change, but the approach towards the love life of the young protagonists are always backed by the regional culture(mostly). Savour this khichdi our country readily provides and serve them accordingly in your campaigns.
With so many varied shows available, I am sure there are more to add to this list. What do you think is the best lesson these serials teach marketers?
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