Gone are those days when companies and their advertising agencies rely on tried and testing media for promotion of product or services. It is the age of millenniums and generation Z, which spend 90% of the time on the internet even for the things which are available otherwise.
In my blog titled. "If old is 'Gold', new is 'Platinum'..!!", I had mentioned about changing requirements of advertisement to reach the correct target audience. Companies have started giving a prominent share of marketing budget to these new methods of communication along with the old ones.
No company can just completely rely on TV, print, radio and other old methods of just reaching their customers. They need to provide some ways to customers through which they could engage with the brands. In my blog titled, " Hitting the Bull's-eye..!!, I had mentioned new ways which companies are using to provide a platform to their customers to directly interact with brands.
The other media which proves to make companies and brands omnipresent is "the internet". The advertising industry has been witnessing a paradigm shift in marketing medium through the social media marketing, mobile marketing, viral videos and short films.
Many companies like Ola, Uber, Quikr, Kingfisher, Commonfloor, Snapdeal, TrulyMadly, Flipkart, Lenovo, Hotstar and much more had routed their advertising campaigns through youtube sensations like AIB (All India Bakchod) and TVF (The Viral Fever).
This type of medium gives direct reach to the target customer in a subtle way whose effect is more prominent and long lasting than that of TV or print or radio or even the social media advertisement.
TVF Pitchers successfully provided a platform for companies to showcase their brands and became the first sitcom to be listed in IMDB top 250 worldwide.
Then TVF Permanent roommates touched the hearts and showcased brands like ola cabs in every episode through a character named Purshottam.
Movie and TV celebrities endorsement has been a constant practice by most of the companies to register their brands in customers' mind, but always presenting the communication just as an advertisement reduces the impact of celebrities.
But the recent work of advertisement from capital foods, the owner of Ching's Secret has flabbergasted both advertising and entertainment fraternity.
The video titled "Ranveer Ching Returns | A Rohit Shetty Film | Ranveer Singh & Tamannaah" is not another bollywood movie featuring the bad ass actor Ranveer Singh and sizzling Tamannaah Bhatia, but it is a wonderful piece of communication for chings brand.
It was released in the format of any other bollywood movie release format by releasing a trailer and own poster.
The video's trailer was released around a week before the full short film of 5 minutes and 33 seconds, got more than 3 million views and the full movie released on 19th August got 2 million views in just 2 days of its release.
How this marks the new dawn of advertising in India?
First of all, this advertisement which is in the form of a short film starts as any bollywood movie.
Secondly, mentioning Rohit Shetty, a known producer, and director of bollywood movies gives more credibility to it of being a movie only.
Thirdly, it casts Ranveer Singh who is currently the youth icon after winning national award for best actor and Tamannaah, who is one of the best actresses of tollywood. Thus creating excitement in both North and South Indian audience.
The first time any viewer will watch this video, he/ she will expect it being another movie directed by Rohit Shetty having Ranveer and Tamannaah as lead actor and actress.
It creates a win-win situation for all the stakeholders, capital foods getting advertisement, Rohit
Shetty, Ranveer and Tamannaah getting a publicity and buzz in the audience.
Certainly, short films were made before to inject the brand communication in customers' in a subtle way, but chings have come up with the never before concept which will definitely change a lot in this industry.
In this new dawn of advertising, there were advertising rays of viral video advertising, customer engaging advertising and another ray of short film advertising just emerged from the horizon.
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