Subliminal advertising in TVCs: Not a mainstream strategy for advertisers
Subliminal Advertising in TVCs is not much explored in the context of Indian advertising. But that doesn’t mean this concept is farcical -- there have been a couple of instances when advertisers have used two brands in a TVC, with the second brand making its presence felt in a subtle way.
There have been myriad instances when two brands are promoted within a single TVC. But these usually happen when clients decide to be in favour of cross-promotional activities that drive consumers into purchase decisions. Subliminal advertising in TVCs is a concept whereby two brands exist -- one, which is the lead and the other, a second brand that makes its presence felt in a very subtle manner. The second brand has no relation with the direct message of the TVC or the lead brand, but still makes its presence felt on the screen.
Citing some examples, the first commercial that comes to our mind is the Yamaha ad that featured Café Coffee Day for a reasonable amount of time for the viewer to note its presence. Another example, though it may not have been intentional, is the Videocon commercial where Shah Rukh Khan wore a Tommy Hilfiger T-shirt. How effective these commercials have been and how viable this concept is still remains to be determined.
According to Prasoon Joshi, Executive Chairman and Regional Creative Director, South and South-East Asia, McCann Erickson, it was a challenge to establish one brand in itself, and that every brand had a certain character that needed to be communicated clearly. He also said that communicating the message of the brand in a 30-second TVC, amidst the huge media clutter, was not easy.
“For two brands, with one subliminal to ride on the main brand, doesn’t seem feasible, especially when we see that the communication needs to have the clear message of the brand character. On most occasions, the personality of one brand remains different from that of the other, and mixing them together may not be a good idea,” said Joshi. When asked whether advertisers would take this route more often, Joshi replied that advertising was a creative field and that he wouldn’t be surprised if such a concept gained popularity.
Pranesh Misra, President and COO, Lowe Lintas, had a similar view. “Mostly, this concept is ignored and it doesn’t indicate a promising future for itself. But in case it is used, there should ideally be a connection between the two brands, otherwise the presence of the second brand may largely go unnoticed,” he said. Citing an example, Misra said that it made sense if Cleartrip.com advertised itself with VIP bags in a TVC, as there was a clear-cut connection between the two.
But for Rajeev Raja, Executive Creative Director, Bates David Enterprise, it is not necessary for the two brands to have any connections. When asked about how the advertising expenditures would be shared between the two brands, he said that there was no reason for any advertiser to pay for a second brand in a TVC. “The brand in process of communicating a message should stand by itself, and not get mixed up with the message of other brands,” explained Raja.
“Subliminal advertising, more often than not, happens incidentally, and such relations have been forged even without the consciousness of the primary marketer,” said Mahesh Chauhan, President, Rediffusion DYR. He pointed out a classic example of how Coca-Cola was getting an indirect benefit each time McDonald’s was advertised.
When asked if this concept could work in the future, Chauhan had a completely different view. He said, “From a consumer standpoint, sometimes it could be more effective than dedicated advertising.” He justified his stand by saying that the brand in question wouldn’t force itself upon the consumer, and that it was in itself an appealing thought. “Since it is meant to be subliminal for the second brand, I don’t think it takes away anything from the primary brand unlike in some exceptional situations,” he concluded.
It can be understood that the concept of subliminal advertising for the second brand in TVCs is not a mainstream advertising strategy, and that there is still no evidence to prove its effectiveness. However, it might be a good recall for brands that have limited budgets, and for those who want to explore newer ideas and experiment in this creatively amazing field of advertising.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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