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Jalebi!

The purpose of TV advertisement is more than just product sales. Refraining from the usage of technical jargon, this article intends to understand the basic marketing aspects related to the Dhara ad. An ad, which probably will again bring a smile to your faces, and make you hit the like button on that facebook link some nostalgic folk shared on his wall (or even comment with a cho cute if you belong to the other half of the cases). But more importantly, it may make you realize that an ad can have several layers of strategies behind its face, apart from perceiving just a feel-good factor associated with it. Dhara ad, perhaps one of the most remembered ads on Indian Television, makes a fantastic example of the league of ads that aim to connect, rather than just communicate. The purpose of such an ad is to communicate the information along with making relations with the target audience (of course without employing any customer relationship programs). The way it intends to build relations is through making us identify ourselves with the family that is shown in the ad. Touch our chords. Evoke some emotions. Make us smile. The innocence of the kid who is leaving home because everyone gets mad at him, the caring and concerned Ramu Kaka who persuades him back home after mentioning that Jalebi is being prepared at home by mother, the kid sitting on the rod of that uncles bicycle with his legs hanging on his way back home, the way the kid picks up jalebis with both of his hands, and not to mention, that Dhara jingle that plays along, all these elements result into a certain feel-good, which makes us fall in love with the image that the brand is trying to project. Make a place for itself in your heart. The differentiating factor that this product intended to make use of was the purity of refined oil, compared to loose oil. Launched back in the 90s, Dhara Dhara, Shuddha Dhara Anokhi Shudhta, Anokha Asar were clear indicators of the aim of the product to target the consumers who probably had to switch to refined oil from loose oil (or some other brand), and had to pick Dhara because it was associated with purity, something that Indian middle-class consumers would value for sure. In short, Dhara ad makes a smart advertisement by conveying the emotional side of the product along with building bonds with the consumers. Bonds that make you smile after decades while youre hitting like to that facebook link to its ad.

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