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What is “Emotional Marketing? Why more and more brands are moving towards Emotional Marketing content rather than Rational Content?

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Remember these advertisements?

Dabur Vatika ad that shows a bald woman who’s just recovered from cancer. The ad says “Some people don’t need hair to look beautiful”.

Or in one ad a grandmother urges the nurse to give her grandson on hospital bed “GHAR KA KHAANA”. The jingle says “TERI AANCHA KA UTARA JO MAINE CHAKH LIYA

At no point in the 4 min ads, Brands talk about using their products. They talk about emotions associated


According to Entrepreneur magazine, branding is “The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.”

Emotional branding then is creating an emotional connection to one company that separates it from the rest, creating brand loyalty over time.

But Why Emotional Marketing works?

Even though we consider ourselves logical and modern human beings, the majority of our decisions are made by the ancient, instinctive subconscious part of our brains, sometimes referred to as our “reptilian brain.”

Brand experts believe that tapping onto the emotional quotient helps in establishing a long-lasting connect with the consumers.

Emotional Content is twice as effective as rational content

An Ad Director

We strongly believe emotions play a vital role in a consumer’s brand choices. It has been proven that brand building though emotional connect drives brand reliability in the long term. It is human tendency to choose products and services that have effective emotional advertising.

Anurag Kumar, Chief Communications Officer, Tata Sky

As per research by Gensler:

  • In India, 4/5 customers connect with brands for their values
  • Brands in tech are most effective in creating this emotional connect
  • Surprisingly food, retail and sports are lowest in ranking of emotional connections

Social Media has made it even easier for brands. To humanize and personalize conversations and deliver a tailor-made message to the audience.

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A passionate writer and a business enthusiast having 6 years of industry experience in a variety of industries and functions. I just love telling stories and share my learning. Connect with me on LinkedIn. Let's chat...

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