The Social Chronicles! Part 1…September 15, 2017
“Marketing is no longer about the stuff that you make, but about the stories you tell.” – Seth Godin
I have a dream, a dream to tell stories. A dream from my childhood when I learnt to read books and newspapers and was captivated and fascinated by the storytelling of the advertisements. Those days…Even now, a simple endearing storytelling is all I want. Isn’t it incredible to see that you have moved so many people with your story or in my case with the brand’s story? Yes, it is!
What is the power of storytelling, you may ask?
For me it is all about, engaging the audience! And that’s what I do and love doing!
Though different brands have different approaches, however from the very beginning of my life, I learnt that storytelling helps in planning and preparing, and most importantly because from childhood we have grown up listening to stories and folk tales, our interest is always piqued when a good anecdote or narrative is shared!
We have grown up with stories created by stalwarts like Piyush Pandey, Prahlad Kakar, Sandeep Goyal, Prasoon Joshi, R. Balki, Sam Balsara, and many more; and are still being mesmerized and enthralled by them. Imagine, an ongoing cricket match, the batsman reaching 100, and just then a young woman running to the ground and breaking into a spontaneous dance as it is all about ‘Asli Swad Zindagi Ka’. Sheer brilliance and most importantly everyone could connect with the story!
Storytelling humanizes the brand and it is the foundation of the growth strategy as well. It is also important, as you build your own niche and create your own diverse path with it. Mark Truby, Vice President, Global Communications, Ford Motor Company, says, “A good story makes you feel something and is universal. People want to buy a car from a company they relate to and they understand. They want to grasp your values and your commitment to excellence; be inspired and intrigued. Storytelling is the most powerful way to convey these ideas.”
Brands needs to tap into emotions and strike all the right chords with the magic of storytelling. Do you remember the Dhara cooking oil commercial? A child leaves home but comes back to eat jalebis? We could all connect with that story as, whether we are young or old, we all love jalebis! Though the advertisement was about the cooking oil and its benefits.
In all these years, studying and working, I have learnt that people always remember a good story. Brands need a good story to position themselves in the most effective and engaging way. Those funny Pidilite advertisements of Fevicol or Fevikwik, always make me smile. Whether it’s about catching fish, or making eggs, it’s the entertaining story that makes a mark in our hearts.
Storytelling is inspiring and motivating. Do you remember Tanishq’s advertisement of remarriage? It broke all societal norms and beautifully crafted a new path by making a new and progressive statement. Also, the advertisement shows a dusky bride. Did we all not connect with the brand and most importantly with the story? We did. We connected with the story. We connected with the narrative.
Telling a story helps in gaining new audience as they can enlighten, entertain, and engage. From time and again, advertisers and marketers talk about storytelling as it helps brands to genuinely connect with the audience and their emotions to build an enduring relationship with them while establishing a long-term brand loyalty…
More about storytelling in The Social Chronicles! Part 2…
Now, you tell me, which is your favourite story? Which narrative has left a lasting impression in your heart and mind? Tell us in the comments section below.
“If you have a really good narrative, you can tell a thousand stories with it.” – Deb Lavoy
Cover image source – Trish Springsteen Speaking