Humour has been a powerful tool in advertising for decades, and it continues to be a prevalent strategy in television commercials. Whether it’s a clever punchline, a hilarious situation, or a memorable comedic character, humour can captivate audiences and leave a lasting impression. Advertisers recognize that making people laugh is an effective way to engage viewers, increase brand awareness, and ultimately drive sales. In this blog, we will explore the benefits of using humour in TV advertising, highlighting its ability to grab attention, create emotional connections, enhance brand recall, and foster positive associations with the advertised products or services. By examining various examples and research studies, we will delve into how humour can be a valuable asset in crafting successful television advertisements.
Why use humour?
Using humour in ads offers several benefits that contribute to the overall effectiveness of television advertising. Here are some key advantages:
Attention-grabbing:
Humour can capture viewers’ attention quickly. In a sea of commercials, a funny ad stands out and piques interest, making people more likely to pay attention to the message being conveyed. By engaging the audience through laughter, advertisers can break through the clutter and make their brand memorable.
Emotional connection:
Humour has a unique ability to evoke positive emotions. When people find an ad funny, they experience joy, amusement, and happiness. These emotions create a positive association with the brand, making viewers more likely to form an emotional connection. By appealing to people’s sense of humour, advertisers can establish a deeper bond between the audience and the product or service being advertised.
Enhanced brand recall:
Humorous ads tend to be more memorable than serious or straightforward ones. When an advertisement makes people laugh, it creates a positive experience that sticks in their minds. This increased recall can be beneficial when consumers are making purchasing decisions. They are more likely to remember a brand that made them laugh, leading to increased brand recognition and consideration.
Improved message retention:
Humour can help convey information effectively. When humour is incorporated into an advertisement, it can make complex or mundane messages more accessible and enjoyable. Viewers are more likely to remember the content of the ad because they associate it with the positive emotions they experienced. By using humour strategically, advertisers can ensure that their message is not only understood but also retained.
Viral potential and social sharing:
Funny ads have a higher likelihood of being shared on social media platforms. When viewers find an ad amusing, they are more inclined to share it with their friends and followers. The shareability factor can extend the reach of the advertisement beyond its initial viewership and generate additional exposure for the brand. This organic spread of the ad can lead to increased brand visibility and potentially attract new customers.
Positive brand perception:
Humour can help shape consumers’ perception of a brand. When a brand is associated with humour, it is often seen as approachable, relatable, and likeable. By creating a positive and light-hearted image, advertisers can build trust and foster a favourable opinion of the brand. This positive perception can ultimately influence consumers’ decision-making process and increase the likelihood of choosing the advertised product or service over competitors.
Examples-
Swiggy – “Ghar Ka Khana”:
Swiggy, a popular food delivery platform in India, launched an ad campaign titled “Ghar Ka Khana” (Home-cooked food). The campaign humorously highlights the relatable situations and challenges people face when trying to replicate the taste of home-cooked food while ordering from restaurants. The humorous scenarios resonate with viewers and emphasize the convenience and reliability of Swiggy’s food delivery services.
Dettol – “Dettol Dettol Ho”:
Dettol, a renowned hygiene brand, released an ad featuring a catchy jingle titled “Dettol Dettol Ho.” The advertisement humorously portrays individuals going to extreme lengths to ensure cleanliness and hygiene, with the jingle playing in the background. The humorous approach not only captures attention but also reinforces Dettol’s association with cleanliness and germ protection.
Conclusion-
Humour in Indian television advertising is constantly evolving, with new campaigns being launched regularly. By keeping up with the latest trends and understanding the target audience’s preferences, advertisers can tap into the power of humour to create memorable and impactful advertisements. As consumer behaviour and media consumption habits change, advertisers must continue to explore creative ways to engage viewers, generate brand affinity, and drive business growth through the effective use of humour in their TV advertisements