After Manyavar urged couples to split wedding costs, BankBazaar.com says, "Your wedding need not just be your parents' responsibility". Brands are ditching hard sell methods for progressive statements made through the desi wedding.
Recently, ethnic brand Manyavar released a campaign, 'Aadha-Aadha' featuring cricketer Virat Kohli. The ad made a progressive statement with Kohli talking to his would be in-laws about sharing the marriage cost which is generally not the case in India. It's the bride's parents who usually bear the marriage expenditures.
Now BankBazaar.com, an online finance-related marketplace, has recently released its new digital campaign #PlayYourPart, produced by Early Man Film and directed by Manoj Shetty, ex-group creative head of Ogilvy. The concept has been written by Carl Savio, chief creative officer of Bluebot, a Bengaluru based digital agency.
The ad shows the father of the bride offering money to the caterer and the manager of the wedding hall for all the expenditures, when the hall manager gives him his daughter's letter. When the parents read the letter they are touched to learn that enclosed within that letter is the cheque covering the expenses. The daughter explains to her parents that she is aware of these big expenses and wants her parents to keep the money.
He adds, "I feel when the message is as strong as this one, the brand association comes out naturally because it is a unique message which has not been done by any other brand. There are a lot of campaigns around save the girl child and other topics. There would be a risk only if the message has already been done by some other brand but with a campaign like this, it has not been done before and it is a new idea."
We asked our digital expert if ditching the hard sell method for a progressive route help BankBazaar.com make the cut?
She adds, "The film seems honest, it does not patronise or misrepresent its audience, and exercises good restraint on the tear-jerking. Of course, I'd have loved to see a series - where's the student who wants to study abroad, or the first-jobber who wants their first debit card? But the brand must have their reasons (maybe financial?) for not doing so."
Talking about the trend of other brands joining the progressive route, Haldipur says, "Those seem to be all around us, I think the 'trend' will neither fade away nor stay. It will only change with the way popular opinion shapes up.''
In the recent past, apart from BankBazaar.com and Manyavar, there have been few other brands that have focused on progressive statements in their ads. Here is a look at those ads: