Hours of doom-scrolling and multiple brand posts but as audience- can one even distinguish between all the lazy jewellery-on-hands-in-sunlight type of content?
No shade to those brands, but how come Indian brands don’t try building a visual language with impactful content?
Why are brands going after aesthetics over impact anyway? Aesthetic is easier to achieve, less creative input and well less controversial so to speak. One might take it as pleasing the masses, or even underestimating the creative understanding of the Indian public and these wouldn’t be completely false inferences. But, impact doesn’t come easy. Or even free at times. It requires risking your content in an age where everything is censored. One wrong move and your brand is on a blacklist for ‘hurting sentiments’.
But, all it takes is a start, even if it’s a low budget shoot in your backyard. Impact is what stays with the viewer, they’ll remember you for being that one brand that did the ‘fishbone eating earrings’. Aesthetics on the other hand, don’t create any substantial value. Sure, the reel will get a million views, but is that satisfactory enough when the cost you’re paying is no brand recognition, no brand language, no visual storytelling? To us, that’s a bad deal. As creatives first business owners second, we appreciate the value of good effort impactful and experimental content. It takes a lot to notice the box and then step out of it.
How the audience engage with this genre of content is another tale to tell. Cause if advertising/marketing industries are dying and the newer generations of people move away from any product that engages in explicit marketing, how do you even promote without actually promoting?