Picture this: you’re a marketer tasked with promoting a seemingly mundane or unusual product, like cement or wires. How do you create an advertisement that catches the attention of your target audience as well as the generic audience and makes them excited about your product? That’s where innovative and relatable advertising comes in.
In this blog post, we’ll explore how brands are transforming unusual products with innovative and relatable advertising. We’ll define what makes a product unusual, and why it’s important for marketers to use creative advertising strategies for these types of products. Additionally, we’ll also look at real-life examples of brands that have successfully transformed unusual products through advertising, and break down what made their campaigns so effective.
So, by the end of this blog post, you’ll have a better understanding of how innovative and relatable advertising can help your brand stand out in a crowded market, and how you can apply these strategies to promote even the most unusual products. So, let’s dive in!
What are Unusual Products?
Unusual products can be defined as those that are not typically associated with excitement or consumer interest. They are often functional or necessary items that consumers don’t necessarily think about until they need them. Examples of unusual products include Tyres, Cement, TMT Bars, Wires, and other industrial or construction materials.
However, just because a product is unusual doesn’t mean it can’t be marketed in an innovative and exciting way. In fact, some of the most successful marketing campaigns in recent years have been for these seemingly boring products. Brands have used creative advertising strategies to transform these products from commodities to desirable items, and in turn, have increased sales and brand loyalty.
In the following sections, we’ll take a closer look at how some of these brands have successfully transformed unusual products through innovative and relatable advertising.
The Power of Innovative and Relatable Advertising
Innovative and relatable advertising has become a powerful tool for marketers in recent years. It’s effective because it breaks through the noise of traditional advertising and connects with consumers on a personal level. By using relatable and engaging storytelling, brands can capture the attention of their target audience and create a lasting impression.
When it comes to unusual products, innovative and relatable advertising is particularly important. These products are often overlooked and can be difficult to market to consumers. However, by using creative advertising strategies, brands can transform these products into desirable items that consumers actively seek out.
There are numerous examples of brands that have successfully used innovative and relatable advertising to transform unusual products. For instance, Michelin used the famous “Michelin Man” character in their ads to create a relatable and memorable image for their Tyres. Ambuja Cement used humour in their ads to appeal to a wider audience, while Tata Tiscon TMT Bars created a relatable story about the strength and reliability of their product. Havells Wires used relatable storytelling to create a memorable ad campaign that highlighted the safety and reliability of their products.
Overall, the power of innovative and relatable advertising cannot be overstated. By using these techniques to transform unusual products, brands can stand out in a crowded market and capture the attention of their target audience.
Let’s take a closer look at some real-life examples of brands that have successfully transformed unusual products through innovative and relatable advertising.
Ambuja Cement
Cement is another product that doesn’t typically inspire excitement or consumer interest. To change this, Ambuja Cement used humour in their advertising to appeal to a wider audience. One of their most successful ads was the ‘Bhai Bhai TVC’, which used a catchy jingle and humorous visuals to showcase the strength and durability of Ambuja Cement. The ad struck an emotional chord with viewers by showcasing the bond between two brothers and how the strength of the cement reflects the strength of their relationship. The ad is relatable and humorous, and it effectively communicates the strength and reliability of Ambuja Cement’s products.
Michelin Tyres
MRF Tyres
MRF Tyres, India’s leading tyre manufacturer, has also successfully transformed their advertising with creative strategies. In one of their campaigns, they used the slogan “MRF ZLO: Where the rubber meets the road” to emphasize the superior grip and control of their tyres on the road. They also created a memorable TV commercial featuring a mom and son playing Zenga blocks without spoiling the tower of Zenga game. The ad effectively showcases the safety and reliability of MRF tyres, while also adding a touch of humor and relatability.
Captain Steel TMT Bars
Captain TMT bars are primarily used in construction and are not a product that most consumers are familiar with. To overcome this, Captain Steel used relatable storytelling in their advertising to create a memorable campaign. One of their most successful ads tells the story of a tenant, an elderly man who is worried about the safety of his house during a game played by tenants. The ad effectively communicates that a strong home needs a stronger foundation and highlights the importance of using high-quality construction materials, such as Captain Steel TMT bars. Through this ad, Captain Steel was able to establish their brand as a reliable and safe choice for construction and position themselves as a leader in the market. This is yet another example of how innovative and relatable advertising can transform even the most unusual products into something that consumers actively seek out and desire.
Havells Wires
Havells Wires used relatable storytelling in their advertising to create a memorable campaign. In one ad, daughter rows to deliver her father food in a tiffin box, highlighting the safety and reliability of their products. The emotional story connects with consumers and reinforces the product proposition of “flame-retardant wires.”
So, these brands have successfully transformed unusual products through innovative and relatable advertising. By using creative advertising strategies, they were able to turn these seemingly boring products into desirable items that consumers actively seek out.
CEAT Tyres
CEAT Tyres is a leading tyre manufacturer in India, but like most tyres, they’re not typically a product that consumers get excited about. However, CEAT has been successful in creating engaging and memorable advertising campaigns that make their products stand out.
One of their most notable campaigns is the “Idiot” campaign which highlights the dangers of rash driving.The campaign effectively communicates the message that no matter how foolish a driver may be, CEAT Tyres can keep them safe on the road. The relatable approach of the campaign made it a success and helped CEAT establish themselves as a brand that values safety.
Petrol
Petrol is a ubiquitous product that is used by millions of people every day, but it is not typically a product that consumers get excited about. However, companies that sell petrol have found innovative ways to market their products and create brand awareness among consumers. Here are some examples below
1- Bharat Petroleum’s ‘Pure for Sure’ campaign
Bharat Petroleum, one of India’s largest oil companies, launched a campaign called ‘Pure for Sure’ to create brand awareness and promote their fuel quality. The campaign featured a blue and white ‘Pure for Sure’ logo that was displayed prominently on all BP petrol pumps. The logo was designed to assure consumers that they were getting high-quality petrol that was free from impurities. The campaign was highly successful, and the ‘Pure for Sure’ logo became synonymous with BP’s commitment to quality.
2- Indian Oil’s ‘Pehle Indian Phir Oil’ campaign
“Indian Oil’s Pehle Indian Phir Oil” is a campaign slogan used by Indian Oil to promote its products. The slogan is aimed at promoting the use of Indian-made products and encourages consumers to support Indian brands. Through this campaign, Indian Oil highlights its commitment to the country and its people, and reinforces the idea that by choosing Indian-made products, consumers are supporting the growth and development of the nation. The slogan is simple yet effective in communicating the message of supporting Indian brands and products.
Diesel
Diesel, like petrol, is another ubiquitous product that is essential for many people’s daily lives, but it is not typically a product that consumers get excited about. As we all know, Diesel is often associated with heavy machinery, trucks, and other industrial applications. However, innovative and relatable advertising has helped diesel fuel brands to transform their products into desirable items that consumers actively seek out.
One example of a diesel brand that has successfully used innovative and relatable advertising is Essar. It’s a leading diesel brand, that has successfully used innovative and relatable advertising to transform their product into a desirable item that consumers actively seek out. With a commitment to transition towards a greener economy and invest in clean energy, their #KalKeLiye campaign highlights their optimism, hope and resolute attitude to bring about positive change for a cleaner, greener tomorrow.
So, these are some of the brands that have used innovative and relatable advertising strategies to transform their products.
Tips for creating innovative and relatable advertising for unusual products
If you’re tasked with creating advertising for an unusual product, there are a few key tips to keep in mind to help you create innovative and relatable content that resonates with your target audience:
- Know your audience: Understanding your target audience is key to creating advertising that speaks to them. Consider their interests, pain points, and what motivates them to purchase products. This will help you craft messaging and visuals that resonate with them.
- Identify the unique selling proposition: For unusual products, it’s important to identify what sets your product apart from the competition. Highlighting the unique selling proposition in your advertising can help differentiate your product and make it more desirable to consumers.
- Use storytelling: Storytelling is a powerful tool for creating advertising that is relatable and memorable. Consider using stories that resonate with your target audience and showcase the benefits of your product in a compelling way.
- Be creative: Unusual products require creative thinking to make them stand out in a crowded market. Consider using unconventional visuals or messaging to grab consumers’ attention and make them remember your brand.
- Focus on benefits: When promoting an unusual product, it’s important to focus on the benefits that the product provides. Highlight how your product can solve a problem or make consumers’ lives easier.
- Keep it simple: Sometimes, the simplest ads can be the most effective. Consider using a simple, straightforward message that clearly communicates the benefits of your product.
By keeping these tips in mind, you can create innovative and relatable advertising that transforms even the most unusual products into desirable items that consumers actively seek out.
Conclusion
So, the examples discussed in this blog post highlight the importance of innovative and relatable advertising in transforming unusual products into desirable items that consumers actively seek out. Michelin, Ambuja Cement, Captain Steel, Havells Wires, CEAT Tyres, and Indian Oil’s “Pehle Indian Phir Oil” campaigns all effectively used creative advertising strategies to establish their brands as reliable and safe choices for consumers. By appealing to emotions and using relatable storytelling, these brands were able to make their products stand out in a crowded market.
Overall, the key takeaway for marketers is to think outside the box and find unique ways to connect with consumers. By leveraging emotional connections and relatable experiences, marketers can transform even the most unusual products into something that consumers actively seek out and desire.
We encourage readers to try out the tips and strategies discussed in this blog post in their own marketing efforts. Experiment with different creative advertising strategies that can help transform your unusual products into desirable items that your target audience can relate to. Share your own experiences with transforming unusual products through advertising in the comments section below. Let’s continue the conversation and learn from each other’s experiences to improve our marketing efforts.
