Related Ads, Curated Ads

There is a very interesting trend in recent times in the advertising and marketing world – brand building through ‘related ads and curated ads’. Among the various types of ads that are trending today, there are:

• Non-celebrity ads
• Celebrity ads with brand ambassadors
• A surge in celebrity ads that are ‘related ads and curated ads’

These ‘related ads and curated ads’ have started appearing frequently and are increasing in effectiveness in the brand marketing world.

The emergence of ‘related ads and curated ads’ has been sudden. Earlier, such ads were rare. Today, they have almost become a pattern, and in fact, are the new norm.

To understand this growing trend better, let us analyze some specific examples from recent times.

I call this trend ‘Brand SiChJo’. In Hindi, ‘Sheecho’ means irrigate. Irrigation refers to watering land through unique methods to foster plant growth. Similarly, Brand SiChJo means brand irrigation – the process of watering a brand through unique means to foster brand growth.

Brand irrigation or ‘Brand SiChJo’, as I call it, is a very powerful technique in recent times to build new as well as existing brands. Irrespective of whether the brand is new or established, the ‘Brand SiChJo’ technique is able to rejuvenate the brand and connect it strongly with consumers.

This technique of ‘related ads and curated ads’ through brand ambassador relationships enhances customer-brand relationships. ‘Brand SiChJo’ actually helps irrigate the brand for powerful and robust brand growth.

The first element of Brand SiChJo is Si – ‘SiSTER ACT’.

Recent ads featuring the Kapoor sisters – Karisma Kapoor and Kareena Kapoor – have significantly contributed to the growth of many brands. Whether it be:

• A new brand or an existing brand
• An online brand or an offline brand

This SiSTER Act is creating waves. Not only do the two of them catch attention and enter the minds and hearts of consumers, but they also leave a smile on the face of viewers, creating a pleasant lingering feeling that is extremely beneficial to the brands they promote.

In the ad for Malabar Gold and Diamonds, the promise of ‘giving in to temptation’ is brought out extremely well between the two sisters. Both are undoubtedly among the most stylish and glamorous ladies in the industry.

• While picking up a gift for her Didi’s birthday, one sister gives in to temptation, choosing a necklace for herself instead of gifting it to her sister.
• When she meets her sister, she sheepishly apologizes for not bringing a gift and offers her love through a rose.
• The unsuspecting sister, who has been denied the gift, graciously accepts the situation and then admires the necklace worn by her younger sister.
• The younger sister, meanwhile, carries a mischievous smile, beautifully transitioning from innocence to apology to an impish grin, reinforcing the brand’s positioning of ‘giving in to temptation’.

The bond between the two sisters – Karisma and Kareena Kapoor – enhances the bond between the brand and the customer. This ‘related ad and curated ad’ cuts through the clutter, allowing the brand to establish itself in the consumer’s mind and heart.

Through the ‘Brand SiChJo’ process, the consumer enjoys the advertisement while unconsciously absorbing the brand’s message. Both Kapoor sisters have delivered a remarkable performance, making the ad memorable and impactful.

In another ad promoting NetMeds, the online pharma brand, the Kapoor sisters are in a yoga class, about to participate in the VishwasAsan, or the trust fall. This moment is used as a metaphor to highlight trustworthiness when buying medicines online.

• As the class begins the trust fall, students trust their partners to catch them.
• One sister trusts that the other will be there to catch her—but finds her missing and falls down.
• This scene cleverly conveys that not all things in life are trustworthy.
• The other sister then explains that when it comes to medicines, trust is essential.
• The brand message reinforces that NetMeds is trustworthy not only in terms of genuineness but also in ensuring valid expiry dates.

In both the Malabar Gold and Diamonds ad and the NetMeds ad, the Kapoor sisters have successfully showcased a strong bond—not just with the brand and its positioning, but also with each other. This further enhances the brand-consumer relationship.

These two ads exemplify a powerful and effective connection, reinforcing the Si of the ‘Brand SiChJo’ technique. A wonderful job done by the Kapoor sisters and everyone involved in crafting these ads—truly a great SiSTER Act!

Another interesting ‘related ad and curated ad’ making waves is for the brand Licious. Whether it be fish or meat, the duo of Anil Kapoor and Arjun Kapoor bring out the brand’s benefits—not just in terms of taste and speed of delivery, but also the convenience of preparation and enjoyment.

• The true ‘love of meat’ is showcased through the playful leg-pulling between the uncle and nephew.
• The ad references popular film dialogues, making it engaging and nostalgic.
• The dynamic between them enhances the brand’s ‘Love of Meat’ positioning, promising an enjoyable experience for consumers.

This ChACHA BHATIJA element in the ‘Brand SiChJo’ technique is as enjoyable to watch as cooking and eating the product itself. The fun and warmth in their relationship make the brand message more relatable, increasing noticeability and memorability.

As a result, viewers are left with a smile on their faces and are encouraged to try Licious through its online ordering and offline eating experience.

The third element of Brand SiChJo is Jo – ‘Jodi No.1’, meaning the top pair.

A recent ad featuring Virat Kohli and Anushka Sharma for the popular brand Lux exemplifies the Jodi No.1 concept. The pair performs to the classic song ‘Chand Sa Roshan Chehra’, highlighting the glow achieved through the new Lux with seven ingredients. This ad effectively conveys the brand’s promise of radiance and beauty.

Similarly, the Jodi of Saif Ali Khan and Kareena Kapoor showcases the glow provided by Lux, emphasizing that no other light is needed when they are together.

Other memorable Jodis in past advertisements include:

• Amitabh Bachchan & Jaya Bachchan for Kalyan Jewellers
• Shahrukh Khan & Gauri Khan for D’Decor
• Ranveer Singh & Deepika Padukone for Lloyd Air Conditioners

These ‘related ads and curated ads’ leverage the power of strong on-screen and off-screen partnerships to enhance brand positioning, making them memorable and highly effective.

Thus, we see that ‘Brand SiChJo’ is an effective technique that allows ‘related ads and curated ads’ to bring out real-life bonds and relationships, enhancing customer-brand relationships. By irrigating the brand with creativity, this approach ensures that brands grow strongly in the minds and hearts of consumers.

‘Brand SiChJo’ is a technique that has proven to be highly effective in recent times, and we can expect to see many more relationships being explored in future advertisements, just as they have been in the past. Ultimately, the most important factor is the relationship between the brand and the consumer—and any creative expression that strengthens this bond is always welcome!