Neuroscience has concluded that human beings don’t think their way to logical solutions; instead they feel their way to reason. Therefore, emotions play a crucial role in our decision making process, even when it comes to making brand decisions. As a consequence, advertising campaigns that make people emotional have a higher chance of getting them to buy their products. In fact, a study conducted by the IPA databank concluded that campaigns with purely emotional content performed about twice as well as those with only rational content. “Indian audience is especially receptive to content with an emotional touch, as it helps create a special space for the brand in their hearts as well as minds,” says Jyoti Kyamsaria, Founder & CEO of BrandSwitch, a full service marketing organization.
Nandini Mukherjee, Managing Editor
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