Secret Santa’s open letter to brand managers, Marketing & Advertising News, ET BrandEquity
Dear Brand Manager,
You know me. I was there when you took part in the Secret Santa party at the office. You were exchanging gifts, indulging in festive treats and helping put up the tree. I saw you with your family. You were taking your children to Christmas parties and feeling the joy of friends and society. You even waved to me in the mall. I waved back, and your children laughed. You looked so happy.
But as you were out there soaking in the festive spirit, I was wondering, wouldn’t it be wonderful if you could also celebrate that feeling in the ads you do for your brand? Wish I could see you wholeheartedly create ads celebrating Christmas with its universal values.
This is not just a holiday sentiment. Allow me to remove my Santa cap and put on my marketing hat. By weaving stories around themes like family, friendship and generosity, you can build affinity and emotional equity for your brand and drive business growth.
The Diwali of December
Christmas provides a rich backdrop for storytelling, allowing advertisers like you to craft compelling narratives that capture the essence of the season.
Imagine this ad: An older man wakes up early in the morning and decides to dust off an old kettlebell to get in shape. He starts by barely being able to drag it around outside as the neighbours give him sceptical looks. But soon, he’s walking every day in a tracksuit and lifting the heavy kettlebell, while looking at an unseen photo for inspiration.
After a few days, we see him dressing up to go out. He takes a carefully wrapped Christmas gift and we see him go to his daughter’s home. He hands the present to his smiling granddaughter, who unwraps it to see it’s a beautiful star for their Christmas tree.
That’s when you realise why the grandfather has been working out. Because he wants to lift up his granddaughter so that she can place the star on the top of the tree. A line appears at the end of the ad: “So that you can take care of what really matters in life.”
Did you feel it? The emotion is personal and universal. It is about love, family and togetherness. Simple values that festivals like Diwali and Christmas remind us of.
The only thing is that this story, this ad has already been done by pharmacy brand DocMorris in Germany. But the important point is that Christmas, like Diwali, offers a unique canvas for creative storytelling. It attracts more people to your brand.
The science of giving
Research in behavioural science offers valuable insights into people’s propensity to buy things during the last days of the year. As the year draws to a close, people experience a heightened sense of time scarcity, leading to increased impulsivity and willingness to buy.
The holiday season is a time for social bonding and gift-giving. People are more likely to buy for others, driven by social norms and the desire to show appreciation. Year-end celebrations and festivities create a positive emotional state. This is the secret. Behavioural science is telling us that.
A holiday card for India
Christmas is the best time for your brand to create a holiday card for India. A time for gratitude, a time for renewal of values. A simple message that touches us all.
Imagine your brand highlighting the joy of family reunions during the holiday season or showcasing the delight of sharing a festive meal together. Or talking about spending more time with children. The payoff is substantial. Your Christmas ads will unlock economic opportunities, tapping into festive consumer spending.
Dear Brand Manager, you know all of this already. So, listen to yourself as you dance at your Christmas party. Your brand, by creating Christmas ads, will not only drive business growth, but also bring society closer. Brand and society, love and faith, purpose and performance. That’s the Christmas dance we are talking about.
“Christmas trees and holly
make everyone so jolly,
And love just fills the air,
It’s a wonderful world
for a boy and a girl,
While dancing the Christmas polka,
Let’s dance, let’s dance, let’s dance!”
(The author is chairman at BBDO India. Views expressed are personal.)
link
