TRADITIONAL MARKETING

TRADITIONAL MARKETING is just that- TRADITIONAL, time tested, dependable, predictable, large reaching (especially in the diverse subcontinent) and impactful Be it print, TV, radio, poster, Billboard, flyer or even the oft irritating telemarketing. But how relevant are they now?  Lets dive in….

Fevicol’s most successful campaign, “Fevicol Ka Jod” was telecast through a TV ad “Dahi Handi”  with the whole human pyramid not falling down owing to the Fevicol bond, and “bus passengers” not falling off the  overly crowded bus thanks to .. guess who? 

Be it “Fevicol Se” song from Dabangg or wall painting or the carpenter characters in ad, they  targeted and reached, tier 2 and tier 3  rural consumers. The means, was of course, the traditional sponsorship of local events and fairs or bold visuals with witty slogans in print and billboards shouting out through striking imagery and minimal text. 

Another one is Amul’s  “Utterly Butterly Delicious” Amul mascot who is contemporary, humorous and still represented the incredible Indian household and mindset, reaching almost every household through  TV or radio ad. Be it the  newspaper which published full page comment on the latest cricket win or the big billboard shouting out slogans in Hinglish!

Asian Paints’s “Har Ghar Kuch Kehta Hai” touched the emotional chords that every Indian has to their home. The Indian’s inherent deep familial roots, were focused upon. The ad kindled those very profound emotions. This empathy was shared through TV commercials showcasing sentimental moments. Billboards showcasing vibrant hues with newspaper ads reaching the smaller cities and towns strenthening the dealer penetration as well. 

Key take aways in all the cases are 

Traditional marketing channels like TV, Print, Outdoor still remains effective if done creatively, consistently and is culturally relatable.

Larger audience are reached through mediums like newspapers, TV, Radio and Posters. They boast of higher influence due to deeper penetration and built up familiarity and trust

Brand recall is enhanced by humorous story telling in relatable or familiar settings like chicken hatching its egg but the egg not cracking due to Fevicol branded plank or Amul Mascot’s witty comments  AND emotional connect like Asian Paints capturing the festive celebrations and other such nostalgic memories.

Market Dominance can be achieved through topically relevant ads which can integrate culturally and are streamed consistently through traditional marketing as well as is well proven by the above three cases .

PIC CURTSEY https://www.dewintermarketingpr.com/knowledge-center/traditional-marketing-strategies-overview/ https://onlykutts.com/index.php/2021/07/04/amul-butter-utterly-butterly-delicious/ https://www.rprealtyplus.com/allied/comeback-of-asian-paints-classic-ad-har-ghar-kuch-kehta-hai-116899.html