Here’s how 3 Brands created an Emotional connect


By Somali K Chakrabarti

A brand is an emotion your customers have associated with your company.

Emotions, it is said are more psychological than logical.

In the fiercely competitive market, where consumers are spoilt for choices owing to the presence of a number of companies that sell similar products, it is only natural that all brands vie for attention.

Yet, amongst the several brands that scream out loud to make their presence felt, there are still a few brands that quietly sneak in into your lives and intertwine with your good memories.

Here’s how 3 brands, instead of imposing their products upon people, chose to form their marketing strategy around the people to create an emotional connect.


1. Creating good memories

TATA AIGFestival times are generally associated with fond memories. These are also the times when many companies expend a chunk of their marketing spend.

Most of the big Navaratri, Durga Puja celebrations are usually sponsored by companies, ranging from jewellery, to real estate, to insurance policies, and a host of others which capitalize on the marketing opportunity for exposure before the huge number of people who join the festivities.

During my visit to one of the Durga pooja celebrations at Andheri, what caught my interest was the different approach of Tata AIG.

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