That 'Feel good' factor

I guess this year's been bringing me across a lot of 'feel good' stuff... starting with the 'feel good' factor in Slumdog Millionaire. 

More recently, the branding/advertising strategy of Coca Cola & Pepsi Co India! After the stupid and senseless advertising of Coke thought the Mowgli type ad durig diwali, the ads in this season have come as a welcome change. Look more closely and a  bit deeper into the current ads, especially that of Coke's and Limca's. They aren't appealing to any functional trait like lime or fizz, or personality trait like machoism or loverboy effects. It directly aimed at targetting the emotional aspect. The Limca ad in particular, keep watching it and you don't feel like changing the channel (inspite of how long it is 2.00 mins!!!). It subtly adds in some functional aspects, through the water splashes and the fresh looks. The Coke ad on the other hand strikes a note on 'happiness' through friendship. On comparing both the ads, i guess my brand recall of the Limca ad is bound to stay longer than the Coke one simply because somewhere in the ad, i guess the makers missed putting more focus on the Coke brand. In the case of Limca, theres just the optimum amount of portrayal of Limca in the song as well as on scree, to keep help in brand recall. I hope more ads are created on these lines rather than ads based on cricket and filmstars. But i think there is a long way to go given the not yet fully developed 'grasp' of the Indian audience. Emotional & Intellectual advertising is a gamble to play with in developing/under developed market.

A proper analysis of the Branding can me found here. I agree with AsMi's statement that the target audience from the portrayal seems to be the urban lot!