Gone are those days when car was considered to be a luxury,
with the changing time and technology, needs and wants of the customers have
also changed. Car is no longer considered to be a symbol of success, power,
luxury and status, these days it is more of a utility and a necessity. A family
is considered to be incomplete if they don’t own a car, and it is hard to find
a family these days who does not have a car to themselves. Now, many of you
must be thinking that all this does not make any sense, right? That most of the
Indian households can not even dream of owning a car, but we are concerned with
only our target audience i.e. upper middle class and rich segment of the
society which are often the target audience for the car companies.
Over the recent years, the car companies have become
actively involved in the advertising and promotion of their cars. When a car is
being advertised, there are a few features or specifications that can be shown,
like: mileage, interiors, price, exclusivity, design or features.
A same car model can not appeal to multiple markets, people
have their choice and taste according to their geographic location, culture and
tradition. So, advertising an Audi Q7 would be very different from advertising
a Tata Safari. Car advertising takes a lot into account.
Here are some of the car advertisements in print form and
TVC, we have tried to analyse and describe the ads in the best manner possible.
Premier Padmini:
Now this is an old ad of the Premier Padmini Deluxe. As you
can see that this ad is descriptive in nature, telling about the various
features which have been added in the car. In this ad, the legendary car is
compared with a beautiful princess named Padmini. The car’s features are called
beautiful so that it can be related to the beautiful princess. The ad has a
rational appeal and at the same time an emotional appeal to it.
Hindustan Ambassador
This too is an old ad of Hindustan Motor's all time famous car "Ambassador". Back in the days when a car was associated with power, money and status, ambassador was considered to be the favorite car of people belonging to rich families or politics. This ad is a promotional ad, which says on buying an ambassador, you get warranty for a period of one year on servicing. This ad can also be considered as a competitive ad as it claims to be unmatched on aspects like space, comfort, safety and sturdiness.
Maruti Omni
This Maruti Omni black and white print ad is highly
descriptive in nature as it describes the features of the car in full detail,
the print ad says that this car is most spacious car on the road, it is
designed for driving comfort, high performing engine etc which makes this print
ad vey factual. This ad surely has a totally rational appeal to it.
Hyundai Santro
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This is a print ad of Hyundai Santro, the company released
this ad after crossing the mark of 1 million sales for Santro. This ad has a News
Appeal to it, as through this ad, the company is telling the customers about
their achievement (1million sales). This
ad also has an emotional appeal to it, it says “first car, first choice” Santro
was the first car for many Indian families and this car was a huge success, the
company cashed on its success by appointing Shahrukh Khan as their brand
ambassador.
Tata Indica
This print ad of Tata Indica is highly descriptive in nature
and has a transformational appeal. This ad describes the new Tata Indica and
how it is different from the previous model. The company has transformed the
style, technology, comfort and experience which is described in this print ad
in detail. This is a very nice example of a rational ad.
Chevrolet Spark
This is a teaser ad of the new upcoming Chevrolet Spark, this
was one of the first ads from the new campaign, the main motive of this ad was
to show the newly transformed Chevrolet Spark. This ad has a “look and feel
appeal” to it. This is a nice, sophisticated ad which uses peripheral cue to
reach the customer.
Nissan Micra
The New Nissan Micra has an informational/rational appeal in
its print ad, which talks about the new added features to the car, thus is a
descriptive ad which gives information about the facts and figures associated
with the car. This also has a celebrity appeal, the car targets at the youth
and young segment of the society and Ranbir Kapoor is considered to be the icon
of Youngistan these days, so they have made good use of celebrity advertising
by choosing Ranbir Kapoor as the brand ambassador.
Renault Pulse
This print ad of Renault Pulse is a very nice example of promotional
advertisements, the print ad has an appeal of descriptiveness which makes it
highly informational and rational in nature. As you can see the ad talks about
the various features of the car like, price, engine, smart access kit, ABS with
EBD, quality control system, engine start stop with illuminated push button
etc. At the same time, the print ad has a promotional offer attached to it,
which is the “free insurance”.
FIAT Punto
Fiat Punto has used a beautiful pictorial ad to make the
customers aware about one of its distinctive features i.e. more room
(spacious). This ad is informational in nature but rather than using words to
describe this new feature, they have used a picture which shows that there is a
lot of room and space in this hatchback car. They could have used simple words
to describe this, but the way they have done this is surely impactful and
impressive, this has an emotional appeal to it and the company has chosen to
use the peripheral cue to reach the customer’s heart rather than mind, if Fiat
would have used just words, it would have registered in the customer’s mind,
but this image surely will touch the heart.
Ford Figo
This is what a teaser ad looks like, ford Figo released this
ad in order to make the potential customers aware about the new changed and
improved Ford Figo. This ad encourages the customer to book his car immediately.
This ad has an emotional as well as a descriptive appeal to it, as it is
unveiling a new and improvised ford figo and has described some of its features
and specifications like, imposing stance, vibrant and spacious interiors,
petrol and diesel engine etc.
Skoda Fabia
In spite of being a German brand, Skoda has successfully
understood the taste and preference of the Indian consumers. This ad has a
Indian touch and feel to it in which the car is depicted to be a king, and ‘dasis’
(female care takers) are showering flowers on it, and the same time, the symbol
of royalty, ‘elephant’ is also welcoming and saluting the car. The graphics and
colours used are magnificent and add a spectacular look to this ad. This is a
very nice blend of emotional appeal and informative appeal, the company has emotionally
informed the customers that Skoda Fabia is India’s 1st Super Hatch
car and it is meant for people who are really special. They have tried to touch
the emotional points of the customers.
Honda Brio
This is a promotional ad by Honda to promote its new Brio on the aspects of price, this ad has an appeal of emotions as well as information. This is suitable for both rational and emotional customers, the ad says that the car loves you back and can win hearts, this is an attempt to reach the emotional touch points of the consumer. The ad also gives information about the promotional price offer and some of the car's specifications and features, which is touching the rational touch points of the consumers.
Maruti Swift
This again is a very nice example of a teaser ad by Maruti for its new improvised and transformed Swift, this ad has an element of suspense and keeps the customer curious about how the new swift is going to look like. This ad is also informational as it indirectly tells the customer that the new Swift is going to be longer in terms of length. This is overall a nice attempt to keep the customers curious.
Honda Amaze
This colorful ad of Honda Amaze is again a perfect example of what you call an informative ad, this ad talks about all the features and specifications that the car offers, this ad is very suitable for rational customers who want to know what they are buying and what are the advantages of their purchase.
TATA Safari
Here in this print ad the company has used transformational
appeal and also adventurous rough and tough appeal. It’s also trying to target
the youth who are interested in adventure. The ad also says that it is the real
SUV among the other cars.
Volkswagen Vento
Under this print ad the company has used informational
appeal were all the features of the car is explained and showcased. The company
by using rational appeal its attracting targeted customers by providing all the
features of the car in the print ad. It’s a complete print ad with all the description.
Audi A4
Here the company uses a transformational appeal were it says the new Audi a4 it can also be a teaser ad for the new Audi a4. The company’s main target is upper middle class people. The ad is also showing a competitive appeal in it.
Mini Cooper
Here in this ad we can only see the logo of the car that is
mini cooper but still the ad says it all. It shows that a ride in the cooper is
like a roller coaster ride. The company has used various appeals like descriptive
competitive and reputational appeal. It also
talks about adventurous appeal and
targets on higher middle class youth who like adventure.
Toyota Prado
This ad is trying to portray that the car can be used for
multi utility purposes. The car can be drove any were around both on good and
bad roads. Being a rough and tough car it can also be used for jungle safari. The
company has used various appeals like adventurous appeal and competitive appeal.
Mitsubishi Lancer
Under this ad the company is putting forward the new lancer. From the ad we can see that it’s the perfect Indian car which can be used at all kinds of roads and at deserts. Not only SUVs even sedans can move on rough roads it’s a transformational appeal ad.
Volvo
Here in this ad the company is using informational appeal as
the print ad has all the details of the car. It has also used competitive appeal
as it says that it beats other luxury cars in the market.
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So, this was all about the print ads, now its time for you all to watch some classic Indian commercials which left a huge impact on the audience.
Here, we have analyzed a few TVCs, it will help you to understand why these commercials were made the way they are.
Chevrolet Optra
Chevrolet Optra
In this advertisement the company is targeting on an
occasion that is karva chauth and using an emotional appeal were the wife is
waiting for her husband and it shows when the husband arrives he comes with a
new car showing a new feature sunroof which can be also used in the moon light
as he opens the sunroof and asks the wife to see the moon. So in short the ad
is trying to touch upon the emotions of consumers and also displays the new
feature.
Chevolet
Under this advertisement the company is trying to portray
that it has been a part of the consumer’s life from past five years and the
company is celebrating its five years in the Indian market. It is also showing that it has always been a
part of consumer’s happiness from freedom, beginning, pride, family, love, color,
delight, etc. the ad has used an emotional appeal.
This advertisement is a launch ad was it is touching upon
the emotional and informational appeal of the car. Here in the ad a girl of the
family is eagerly waiting for the car to arrive home and when the car does she
is scared of other people around. The ad
is trying to show that now everyone can drive home a car.
Volkswagen Polo
Here the company is trying to show the new feature of the
car using a small kid and his mom and dad on Bluetooth.
The advertisement is using both emotional and
informational appeal.
Skoda Rapid
Here in this advertisement the company is putting forward
all its features by using big fat Indian wedding were all the preparation of
the wedding is done with the help of the car. Thus the ad is using informational
appeal and little of emotional appeal.
CONCLUSION
Everyday we see a lot of new advertisements coming up in the market with the aim to attract and influence customers. These advertisements have conquered each and every aspects of our routine life, but the question is, how many of these ads do we actually remember or retain even after a month we first saw/watch them? Not many, right? We remember only a few ads, which are different from others and which force us to register it in our minds and hearts. These were some of those ads which were unique and had something spectacular about them. It was an attempt to make all of you understand that how these ads were executed and what all different appeals and advertising strategies were used.
Thank you for reading this far, Have a nice time !
