Emotions Stick

Amul, an East Indian Company that manufactures a variety of dairy products, recently created a commercial to promote their spreadable butter.

Now, butter isn't a very thrilling product, but I'm dairy intolerant so who the hell am I to comment? Come on though, we have all seen butter and margarine commercials and they really don't resonate - unless butter rocks your world, and that's fine too, we all have our kinks and fetishes. But what Amul was able to do went far beyond what others have done in that industry, they created an emotional connection through story telling. 

Check it out:

The story that most parents live and breathe every day was created in this commercial. Alarm goes off, wake up child, make breakfast, brush teeth, get dresses and out the door to school they go. But even I reared up with pride when the ending came with the little boy doing it all on his own. 

Emotions are powerful, they are the way we shape our memories and how we perceive the world around us. It's the way we all communicate universally - words don't speak as loud as actions, and emotions speak louder than all forms of communication. Why? Because that is how we connect. 

Amul did what few organizations have effectively replicated - emotional targeting and story telling. I'm starting to see a trend. 

Thanks Amul! Way to stick.