This Eiwan video barely feels like an ad at all.
EiwanTeri zameen, hai tera aasmaan, chal dhoond lay tu apna aashiyan.
Watch a father & son reignite their bond, on their journey to find a new home.
#Eiwan #BuildingBondsAndBeyond #ChalDhoondLay
Posted by Eiwan Developments on Friday, March 30, 2018
The Eiwan brand hit a home run with this advertisement, not because it went viral (2.9Million views), but because it was a groundbreaking approach that hundreds of ordinary people have feelings for; a need for a place to call home.
Stirring up feelings of belongingness; to family, to roots and in turn to the silk route, it taps right into our emotions. And by doing it well, it manages to build a bond.
I’ve always been a little leery of proclaiming anything “the best.” I never declared anyone my best friend as a kid because I was afraid my other friends might assume I thought less of them. But, if something hits the right notes with my emotions, makes me want to hug my father or my family, I can’t help melting. Moreover, there is a feeling of trust embedded here, and being a mother myself I am all for investing in a secure future.
One key component to successful emotional advertising is to find and capitalize on the core value of the brand, but to create great content—they have to tap into a universal truth. That’s the only way to make sure a gut reaction doesn’t turn into a stomach ache. So, if an ad manages to put a smile on your face and touch the deepest part of your heart, it scores!
It takes less than three seconds to have a gut reaction. According to Dan Hill, author of Emotionomics: Leveraging Emotions for Business Success, “Emotions process sensory input in only one-fifth the time our conscious, cognitive brain takes to assimilate that same input.” Emotions, rather than cognitive thinking, have a deeper, more intense impact on our actions; create lasting, instinctual impressions; and actually incline us to follow the same course of action in the future. This ad does exactly that…