Have you watched “Tamasha“? If you have, you must have walked out confidently with a will to do something different from others. This is the exact thought that was running in my mind. But there is more to it…
Imtiaz Ali, through the movie, also gives away some secret learnings for all social media freaks that you can read here.
Storytelling is the new thing!
Ranbir Kapoor, in the movie, is addicted to listening stories from an old man during his childhood. After being fed up of his life, he narrates his life to his father in the form of a story. This is when his father realizes his mistake of forcing his son to engineering.
Similarly, storytelling is the future of Digital Marketing, also known as Content Marketing. All of us have grown up hearing tales of kings and queens, of jungles, superheroes and more. The epics, Mahabharata and Ramayana, are also a form of stories penned down by our sages and saints.
Brands are starting to realize that a story makes a stronger impact and it lasts much longer than marketing just the benefits of the product. The products have now started taking a backstage.
Taking the example of Lifebuoy that came up with Gondappa’s story to promote the campaign “Help a child reach 5“. Through this campaign, Lifebuoy tried to raise awareness on personal hygiene and handwashing in order to save children from infections. Launched exclusively for its facebook fans, the 3-minute ad has crossed over 19 million views till date.
Repetition is boring
Just like Ranbir Kapoor, haven’t we all compromised with our routine lives too? Don’t you sometimes want to put aside your monotony and do something new atleast for a day? Something like a trip to Corsica, like how it showed in the movie?
This is exactly what even your customers are looking for. A change- a change in how you place your product in their mind through visual ads. Do not let your posts on social media sites get reptitive and boring. Your customers might stop taking interest. New unique and engaging posts can do wonders for your brand recognition.
The social media campaign of the hit Gujarati movie ‘Kevi Rite Jaish’ handled by Tej SolPro justified this. They chose the path to connect directly with the Gujarat audience by posting content which they could relate to. Not only this, they also shared posts that intrigued engagement and created humor and also updates from the making of the movie. Such variety kept their target audience engaged all the time and their marketing became a great hit.
Never let the world kill the creativity in you
In the movie, Ranbir left his interest in storytelling behind to pursue engineering because of parental pressure. Was he happy becoming the product manager? Certainly not. Somewhere, somehow, he never let the creative storyteller inside him die.
Brands need to understand this. Everyone is running in the rat race being scared of other winning the competition. Give a moment and think what different can you give to your customers that they can relate to. Remember the ‘AurDikhao’ campaign? Amazon took a leap over other ecommerce marketplaces with this campaign. A simple yet commendable idea!
Be bold enough to take that first step
As we all know, the hardest thing is to develop that courage in oneself to do something entirely different from the crowd and also get it accepted. The same was the case with Ved aka Ranbir Kapoor who found it very difficult to fight for his interest of storytelling. He adopted a new way, a way to depict his life in the form a story which his parents could understand and relate to. He tried a different way and earned a pat on his back from his father.
Don’t fear to try anything new! Be brave to take the first step and stand out of the crowd. The social media partners of “Prem Ratan Dhan Payo” did this. Had anyone ever thought that a movie could be promoted on social media through mediums other than Facebook, Twitter and YouTube?
“Prem Ratan Dhan Payo” did it with Dubsmash. An amazing way to set a trend for others to follow!
To summarize, Tamasha tells you to think out of the box in whatever you do. Don’t chase the crowd but instead shout out your story and make a difference.
Do you have a story to tell us? Do you know someone who has achieved their dream by refusing to follow the norms? We’d like to know.