Reference:
Mittal,
Arun (2013), “Spiritual Advertising: Conceptual Framework and Indian
Experience”, Marketing by Consciousness, Published by: Spiritual Management
Forum, Edited by Rohit Puri, ISBN – 978-81923275-5-6, Pp. 47-59.
Spiritual Advertising: Conceptual Framework and Indian
Experience
Dr. Arun Mittal
Assistant
Professor, Birla Institute of Technology, Noida Campus
Spiritual advertising conceptually means the
advertising with the spiritual meanings, spiritual content, spiritual messages
and spiritual appeal. Though, sometimes it is difficult to define spiritual
advertising as it is a broad concept. According to Waaijman,
‘the traditional meaning of spirituality is a process of re-formation.
The re-formation aims to recover the original shape of
man, the image of God’. To
accomplish this, the re-formation is oriented at a mold, which represents the
original shape: in Judaism the Torah, in Christianity Christ, in Buddhism
Buddha, in the Islam Muhammad.
Synder has explained spirituality in a wider
perspective. According to him spirituality can be sought not only through
traditional organized religions, but also through movements such as the
feminist theology and green politics. Spirituality is also now associated with
mental health, managing substance abuse, marital functioning, parenting, and
coping. It has been suggested that spirituality also leads to finding purpose
and meaning in life
Spirituality is basically identifying the soul as the
‘Karta’ (Doer) and accepting unconditionally it’s permanent connection with
god. The power to your soul is given by the almighty and then it works in a
physical human body. Spirituality is somewhere not forgetting this relationship
while doing you worldly tasks.
Advertising and Spirituality:
The above definition of spirituality is just to
understand the concept of spirituality and may not contain all the broad
components of spirituality to be used in the field of advertising. In academics,
there is endless research work on spirituality but when we connect it with
advertising we find the work very few and selective. However some of the
authors have really done a thorough work on spiritual advertising too. As per Marmor Patricia and Lee (2009)
spirituality in advertising framework has the following components:
The Action Component
|
The Big Picture
|
Letting go
|
More than instant Gratification
|
Constant examination of Life
|
Unity of all mankind
|
Integration with others
|
Long-term Journey
|
Ritualism
|
Self Actualization
|
Anything is Possible
|
Live in Present
|
Take Responsibility
|
Gratitude
|
Transformation
|
Suffering
|
Sharing
|
|
|
|
Some other components (by the author of this article)
|
Pride except on worldly possessions
|
Self Recognition
|
Egoless and Full of Wisdom
|
Positivity and Hope
|
Doing but Not Showing
|
Finding life even in Non-Living Beings
(Product/Brand Personification)
|
Self Recognition
|
Self Motivation
|
What is spiritual advertising?
Spiritual advertising basically showcases the product explaining
its spiritual needs rather than regular physical needs of human beings.
Spiritual advertisements try to explore the hidden spirit of a human being by
the way of awakening self motivation and by self recognition. The advertisements
with spiritual content focus more on the long term broader aspects showing
concern for the mankind and not on the instant fulfillment of individual needs.
Sometimes these advertisements try to teach lesson of life to the viewers and
tell them the real meaning of life in spiritual sense and not in the worldly
manner.
The present article explains some of those Indian
advertisements which come under the category of spirituality. Basically, these
advertisements will be discussed in the light of the above given framework.
Spirituality in advertising in Indian advertising is
not so direct as emotions and rationality. However if we analyze in depth we
find many examples of spiritual inputs in Indian advertisements. One of the
most important components is of spirituality is “Sharing”.
Example 1.1
The recent advertisement of Coca-Cola with the theme
If it means crazy to make others happy then Yes I am Crazy (Haan Haan Main
Crazy Hoon) showcases few people who make others happy with their activities
such as helping others. The campaign finally shows a person sharing coca-cola
with a hotel guard (in one ad) and with an old man playing role of Santa on
Christmas. One more advertisement of Coca-Cola, of the same campaign shows a
group of three persons in a small restaurant sharing Coca-Cola with the waiter
and making him happy.
This campaign caters something more than just ‘sharing’
component. The following spiritual aspects can be observed:
- making someone happy without a cause, greed or any
specific reason.
- Accepting craziness in a positive sense if one is
making other happy.
- Spreading happiness (a positive phenomenon)
- Cool and charming message which focuses and
advocates living in present and enjoying it.
Example 1.2
Coca-Cola’s musical advertisement ‘Ummeedon Wali
Dhoop” (the sunshine of hope) showcased something more positive in correspondence
of anything negative. The advertisement basically was having a song with the
title ‘Ummeedon Wali Dhoop’ where the theme was that there are less causes to
cry and more to laugh. The ad finally concluded with sharing coca cola and
giving the message to celebrate happiness in full not in part.
Example 1.2
focuses upon the ‘sharing’ (Sharing coca-cola to show friendship), ‘integration
with others’ (sharing coca-cola results in integration with others) and the
‘action’ component of spiritual advertising. However the advertisement also
contains positive attitude, optimism and hope.
When we help or take care of someone without showing,
telling or expressing, it becomes more valuable than an ordinary care. This
shows that we love that person, and it is a true love. This love is not
ordinary but special and not regular but spiritual.
The advertisement of ICICI prudential life insurance
shows the ‘doing but not showing’ component of spiritual advertising. This also
contains the ‘action component’ where spiritual people actually implement their
spiritual thoughts in to action.
Example 1.4
Hero’s
advertisement after its separation from Honda motors was again a spiritual
advertisement. The ad became very popular with the theme ‘Hum Me Hai Hero’ (we
have hero in ourselves). It was again a music dominated ad like the Coca-cola’s
catering a song with the main line ‘Hum Me Hai Hero’. This advertisement showed
general public rather than professional models doing the lip movements and
acting on the song. The ad in fact invited people to make their own video in
the same manner and send to the advertiser and they can also be included into
the advertisement. The song in the ad includes keywords like Ummed (Hope), Irada
(intention of doing something), people have eyes on us etc.
The advertisement discussed in example 1.4 is far away
from any sort of gratification, Greed of fulfillment of any regular course
need. It primarily shows the ‘Self Recognition’ and ‘Self Motivation’ components
of spiritual advertising. Further, it shows the positivity, hope and
responsibility aspects also, which all are somewhere or the other linked with
the spirituality in advertising.
Example 1.5
In one more advertisement (mainly telecasted in the
year 2013) Hero showcased the Hero bike as a family member. The advertisement
again was having a song with an important line Sagon se bhi Saga hai tu Apna
Pariwar hai…. (You are nearer than the near ones, like a family ) which
shows Hero bike as a person and Family member. The punch line of the
advertisement approves it – ‘Lage aisa family jaisa’ (Looks like a
family member). Apart from this the
whole song connects Hero bike with the family tries to make it a family member.
The advertisement discussion in Example
1.5 showcases ‘The Big Picture’ (Looking for something more than what we
can see instantly or in regular course of action) ‘Product Personification’
component of spiritual advertising. When some product is presented as a living
being, it is called product personification. When an advertisement shows that a
human being is making such a personal relationship with the product which is
not possible in the normal use of the product then it becomes a part of
spiritual advertising.
Example 1.6
In an advertisement titled ‘Lead India’ of Times of
India showed a small kid leading from the front with a problem where others
follow him to solve it. The ad starts showing a big tree stem lying on the road
blocking the traffic completely. Everyone including the policemen, passangers
of buses, autos etc. are sitting quiet and doing nothing. A minister has been
provided some other car on the other side of the tree. A small school boy sees
all this happening from the window of his school bus and walks down. The song
in this ad motivates with the lyrics ‘Falak Pakad Ke Utho, Hawa Pakad Ke
Chalo’ (Get up holding the sky and walk through holding air). Suddenly rain
starts and everybody hides himself/herself somewhere or the other. The little
boy never stops and starts pushing the tree, though it was impossible to move
it for him but he does not give up. Looking at him and appreciating his courage,
slowly other people also join him. All of them ultimately lift the tree and
throw it on the other side to make the traffic move.
The advertisement discussed in the Example 1.6 shows
mainly the ‘Anything is Possible’ aspect of spiritual advertising (A
little boy who knows that he cannot even move the tree still tries. The phrases
like holding the sky and air which is not possible, still it is there in this
advertisement.). Further it also includes some other components such as ‘Integration
of Others’, Positivity and Hope, Self Motivation etc.
Not only the emotional, patriotic or social
advertisements, but some regular ads which have a regular appeal may give us a
spiritual message; the advertisement given in Example 1.7 talks about
the same.
Example 1.7
In the ad of Birla Sunlife Insurance, Yuvraj Singh
playing cricket and motivating kids tells about life. The theme is ‘What is
going to happen tomorrow, no one knows’. He says even after suffering with
cancer I did not ask God ‘why me’? Because when I got the ‘man of the series’
award in ‘cricket world cup 2011’ then also I did not ask God ‘why me’? He
further explains about the life and importance of the life insurance when life
gives you a setback. The ad concludes
with the line ‘jab tak balla chal raha hai, that chal raha hai. Jab balla
nahin chalega to…. (Which means the time till a cricketer is performing, he
is enjoying, when he will stop performing then …. ), then of course the life
insurance will help.
The major components of spiritual advertising covered
in the ad of Birla Sunlife is ‘Constant Examination of Life’ and Long
Term journey’ (Planning and securing future with life insurance).
Example 1.8
In the advertisement of ACC cement an old man tells
his grandson about his village where in a garden of his friend there used to be
the sweetest mangos of the world. He
tells his grandson how to reach there. The actual scenes of village during the
visit of grandson are visualized and presented simultaneously when the old man
tells about the village. The old man tells that that the nearest railway
station for the village is very small (rather it is big in fact), only one bus
goes to the village (there are so many taxies available), bus only goes to the
bank of river then you will have to catch feri, a small boat (there is a
bridge over the river in fact), there is a very small school where we (the old
man) use to sit under a tree and study. (In fact there is a big school) then
ask anyone, where is the garden of Lala Khoobchand (Oldman’s Friend).
While showing all this, at many places ACC, the brand has also been
highlighted. The boy meets the Lala Khoobchand and gets mangos for his
grandfather. The grandfather says “Mangos are quite same, how is the village”.
The grandson who is also enjoying mangos only laughs. The old man asks “Why are
you laughing” (In fact he was laughing because whatever his grandfather told,
nothing was true now, ACC had transformed each and every place)
The advertisement discussed in the Example
1.8 shows the ‘Transformation’ and ‘Journey of Life’ components of
spiritual advertising. The ad is much more than just presenting a brand of
cement for construction purpose. It shows that how the constriction done can
transform the whole scenario.
The above advertisements in Indian context are just to
define spirituality in a practical manner. There are many other components of spiritual
advertising which have been used by the Indian advertisers from time to time. For
example one advertisement of Godrej No. 1 soap appreciates the nature
(appreciating nature is called ‘ritualism’ in spiritual advertising). An
advertisement of Slice by Katrina Kaif using term ‘Aamsutra’
(A term derived with the name of famous Indian scripture which tells the rules
of making love ‘Kamsutra’) shows the involvement of your soul while consuming
it. In an advertisement of CEAT tyres it is shown that a doctor clearly refuses
a minister, while the later offers him to make money by corruption. In a
similar ad of the same campaign a rich person refuses to marry her metric fail
daughter to a boy asking of dowry of 10 lacks. Both the advertisements
appreciate the characters of doctor and rich father who clearly refused
do something wrong, just for the instant gratification and spirituality is
something beyond instant gratification. Here we assume that all of a sudden the
decision taken by them at that point of time was not governed by their mind but
by their soul. The tyres advertised in
this campaign have a very tight grip on road and that tight grip tells “I know
where to stop”. Your mind sometimes may not make those calculations but your
soul can.
Conclusion:
Spiritual advertising is however a less worked topic
in the Indian context. This article tries to throw some light on some of the
important aspects of spirituality. A spiritual person do not devote time and
energy for the instant and individual gratification, regular course of life for
physical fulfillment, worldly tasks and possessions etc. rather a spiritual
person lives life do something big, think different and beyond the normal mental
thought process, accepts the realities of life and go ahead for the fulfillment
of soul rather than body.
We all know that advertisements always have a motive.
This motive is stressed more and more to sell the product in the ad copies.
Basically the need for being spiritual is also a motive of mankind but it is a
sub-conscious or unconscious motive. However this is also true that we try to
satisfy the spiritual needs also and then the spiritual advertisements help is
find a suitable product.
*******
