Scholar-Journalist of the Week: What makes video ad campaigns trend?

A student with the Apeejay Institute of Mass Communication (AIMC), Krati Trivedi describes herself as “a splash of colours”. That is because she is very moody – sometimes as bright and cheerful as red and sometimes as dull and gloomy as gray. The 21-year girl started her writing journey some years ago when she was interning with a website, FreshTalk. “To me writing means broadening the horizons and getting to explore myself a little more,” she emphasises.  In addition to writing, Krati’s hobbies include reading, sketching, travelling to new places and connecting with people. In an interview, she shares why she picked this topic and more. 

Why did you choose to write on this topic: ‘What makes video ad campaigns trend’? Which video ad campaign is your favourite and why?

Ads that tell engaging stories generate more interest from the audience. And video ad campaigns are one of them. It connects really well with the audience while establishing a relationship with the viewers. Advertisements have a significant impact on consumers’ buying behaviour and their choices. Most importantly, video ads are remembered longer and inspire confidence in the brand. My favourite video ad campaign would be of the brand Mohey’s latest ad #DulhanWaliFeeling featuring Alia Bhatt where she describes a girl before and after marriage. The ad also focuses on an egalitarian society for boys and girls.

What interests you about the advertising/branding industry? 

I chose to pursue Advertising and Marketing Communication because I wanted  to have a deep understanding about the various brands that we use in daily lives. The best part about the advertising industry is that there are no boundations for exploration and no one is actually wrong. Creativity is subjective and you can always think out of the box and give your imagination a free space till the time you are able to execute it. So advertising demands a creative and crazy mindset.

Two ways you think marketers can implement to create effective video ad campaigns? 

I think the initial five seconds of an ad should be such that it can grab the attention of the target audience. This is one of the most important elements because individuals have the attention span of a goldfish. Second would be, use of catchy jingles or effective music which would stay with people, play on repeat in their heads while helping marketers to achieve top-of-the-mind awareness for a brand. 

So, any key elements that play a major role in garnering viewership for video ads?

According to me, storytelling and strong visuals are the two most important elements in garnering viewership for video ads.

Do you think video ads are the future of advertising? Three advantages to video advertising? 

 Yes, of course. The advantages of video advertising would be: 

• It further increases audience engagement 
• Easy communication about the product/services
• Loud and clear message to the audience  

What kind of books do you like to read? Who is your favourite author?

I like to read books on mental health and psychology because that gives me an insight of what others are dealing with and how someone can be an ally in such situations. My favorite author is Paulo Coelho.  

Any topic you are currently working on? 

I am currently working on a research project for which I am studying about the brand Sabyasachi – its growth as well as marketing strategy in India.

Any key learning you have adopted through writing?

 The key learning that I have adopted through writing is that you should always write what’s on your mind and never shy away from your thoughts because sometimes words express a lot more than gestures. 

Do you aspire to publish any book in the future? What are your career plans after completing your education from Apeejay?

I haven’t thought about it as of now but would love to take a chance. After completing my education from Apeejay, I want to pursue a career as an Account Planner in future because I want to create, plan and strategise for global brands.