{"id":532,"date":"2021-04-19T14:18:49","date_gmt":"2021-04-19T08:48:49","guid":{"rendered":"https:\/\/www.marshmallow.in\/blog\/?p=532"},"modified":"2021-04-19T15:50:07","modified_gmt":"2021-04-19T10:20:07","slug":"hope-skip-jump","status":"publish","type":"post","link":"https:\/\/www.marshmallow.in\/blog\/hope-skip-jump\/","title":{"rendered":"Hope, Skip, & Jump"},"content":{"rendered":"
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Optimism is the secret sauce of communication, or is it?<\/strong><\/p>\n

Q. Know what\u2019s common between acche din, just do it, all is well, apna time aayega, and dudho-nahao-puto-phalo? <\/em><\/p>\n

A. Hope!<\/p>\n

Different worlds they may belong to, what binds all of these iconic lines is the fact that they all centre around the idea of letting loose a whiff of \u2018hope\u2019 in the air.<\/p>\n

Remember the maha-successful ‘Ache din aane waale hain’ campaign of the BJP party that contributed big in the party\u2019s clean sweep in 2014 national elections? The campaign served one purpose – to give to the voters a ray of hope \u2018to transform India\u2019. \u201cThe entire thinking was based on research that BJP had done on how people were looking forward to better days.\u201d said Piyush Pandey*, Executive Chairman, India & Chief Creative Officer- Worldwide, O&M. Much like Barack Obama’s 2008 presidential campaign \u201cHope & Change\u201d that helped him win the presidency with nearly 53% of the popular vote.<\/p>\n

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Politics aside, there\u2019s another cult institution that feeds into the power of hope – religion. When our godmen ask us to keep \u2018Shraddha & Saburi\u2019, when they give us a consolation in \u201cbhagwaan jo karta hai, acche ke liye karta hai\u201d, when they shower us with fancy phrases be it Tathastu, Amen or Ameen — they are actually motivating the devotees to look up to the future, no matter how harsh one\u2019s current situation is.<\/p>\n

Pravachans are nothing but pep talks on hope. Prasadams are nothing but sugar-laden happy pills. The philosophy of karma is noth but a white paper on being hopeful of getting what you deserve. Prayers, across religions, are a rallying cry for a better future.<\/strong><\/p>\n

The message is clear. Hold on to hope. Nice & tight. And you\u2019ll make it, alright.<\/p>\n

Much like politics and religions, the world of advertising is no different. Whatever the product, whatever the brand, ad gurus have always known that \u2018hope\u2019 is the single most selling proposition.<\/p>\n

Products are designed. Strategies are chalked out. Campaigns are run. To spark hope. \u201cHumari cream istamal karoge toj apki twacha hi nahi, but future bhi nikhar jaayega\u201d,<\/em> \u201cWatch out for our watches, they\u2019ll let the world know that your time has arrived\u201d, \u201cChaar bottle of our beverages can bring in happiness into your life\u201d.<\/em><\/p>\n

Most happening ideas hover around hope. Generic as hell it maybe, but hope sells like hot cakes.<\/strong>
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The use of hope vs fear in Health Advertisements is common place as well. Closer home when the pandemic struck
\nthe whole of humanity, all of us latched onto hope. \u201cWhen covid is over \u2026 \u201d not just remained a conversation starter for many, but became a full-blown meme fest. We feared, we stayed home, we turned to nostalgia, we laughed and we chased silver linings in pursuit of a happy ending.<\/p>\n

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