As consumers spend more and more time working, they are spending less time living life. But many are now seeking to get out of the rat race, simply because there is no time to enjoy life.
Employees are constantly looking for a work life balance employers are seeking to facilitate it. The advertising fraternity too is heeding this important concern that is constantly playing through consumersâ€™ minds.
A very early advertisement for Revital was conceptualized on this very premise. The man comes home and is too tired to play with his son. The product would help achieve the balance. Dabur Ayurvedic medicine too said the same thing in a different way. The creative showed how, despite being young, the consumer has become hollow because of stress and canâ€™t climb stairs or even do the ordinary things expected of a younger generation. Or take Saffola, where one of the vignettes said â€˜I am still too youngâ€™.
The same is true especially in categories concerning health, like restorative tonics or preventive health care where you will find this notion of ill health impinging on the mind and urging the consumer to break away and do something.
This is clearly a trend. With prosperity most people start thinking about the work life divide. Earlier, many were struggling to make ends meet and achieve their aspirations. Now, the generation thinks differently. Even the advertisement for Blackberry showcases this point, where technology can help de-stress the individual. Car manufacturers too are enlarging on this concept â€“ for instance, the Dicor Safari ad with its tagline â€˜Reclaim your lifeâ€™.
Donâ€™t be caught in a cubicle. The outdoors is a counter point. Go build a home in the hills, most creative people urge you. As stress increases and material pressures increase, so does the guilt pangs of not having enough time for self and family or with family.
The same theme is under lined in Chevrolet Optraâ€™s creative, where a couple is shown driving for the sheer pleasure of driving. Even the tagline goes, â€˜If you have arrived in lifeâ€™, leave. The idea is to go and explore. There is much more to life than work.
Take for instance Greyâ€™s campaign for childcare India. They put life-like stickers of begging children on glass doors to call attention to rampant child begging. The campaignâ€™s headline, placed on a sticker near the doorâ€™s handle, simply said. Push him out of begging. Not out of your way. Similarly, in order to promote the 2004 global warming disaster movie, The Day After Tomorrow, to Indian audiences more likely to buy tickets for the latest Bollywood extravaganza, advertising firm Contract created a dramatic outdoor campaign for Fame Adlabs. They planted a billboard in the sea off Mumbaiâ€™s shoreline, so that it appeared half submerged. In addition, they placed what looked like the tip of the Empire State Building further out to sea. The idea was to mimic the image of Manhattan being overwhelmed by a giant wave in the movie.
Saffola got it bang on. The entire concept was created with this insight, that there comes a certain age when there is an awareness of mortality. Life is a zero sum game. The work life balance is clearly not just a recruitment plank. One might do a little more of one, but give up a little of the other.
The first sign of coping with this is to lie to oneself. â€œTomorrow I will go to the gym. Next Sunday I will not eat three pancakes in one sittingâ€. The Saffola ad is rooted in this concept and therein lies the message of the brand.