More than 5 years after its release, Mentos “Classroom” commercial (‘Dimaag ki Batti Jala de’) stays fresh in our minds. Scores of classrooms would have role-played the scene too. What hits here is the humor. Had it not been for its wit, the ad would have been just another forgotten piece. How does humor reshape brand communication is an interesting topic of study for management students (Online MBA, Online BBA, distance MBA and distance BBA)

Humour Matters

Humour is a powerful tool, much more than a tactic to elicit laughter. According to Mark Twain, the celebrated Humourist, “The human race has one really effective tool, and that is laughter.” For humans, Humour relieves
anxieties, and for brands it generates interest.

A study reveals that 90% of the audience surveyed Favored fun added promos. Such promos lighten up the mood rather than push customers for a purchase. Such customers always look for novelty.

How does Humour matter in branding?

• Humour sets off a welcome respite to habitual product ads
• Creates positive association with the brand
• Extends shelf life of promo ads
• Ensures an emotional connect.
• Drives better brand engagement

Go Emotional

Humour pays because of its emotional appeal. Emotional appeal leaves a lasting impression. Brands have been using elements of humour since a long time. Some cases in the memory are:

• Fevicol (Sofa 60 Years)
• Ambuja Cements (Yeh Diwaar tut ti kyun nahin!),
• Vodafone (Zoozoos).

Funny ads have gained significant traction so much so that industries like insurance which were hitherto alien to humour are also jumping onto its bandwagon (e.g. PNB MetLife – Kal Ka Kya Barosa commercial)

Get The Strategy Right

How Humour Can Be Effectively Used in Advertisements?

Humour is a more natural fit for some industries. But that doesn’t mean others should stay away. What matters here is whether it conveys the message right to the audience. Here are a few points to reflect on:

• Tailor to the Target – Check for relatability and engagement.
• Match the Identity – the Right humour complements the brand’s tone.
• Keep It Crisp – Crisp message sticks with the audience.
• Go Situational – E.g. festival season.
• Feedback matters. – Run trials to gauge audience reaction before launching on a large scale.

Points of Caution

Integrating humour in promos is a challenging task. Primarily, laughter should underscore and not overshadow the brand. It should not be incongruous with the brand’s ethos (e.g. laughter does not go well with healthcare products))

Here are a few more tips:

• Avoid controversy (e.g. religious overtones)
• Make it inclusive (e.g. gender bias)
• Shun Sarcasm

Wrapping Up

In the present scenario, where brands struggle to make their mark in a saturated landscape, It’s not just about being heard; but also about being remembered. Embracing humour is a striking way to captivate the audience and sustain them. A good laugh connects, unites and conveys your message.