Much more than an ad

Social advertising is a new way to tug at your heart and loosen your purse strings

There was a time when advertising was all about tom-tomming how great a brand was. Now, in many ads, the product and the brand are almost incidental to the message being communicated — and it’s a deliberate strategy, not an unfortunate oversight. There’s Tata Tea’s ‘Jaago Re’ campaign and Coca-Cola’s ‘Believe in a happier tomorrow’. Now, Procter & Gamble (P&G), Johnson & Johnson and Tupperware, too, are reaching out to their customers through their hearts, not purses.