Dream 11, India’s favorite and very own fantasy app came up with a new ad campaign called “Yeh Sabka Dream” for the T20 World Cup. The campaign embodies the immense support of the entire nation for Team India, reflecting the shared hope and desire for a victorious finish in the 2024 ICC Men’s T20 World Cup. The ad aims to target all audiences with a holistic approach.
Emotional Branding
This campaign will help Dream 11 touch upon the emotions of the audience across all age groups as the ad highlights unity and the dream of lifting the T20 World Cup led by ‘Mummyji’, highlighting the mother's unique nurturing qualities uplift and elevate her children, much like the support and dedication seen within the Indian Cricket Team. The ad also features A list Team India cricketers like Rohit Sharma, Hardik Pandya, Jasprit Bumrah, Ravindra Jadeja, Rinku Singh, Tilak Varma, Yashaswi Jaiswal, and Washington Sundar. The campaign kicked off on 30th May 2024 and was released on Dream11’s YouTube channel.
Vikrant Mudaliar, Chief Marketing Officer at Dream Sports highlighted the tone and jist of the campaign in his statement, “After an intense IPL season marked by team rivalries, the country now unites behind Team India for the World Cup. Our campaigns have consistently endeavored to adopt a lighthearted approach, rooted in the love for sports which resonates with our users. ‘Yeh Sabka Dream Hai’ follows a similar treatment but has a flavor of its own”.
Here are a few advantages of Emotional Branding:
Increased Customer Loyalty: Emotional branding creates a deep emotional connection with customers, leading to stronger loyalty.
Differentiation: It helps brands stand out in a cluttered market by creating a unique identity and emotional appeal that peers may lack.
Higher Customer Engagement: Customers once emotionally involved are more likely to interact with the brand, share content, and become brand ambassadors on their own.
Enhanced Brand Recall: Emotional connections make a brand more memorable, helping customers recall the brand more easily when making purchasing decisions.
Effective Communication: Emotional branding often leads to more effective marketing campaigns, as messages that resonate emotionally tend to be more persuasive and impactful.
In conclusion, the reason brands engage in emotional branding is to build deeper connections with their customers and establish long-term relations with customers. By appealing to emotions, brands differentiate themselves creating memorable and impactful consumer experiences.
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