Last weekend, a general curiosity crossed my mind that how do the Commercial Ad agencies conceptualize the script of a product/service for advertisement. What is their thought process? I started paying attention to every TV Commercial I saw that day. I realized that there was a pattern.
For a product, there is a User and a Buyer. In very simple terms, a User is somebody who uses a product, and a buyer is somebody who is more likely to pay for it. The TV Commercial Ads are conceptualized to target the buyers instead of the users.
You must be thinking that a user and a buyer for the product are always the same people. For some products, YES. But, there are many products where a user and a buyer are two different people.
Confused?? Let me help.
Let’s talk about FirstCry. Who do you think, the user and buyer is, according to the above definition?
For those who don’t know what FirstCry is — India’s Largest Online Store for newborn, baby & kids products.
Every product they have in their store is for the kids thus making kids their users. But, the buyers of FirstCry products are not kids but their parents.
Parents(the buyer) resonates very well with the commercial when it says -
“Bacchon ki shopping, Bacchon ka Khel nhi h”
aka. Shopping for a child is not a child’s play. They provide so much value to the parents(buyer) in a subtle way that by the end of the advertisement, the buyer is convinced already.
The complete ad revolves around — Buy for your kids.
Similar case study products/services are — Life Insurances, Online Education, etc.
Let’s now talk about Myntra, an Indian fashion e-commerce company, a perfect example where the user and buyer is the same person.
People(buyer) resonates very well with the commercial when it tells that it has all the Big Brands, the latest fashion trends for every occasion, and hassle-free returns. They target the concerns of the buyers who are the users themselves. By the time the advertisement ends, a buyer is already convinced to buy stuff or at least try it out.
The complete ad revolves around — Buy for yourself.
Similar case study products/services are — Cosmetics, Food Delivery apps, etc.
Let’s now talk about Boomer, a chewing gum brand.
Boomer realizes very well that Kids(users) are buyers in this case. The parents will see no good in buying chewing gum for their kids. Also, kids can very well afford to buy it themselves.
Hence, the ads are made so fascinating for the kids that they just want to buy one for themselves.
I believe, the pattern is that the advertisements are conceptualized in such a way, that, they present a story where the Buyer is the main character, the User is the secondary character(s), and the value of the product becomes the storyline. With the story, they don’t intend to convince the users, but the buyers.
I would be glad to take your thoughts on the same.