Episodic Campaigns Redefining Storytelling in Advertising: A Narrative Evolution
Brands are adopting a novel narrative strategy in advertising, captivating viewers with engaging storylines and effectively establishing brand recognition
Sumit Rawat
In a departure from traditional standalone ads, some brands are embracing episodic-style campaigns that center on storytelling and narrative sequences. These brief 15-20 second ads are grouped into sets of 3-5 films, creating or continuing a narrative surrounding a central character. The brand's message is seamlessly woven into the storyline for a genuine feel. Notable examples of such campaigns have recently emerged.
Experts share their perspectives on this trend. Amit Wadhwa, CEO at Dentsu Creative, mentions the long-standing use of such techniques, citing the Murthy ads by Voltas as an example. Azazul Haque, CCO at Media.Monks, traces the origins of this approach to the IPL, where the captive cricket-loving audience provided a unique opportunity for recurring ads that engage viewers and enhance brand recall. Mithila Saraf, Founding Partner and CEO at Famous Innovations, emphasizes the high recall value and the engagement with the protagonist throughout the story, particularly during high-frequency events like the World Cup.
Rajesh Ramaswamy, Co-Founder of The Script Room, likens this approach to a mini web series, offering a residual effect and multiple layers to engage the audience consistently. However, he also highlights that people tend to dislike repeated ads, making episodic campaigns an effective approach to maintain viewer interest.
Challenges accompany this approach, including the need to balance authenticity, brand messaging, and plot development within a limited ad duration. Manini Contractor, Strategy Director at Excellent Publicity, emphasizes the challenge of inciting intrigue within a 30-second ad while keeping viewers eagerly awaiting the next installment. Timing between episodes is crucial for campaign success, ensuring a strong connection with the brand and high brand recall.
Pallavi Chakravarti, Founder and CCO at Fundamental, notes the importance of central characters in episodic campaigns. Successful campaigns rely on these characters clicking with the audience, while characters may become synonymous with the brands they represent. Episodic storytelling offers higher affinity, awareness, and potential consideration or preference if viewers invest in these characters.
