I saw a short video uploaded by Virat Kohli on Twitter, few months back. It showed Anushka Sharma scolding a person in a car next to theirs for throwing garbage on road.
You can watch the video here.
The conversation goes like this:
Anushka: Why are you throwing garbage on the road?
The person in the car does not understand.
It is only when she repeats the same sentence thrice that the other person gets what she had to say.
Then again, she tells something to him which is almost a self-talk. The other person does not get it.
From marketing communication perspective, there is something to learn in this example. This conversation between two people in two moving cars is a typical marketing communication error. Most of our marketing communication interrupts the customer when he is least expecting it. We want to tell him something quickly. And, like most communication, it fails.
Why?
Just like Anushka’s right intention, our right marketing intentions don’t go right because we make some execution errors. We choose wrong language, medium or message. Or, our tone, volume, pace, pitch are incorrect. In this case, I think if Anushka spoke in Hindi, that fellow would have understood faster and better. But our Bollywood stars, for reasons best known to them, prefer to show off their English accent when the director is not on the scene. And the director’s absence exposes their fake persona because their limited vocabulary and poor linguistic skills are revealed.
And, when a brand focuses more on impressing rather than expressing, it fails.
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