Arjun Parekh Integrated Marketing Communication 15020841070

11 Rasas (appeals) in Indian Mythology (Ad Appeals in Media)

1) Śṛngāram (शङृ्गारं) Ras (Love, Attractiveness)

Advertisement Name: Divyam by Tanishq

Link: https://www.youtube.com/watch?v=mcpgGmo8_4o

Description: The ad displays attractive decorations in the home during Diwali while

the protagonist lovingly depicts the Diwali rituals at home. In the climax, love of

family is depicted associating Tanishq with Diwali Gifting and rituals.

2) Hāsyam (हास्यं) Ras: (Laughter, Mirth, Comedy)

Advertisement Name: 'No Mugging' Topscorer.com TVC

And Giant strength for the Giant Feat. The Great Khali

Link: https://www.youtube.com/watch?v=FSeg2tUbvio

And https://www.youtube.com/watch?v=Y7xGmdsTSLQ

Description: The son mugs up essays for extempore competition as his parents ask

him to do so. He messes up during extempore and delivers a mix of three essays he

had mugged up e.g. ‘my father is a domestic animal and he gives us milk which makes

us all very strong’. The advertisement has humour in it with the message -‘Stop

Mugging, Enjoy Learning!’

And

In the next ad, the Ambuja Cement ad, the compressive strength of the ad is show by

displaying the inconvenience of the great Khali in his day to day life as he would

inadvertently break all the walls because of his strength. But after Ambuja cement he

found peace as the newly built house (with ambuja cement) won’t break even if Khali

wishes to.

3) Raudram (रौदं्र) Ras (Fury)

Advertisement Name: Radhika Apte: Ad That Highlights Workplace Discrimination

Against Pregnant Women

Link: https://www.youtube.com/watch?v=4l_-M93beYk

Description: The TVC highlights the discrimination faced by pregnant women at

workplace. It makes the viewers a little angry due to the unjust behaviour towards

pregnant women. However, at the end of the ad the protagonist makes a heroic move

which makes the viewer feel good. But the TVC can be put under Raudram ras as the

initial part of the ad, specially the line ‘It almost hides your bump’ incites the feelings

of anger and then wins over the viewer’s emotions.

Arjun Parekh Integrated Marketing Communication 15020841070

4) Kāruṇyam (कारुण्यं) Ras (Compassion, Tragedy)

Advertisement Name: Anti-Terrorism Campaign TVC – (TOLET)

Link: https://www.youtube.com/watch?v=nptzcnEwZhI

Description: The advertise shows how tragically the daughter of a lonely father gets

trapped (and arrested) due to her relations with the terrorists disguised as common

people, who were given refuge by the father himself without any document

verification or background check. One would feel compassionate towards the tragedy

of the lonely father

5) Bībhatsam (बीभत्सं) (Disgust, Aversion)

Advertisement Name: #27 Anti Cigarette Smoking Cancer Commercial Ad Spot,

Stop tobacco, it kills!

Link: https://www.youtube.com/watch?v=Bxs4Pwn6f9c

Description: The ad shows graphics which are disturbing to see. The cigarette in the

ad develops damaged lungs which are quite disgusting to see visually. The ad is trying

to induce aversion to cigarettes through usage of disgusting graphics.

6) Bhayānakam (भयानकं) (Horror, Terror)

Advertisement Name: Meth Project Official Ad - Deep End

Link: https://www.youtube.com/watch?v=2ZO2Rhqjuw0

Description: The ad shows a horrific scene which will terrorize any parent in the

world or rather anyone watching the ad. The ad was created to induce horror around

usage of drugs (meth) so that they keep their child in check of these nuisances.

7) Vīram (वीरं) (Heroic Mood)

Advertisement Name: "Unsung Hero" (Official HD) - TVC Thai Life Insurance 2014

Link: https://www.youtube.com/watch?v=uaWA2GbcnJU

Description: The ad depicts how one person’s resolution to be the change, to be

empathetic, to be helpful changes the whole environment around him. The ad inspires

to change ourselves and awaken the hero inside us, the everyday hero. It shows how

small things can make you feel good (heroic).

8) Adbhutam (अद्भतुं) (Wonder, Amazement)

Advertisement Name: iPhone 7 - Balloons

Link: https://www.youtube.com/watch?v=XR6JtMIdMuU

Description: The ad starts with one balloon going places to find another one of its

kind and then the ad shows millions of balloons in the city. The city looks amazingly

wonderful filled with colourful balloons. The ad shows similar movement of balloons

in iPhone messaging app showing the uniquely amazing feature of iMessages.

Arjun Parekh Integrated Marketing Communication 15020841070

9) Śāntam (Peace, Tranquillity)

Advertisement Name: Kerala Tourism – Great Backwaters

Link: https://www.youtube.com/watch?v=ups6FoTd3Ik

Description: The ad shows picturesque visuals of Kerala Backwaters and the scenic

beauty along with a peaceful track in the background which makes the ad seem to

invoke vicarious emotions of tranquillity. The beauty in the lap of nature is enough to

make a person vicariously feel peaceful.

10) Vātsalya (वात्सल्य) (Parental Love)

Advertisement Name: Parental Love - Binani Cement Hindi Ad 2013

Link: https://www.youtube.com/watch?v=0AfoomfNqVU

Description: Amitabh Bachchan describes how our parents are present even after

they pass away. He describes the small things which the audience can relate to their

own parents and thus shows how parents love is eternal and ever-present. The ad is

in lines with the tagline of Binani cement – ‘Sadiyon Ke Liye’ which means the cement

is for centuries, associating it with the home left by parents and their love.

11) Bhakti (भक्तत) (Spiritual Devotion)

Advertisement Name: Mangaldeep - Sarveshaam Mangalam Bhavatu

Link: https://www.youtube.com/watch?v=B2OuPihKuOw

Description: The TVC displays various visuals and plays various audios which can

invoke devotional side of a human being. Different people praying to god for various

reasons, saints performing their devotional rituals, etc. are shown in the ad. The ad

tries to inspire devotion and usage of its product – Mangaldeep Agarbattis.