Every Thursday, I break down one marketing framework, persuasion technique, or psychology effect so you can apply it in your content.
I stumbled upon a Diwali ad on YouTube. It was from Reliance. Then of course, the algorithm recommended me another video from Birla Opus.
One hour later, I have watched 20+ ads. My heart feels heavy because, oh boy, the brands have cracked Diwali storytelling.
All the ads made my marketing mind ask one question: “Why do brands spend millions on creating Diwali ads that hardly talk about the product?”
Turns out the answer is The Halo Effect.
What is The Halo Effect?
Think of the first time you had a crush in college. You found this incredibly attractive person. You haven’t talked to them, don’t know how they sound, what they like, etc.
The next day, you see them helping out a stranger. “Wow, he/she is kind,” you think.
Your attraction just turned into a positive opinion.
Three days later, your crush has to choose a club. Sports, literature, arts, debates, etc.
They chose debate. You immediately assume they are a good speaker without even hearing them speak.
That’s Halo Effect at play.
It is a Cognitive Bias where one good experience creates an overall positive impression about a person or a product.
Don’t judge my sketching. I am trying. Really.
You often hear employees say, “It’s important to look like you’re working than doing the actual work itself.”
They aren’t joking. They mean Halo Effect. Because you are enthusiastic and speak often in meetings, you appear as a more ambitious, insightful, and skilled person to your manager.
The halo effect is also why politicians and businessmen want to be seen doing charity. It creates a bias to make us think they’re good people overall.
So… how do brands use the halo effect in their Diwali campaigns?
Halo Effect in Diwali Ad Campaigns
All Diwali ads are based on the feelings during the Diwali week.
They are 2-5 minutes long with a story. There is no mention of the product, but only a subtle brand integration (Important: Brand integration, not product.)
The brands establish a similar story between themselves and you. It’s always about bringing light into someone’s life. Or parents’ wait for their children. Or our desire to meet family and the void of missing home. Or the new beginnings with a car, house, or even a new approach to life.
When you see a Diwali ad, you see yourself in a friend, parent, partner, or colleague. You connect to the story, then to the brand.
This is also a reason why most Diwali ads don’t have popular actors or athletes. The goal is not to look aspirational, but to connect.
The brand makes you feel, “It’s our Diwali”, creating a halo effect about its products.
Tanishq’s Diwali ads are not for Diwali. They’re for six months from now, when you consider buying jewellery and look for brands you trust.
Diwali ads are always in regional languages, and brands like OPPO, HP, Epson, Western Union, Amazon, Cadbury, and Vivo benefit supremely from this.
These are not natively Indian companies, but sell in India. With Diwali ads, the foreign brands show they understand your culture and can very much be a part of your household.
As a customer, imagine being inclined to purchase the paints from Birla Opus instead of Asian because you liked Birla’s ads.
That’s how powerful the halo effect is.
How can you apply the Halo Effect in your content?
I have two key use cases on top of my mind.
One: Talk about your hero product 80% of the time.
Most brands make the mistake of not doubling down on what’s working and spending time to make work what’s not.
If I am the CMO of an electronics brand and if our users love our smartphones, I’d scream our smartphones are the best all the time. This checks out with the customer stories, thus creating a halo effect of “if their smartphones are good, their laptops might be good too.”
Two: Create beautiful design language. Be it on socials, emails, videos, etc.
Most people are first visitors before they become an audience. The visitors skim and glance at your design before they consume your content.
“Wow, the readability/production is great. The content might be good as well.”
Btw, Diwali ads I watched for this issue: Morris Garrages, Reliance Digital, Birla Opus Paints, OOPO, Sabhyata, Luminous, HP, Finolex, Epson, Western Union, Surf Excel, Tanishq, Amazon, Cadbury, Vivo.
Think
How would you apply the Halo effect in your marketing efforts? I am curious to learn your use cases, and I am happy to give inputs if you need any.
Write to me.
Love,
Vikra.