Human Instincts : Marketing

It doesn't matter where are you from, what is the colour of your skin, rich or poor, healthy or seek, known or unknown. Every person holds a fundamental set of instinctive behaviours. 

Follow your instincts. That's where true wisdom manifests itself.
- Oprah Winfrey

Human instinct is a crucial factor that plays important role in decision making in marketing. They try to appeal human instincts through catchy advertisement to sell their products. 

Human instincts that are relevant to marketing:

 Negative -
 Kama - Lust, craze, desire
 Krodha - Anger, hatred
 Lobha - Greed, miserliness, narrow, mindedness
 Moha - Delusion, emotional attachment
 Mada - Ego,pride,stubbornness
 Matsarya - Envy, jealousy, a show of vanity

      As per marketing strategies, people have an instinctive desire, anger, ego, and others. Instincts totally depend on people's mindset towards a product or a brand.

     As per Kama, in the advertisement of soft drink "Maaza", Katrina Kaif as actress shows lust, the craze for the drink and desire to have it the way that people crave to buy the drink. This ad convinces people to have it and feel the lust and desire. Same for "Wild Stone" deodorant ad, it shows lust and desire to use the fragrance. Customers get attracted to this ads after watching it and make their mindset to buy the product.

   'Anger and hatred'(Krodha) is a way to express negative feelings. The best example is an advertisement for "Rin" detergent. It shows two women holding "Tide" and other "Rin", waiting for their son to pick up. One with the tide, showing anger and disliking towards the women with rin, in a minute when their son gets off their school bus, the lady with tide gets offended as the son of the lady, who has Rin, wearing whiter and clean shirt than one with the tide.

      Lobha is relevant to greed, miserliness, and narrow-mindedness. Such as "Center Fresh" gum ad. This ad is materialistic and intense.

       If we take 5-star advertisement as an example, they try to convey the emotion of feeling 'delusion and emotional attachment'(Moha). This ad has been entertaining audiences for years. They use a catchphrase as "Jo Khaaye Kho Jaaye". They show brotherhood and bonding between two brothers. They show more of illusion and fantasy in this ad. 

      Mada express ego, pride, and stubbornness. The best example is "Dollar Big Boss" ad. It's an inner wear ad where a stubborn hero shows pride and fight for women. They use the tagline, "Fit hai boss".

      Matsarya means Envy, jealousy, and a show of vanity. There are lots of ads that convey jealousy, self-admiration and egoism like detergent ads, beauty products, Horlicks, Complain and so many.          

      There is no marketing without advertisements. Advertisements hit on key elements of the human psyche. Social media is another large region of marketing. Social media marketing includes blogs, photo posting, twitting, news sharing, message boards and many others. 

Positive -

Sathya - Truth

Dharma - Righteousness

Shanti - Peace

Prema - Love

Ahimsa - Non-violence

      

      We want in our life what we have in our mind. So, we think the thoughts we want to see. Our instinct helps us navigate our world more easily.

       Sathya is an emotion of being true. We most commonly think of honest advertisement when we talk about truth. There are no legal rules regarding the advertisement whether it is truth or lies. But, we mainly as common people, expect to get positive vibes from an advertisement. For example, Bournvita advertisement shows how a kid struggles to reach his goal by drinking Bournvita every day and getting support from his mother. It shows the bonding between a mother and a child. 
       Dharma is quality of being a moral right. The best example of this is heartwarming that commercial- Thai good stories by Linaloved.
Source:
"https://www.youtube.com/watch?v=cZGghmwUcbQ"
It shows how a boy helps older people, animal and children, which convey the message of being kind and honest. 

       Shanti means peace. Many advertisements show love & peace, & one of them is Axe advertisement. They use the tagline, "Make love not War". They even use a catchy phrase i.e. "The best way to destroy enemies is to make them friends - Abraham Lincoln". The video conveys messages through soldiers spreading love and peace.

        Cadbury is the best example of spreading the love(Prema). They show the pure relationship between loved ones, it can be a wife and husband or sister and brother or mother and father. They bring happiness in everyone's life and make the bonding stronger.

        Ahimsa means non-violence. Nestle advertisements are the best example because they show how a person struggle to achieve their goal. They follow their heart, despite taking negative thoughts of society seriously. Life has struggled but this is a good way to motivate yourself and achieve the goal without any violence. It is a thought of positivity. Nestle advertisement gives inspiration to one's life.