Question

Recent Indian advertising has seen a strong shift from traditional product advertising to purpose-led and narrative-driven brand communication (for example, Tata Tea Jaago Re, Surf Excel social messaging, or Ariel's gender equality campaigns).

Analyse any one such campaign to examine how advertising functions, principles, and persuasive appeals are used to influence consumer attitudes beyond product purchase.

(Relevant Units: Unit 2 - Functions & Principles of Advertising; Unit 4 -Theories, Models and Appeals)

06 Jan 2026
Answer :
Word Count : 588
Ariel’s “Share the Load” campaign represents a significant shift in Indian advertising from product-centric communication to purpose-led, narrative-driven brand storytelling. Instead of focusing primarily on detergent attributes such as stain removal or whiteness, the campaign addresses the deeply ingrained social issue of unequal distribution of household labor, particularly laundry, between men and women. Through this approach, advertising functions not merely as a tool for informing or persuading consumers to buy a product, but as a medium for shaping attitudes, norms, and values within society. One of the key functions of advertising evident in this campaign is social education. ____ ___ _____ _____ _________ ___ _____ ______ ________ ________ _____.
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