X'pressions
The Smarter Mom
by Namit Pandey
MBA (IT), II Sem, IIIT
Allahabad
It happens so often these days that as we sit down to watch a family soap on the proverbial idiot box; we are amazed and confused by seeing a girl who seems to be in her twenties but is actually portraying the role of a mother!
The lady in no way seems to be your typical new age mom but is actually the mother of the boy or the girl, who in turn is getting married. If you are not a regular viewer of such television soaps, I am sure that you are going to face the same state of confusion as I often find myself (being the male kind of the homo-sapiens).
I believe there is a new marketing strategy being followed by our television serial producers in collaboration with their sponsors.
The attack to the ‘psychology of women’ is another new technique of marketing the cosmetics, the costumes and other beauty products which is being developed in JV with our television serial producers over the time. As soon as our moms or even sometimes our grandmas see these reel life (mind it, not real life) women looking so pretty, I am sure there is a sudden rush of thought in their minds “If they can, Why cant I ? ” Irrespective of what people would like to term it as, I would like to give it a name “Passively Active Marketing”. The serial is not directly promoting any cosmetic brand or jewellery manufacturer but in the indirect sense it is compelling our mature generation of women of giving a try and making an attempt to look younger and draw the attention of their men, the poor chap who is usually the dad or the husband (and whose wallet gets lighter by the minute).
A mother portrayed to be in her late forties at least appears to be in her early twenties. With just a streak of white hair she is definitely leaving an impression that the eternal fountain of youth is very much achievable and she must give a try. This I feel compels her to go to a beauty parlour and use the latest cosmetic brands available in the market. The traditional approach is to give cosmetic and other beauty products’ advertisements in between the prime time family soaps; this new method of promotion is proving more beneficial than the traditional ones. These methods are not asking the ladies to use these products directly; they present a beautiful model, whom the humble family woman ought to try and imitate. The advertisements in-between further fuel that fire within.
The proof to this phenomenon can very well be witnessed in the exclusive ladies garment stores and jeweller shops as well. The names of the designs and merchandize are also kept in accordance with the tele serials, so that the women can easily associate with them and recognize the mom of which family soap they want to look like.
Well at the end of the discussion, I would like to say that it is a good marketing tool adopted by the entertainment industry. It’s a good technique of product promotion and positioning in the minds of the unaware target. The people behind it really need to be praised for this innovative technique.
Disclaimer : The views expressed in the articles are author’s own views B’Cognizance or IIITA is not liable for any objections arising out of the same. The matter here is solely for academic use only.