{"id":16605,"date":"2023-08-08T12:26:23","date_gmt":"2023-08-08T12:26:23","guid":{"rendered":"https:\/\/incivus.ai\/?p=16605"},"modified":"2024-04-08T08:29:56","modified_gmt":"2024-04-08T08:29:56","slug":"emotional-profile-of-successful-independence-day-ads-of-2022","status":"publish","type":"post","link":"https:\/\/incivus.ai\/emotional-profile-of-successful-independence-day-ads-of-2022\/","title":{"rendered":"Emotional Profile of Successful Independence Day ads of 2022"},"content":{"rendered":"\n

In light of welcoming the 76th<\/sup> year of Independence in India, brands will plan their annual ads around the celebration. We are paying tribute to the exceptional Independence Day ads that left Indians beaming with pride in 2022. Emotions of celebration, happiness, patriotism, and hope are usually running high around Independence Day, and campaigns that tap into these emotions have usually struck a chord with the audience. At Incivus, we have dived deep into four such ads that did a wonderful job of using the right emotional play to convey a message as well as generate awareness for the brands.

Our revolutionary Creative Effectiveness platform, Incivus, analyzed and evaluated four of the most popular Independence Day ads from 2022 to understand what made these ads resonate so deeply with Indians.<\/p>\n\n\n\n

Incivus Platform Parameters<\/h2>\n\n\n\n

Incivus evaluates an ad on a creative variable level, i.e., evaluation is done on the music, human character, ad copy, and visuals of the ad. Once evaluated, there are certain key scores that Incivus provides that help a marketer take a go\/no-go decision as well as make changes to the elements that are not working.<\/p>\n\n\n\n

Creative Effectiveness Score
<\/strong>A comprehensive score to understand the effectiveness of the Ad. A high score indicates that the creative will be potentially effective for the goal, a medium score indicates that the asset will be effective but will need to have certain changes and a low score indicates that the asset may be ineffective for the ad goal.<\/p>\n\n\n\n

Emotional Profile<\/strong>
The emotional profile indicates what emotions were evoked by the ad in the viewer, which is a mix of the emotions evoked by color, visuals, text, music, and human characters.<\/p>\n\n\n\n

Recall Score<\/strong>
Incivus\u2019 Visual Recall AI was built by observing human behavior through thousands of sessions. Millions of data points and images are given as input to predict the memorability score. The recall score is an indicator of the most and least recognizable and memorable frames of your video ads.<\/p>\n\n\n\n

Cognitive Load<\/strong>
Cognitive Load refers to the amount of working memory used in a task. It can be used to ensure the consumer understands and retains your message. Low complexity leads to lower cognitive load and higher engagement.<\/p>\n\n\n\n

Ad Copy Effectiveness<\/strong>
Ad copy is content that encourages a potential buyer to take action and purchase a product. By invoking an emotional response, communicating value, and addressing doubt, effective ad copy can increase a company’s sales and profits. Incivus\u2019 Ad Copy Effectiveness score indicates if the ad copy (on-screen text) is appropriate for the ad. The score is a combination of whether the number of words is adequate if the text contrast was appropriate, and if the on-screen text got enough attention. A high score indicates that the ad copy is effective.<\/p>\n\n\n\n

Deep Dive: Impactful Independence Day Ads<\/h2>\n\n\n\n

When we evaluated the four ads on Incivus, there was a central emotional profile that came out of these ads which looks like the below:<\/p>\n\n\n

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Let us deep dive into each individual ad to see the emotions it evoked in the audience and the impact it generated.<\/p>\n\n\n\n

1. CEAT Tyre: #RidingHopeForChange<\/h3>\n\n\n\n

This ad pulls the audience\u2019s heartstrings with emotional storytelling and keeps them hooked till the end. The emotions evoked by the ad are a mix of hope, happiness, and surprise. The calming pop music builds the element of suspense which culminates in surprise, and happiness as the film progresses. The characters display a mix of happy, sad, and neutral emotions, whereas the colors indicate reliability and longevity which is synonymous with CEAT. The medium recall score, optimal cognitive load, and high Creative Effectiveness Score all indicate that this has been an effective and engaging ad with over 9.4 million views on YouTube.<\/p>\n\n\n\n

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