Yes, that’s precisely what the advertising stalwarts are rightly nicknamed. They sell dreams to you and me. These dreams, big and small, come in small or large packages.

So whether we talk about the Zoo-Zoos who were created through the laborious efforts of some creative minds, or the cute puppy who’s portrayed as a little girl’s happy helper in one of the recently aired ads, all inputs are targeted at selling dreams.

A genie who gifts a common guy a house, a wife, and a bike, a bride who’s the apple of the eye of her daddy dearest, and who emotionally recollects her childhood days, and then suddenly comes back to the present day, when a handsome well dressed “Complete Man” is about to steal his princess for they are about to enter into a martial bliss—what is all this depicting?

It’s nothing but an attempt to sell dreams. It’s these kinds of emotions which strike a chord with viewers.

Consumer psychology is an important facet of advertising. It’s like these dream sellers are born to dwell on the emotions of the viewer, instigating them, indulging them, and finally triggering them to give in to the offerings—at the end of the day what do they want? They want us to walk into the stores and buy their brand, and keep on buying it again and again (preaching Consumer Loyalty).

Shaping up consumer perceptions is what these dream merchants are best at. They want to go all out to portray, that there cannot be on the face of the earth, a brand, as unique and alluring as theirs.

On a very subtle level, if we are to compare two brands in the same product line, or service line, we will discover that there are hardly any striking differences between the two brands—at the most one or two differences in features or technology here and there….

Yet, why do we end up choosing one over the other? Here the importances of brand ambassadors come to play & becomes a key highlight. And then these celebrities or endorsement masters act as the USP’s (Unique Selling Propositions) of the brand.

Their word becomes the final word, and thus revenues start pouring in.

Children- young as well as not so young are the one of the first scapegoats (if we may label them), to get hooked onto these celebrity endorsements. The influence it has on their buying behavior is remarkable.

In fact today we even see children exercising their choices in buying behavior much earlier than how it was years back. So we have a 5 year old child sitting for his supper with his parents, and asking a very to-the-point, straight, no-nonsense question to his dad “ papa, mere future ke bare mein kya socha hain”!. I was bowled over by the advertisement, but moreover it gave me a profoundly convincing thought—that today’s youngsters are steering the wheels of buying behavior among urban India, to a substantially large extent.

Thus one can only imagine the extent of contribution these dream merchants and their selling propositions have had on the elevated consumerism in the society.

Consumer awareness today is at an all time high. A potential buyer wants to be fully informed about the intricate features of his desirable product. And dream merchants do their part in introducing the potential buyer to the product in the most enticing manner.

Hats off to the creative departments of these ad agencies, which churn out a rainbow of ideas, graphics, visuals, jingles, music, and create a canvas of attractive advertisements.

That way, logically speaking, in this whole chain, an advertisement is like giving final touches to a mural, the foundation of which is already being laid out. But these final touches is what reach the consumers, and the way it reaches matters, and the depth to which it reaches in the minds and hearts of consumers matters all the more.

Go on Dream Merchants, let your creativity bubble!

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