Understanding Audience Need, a Key to the Successful Advertising

At present times, with multiple forms of media consumed on a large scale, the society has become transcultural. With audiences being diversified and consuming content from all forms of media, many advertising agencies say that it is difficult to gain the attention of the audience. Leo Burnett, a famous advertising executive, said, “I have learned that it is easier to write a speech about good advertising than it is to write a good ad.” Which stands true even after so many years.

At such times the importance for the brand to connect with customers becomes more important. The flexibility of the brand to adapt to its changing environment is a must. In India advertising has become a huge investment for the brand. The year 2024 alone saw the investment of Rs 1,53,407 crore. But the year 2025 has shown an 8.8% decrease in the budgeting for advertisement in India, pointing towards the changing market trends, unstable customer preferences, and diversified media.

With respect to the Indian market, the traditional media has been growing with the new media. This has led to the convergence of content for consumption. Brands need to understand this changing environment and utilize it to connect to customers more. The COO of GroupM India, Ashwin Padmanabhan, highlighted that digital media advertising is expected to grow by 13% to reach Rs 88,502 crore in India this year.

Therefore, the brand's focus should be on the content that can relate to fans. This can be done by understanding the mindset of the audience. Even though in recent times most of the advertisements are forgettable, with concepts being repetitive, there’s one advertising agency in India that has been winning the hearts of the audience, making them feel relatable with brand products and services—initially connecting them to the brand. It is the agency One Hand Clap.

The agency was founded in the year 2019 by the past members of the All India Bakchod, famously known as the AIB production house. After the company dissolved, Aakash Shah and Naveed Manakkodan started the One Hand advertising agency, mixing their chaotic-funny personalities into the company services. 

From their latest adventure of making Dhoni play the character of Ranvijay Singh from Animal film for EMotorad’s ad, utilizing CarryMinati’s satirical personality in portraying retirement for Battleground Mobile India’s ad, and assembling famous influencers known for their humor in Swiggy’s advertisement, One Hand Clap has figured out all of it. By utilizing the power of social media shifts and pop culture moments, they have understood their audience. If you want your brand to be noticed and your products to be heard and relatable, then understanding your audience is the only way to succeed. With your advertisements having a personality, a story to convey, and emotion to it, they will surely be remembered by the audience in the long run.

Always remember that it's not the advertisement that fails, but failure in understanding the audience.