How Humorous Advertising Can Help Brands Drive Growth

Humour in advertising is nothing new. It dates back to the early years of the movie industry when comedians played a key role in making audiences smile. Whether it was Charlie Chaplin in English films or Indian actors like Mehmood, Asrani, or Paresh Rawal in Hindi cinema, humour has always been a powerful tool. Advertisers and brands apply the same principle, aiming to capture attention and engage audiences within just 30 seconds. Today, humour is widely used in advertising to break through the clutter and create lasting impressions in consumers' minds. Many successful brands have cleverly leveraged humour in their campaigns to stand out.

Products with little differentiation often turn to humour as a way to attract attention. However, people buy products for the benefits they offer—whether it's nutrition, convenience, or value for money—not just because a brand makes them laugh. Claude Hopkins, the father of modern advertising, famously said, "People don’t buy from clowns." While this may have been true in his time, humour has since proven to be a powerful branding tool. Crafting funny commercials that remain relevant to the product is a challenging yet rewarding endeavour.

Many clients hesitate to use humour in advertising, but brands like Fevicol, Fevikwik, and Center Fresh have successfully integrated humour into their campaigns over the years. Humour is one of the toughest emotions to execute effectively—it’s not everyone’s cup of tea. It requires a big idea that seamlessly blends humour while clearly communicating the product’s benefits.

Execution is the Key

According to Abhijit Avasthi, Founder of Sideways Consulting, many marketers shy away from using humour in their advertising. However, those who take the risk often reap significant rewards. To appreciate humour on paper, one must be a child at heart while possessing a razor-sharp mind and vivid imagination. Having a great humorous idea is one thing, but execution is equally critical to ensure the humour remains impactful and doesn’t get diluted, he remarked.

However, in today’s era of social media, brands must tread carefully. A joke in poor taste can lead to heavy trolling, potentially damaging the brand’s reputation and equity. While humour can be a powerful tool, it must be used wisely to avoid unintended backlash.

Developing Emotional Connections

The use of humour in advertising also varies across cultures and demographics. What might be funny in one country could be offensive in another, making it essential for marketers to understand their audience well. Additionally, humour can help humanize brands, making them more relatable and likable. When done right, it fosters emotional connections, increases brand recall, and encourages social sharing, leading to greater organic reach.

A good example of humour in advertising is the long-running Old Spice campaign, which reinvented the brand with its quirky, over-the-top humour. Similarly, brands like Volkswagen and Cadbury have effectively used humour to create memorable ads that resonate with audiences. The key is striking a balance between being funny and staying true to the brand's message. In India Fevicol and Center Fresh have continuously demonstrated using humour successfully for a long period of time.

Ultimately, humour in advertising is a double-edged sword. While it can make a brand more appealing and enhance engagement, it must be used thoughtfully to align with brand values and audience expectations. As consumer preferences evolve, humour will continue to play a crucial role in shaping the future of advertising. Brands need to zero down on what works for them and their audience. Many a time it can be used tactically to upset category norms or get immediate attention. Of course, if done consistently over years it can give the brand a lovable and trustworthy personality. There are no rules and that's the best bit about using humour. The only rule is that the output should be funny. And great humorous advertising with a strong idea that connects the brand will always be memorable and remembered.

About the Author

Ganapathy brings over 3 decades of experience in the business of communication, branding and PR. He has in-depth knowledge, exposure and hands on experience with all kinds of clients and products ranging from FMCG, Consumer Durables, Pharmaceuticals and Services in all forms of communication. His expertise encompasses varied areas including advertising , CRM, public relations and digital, business development, idea generation, team building, training and coaching. Also to note, he was also a part of the team that launched the financial communication cell at Ogilvy in Mumbai. Managed the IPO for Titan, McDowell's and Punjab Breweries.