The document explores how advertising can drive behavior change through strategies that exploit emotional triggers and societal norms. It discusses various examples from brands like Gatorade and Tata Tea, illustrating how effective advertising campaigns can lead to shifts in consumer actions. Additionally, it emphasizes the importance of adapting advertising to reflect changing socio-cultural contexts and the need for brands to 'unbehave' to encourage new behaviors.

1. UNBEHAVE
How Advertising can influence behaviour
change.

2. BEHAVIOUR DRIVERS TODAY
Life on an overdrive
Fear of Missing Out
Information Deluge
Digital Natives
Hash Tag Rules
JWT “FOMO” and Trend reports

3. ATTITUDE VS BEHAVIOUR
One’s a “perception”
The other’s “action”

4. ATTITUDE SHAPES BEHAVIOUR
Changing socio-cultural context
Small Town, Big Dreams
Game Changers
Desi Cool
StartUps
Life is Now. Time is Mine.

5. 3A’S
HOW ADVERTISING INFLUENCES

6. Aman ki Asha ( Times of India)
Debeers “Diamond Bride”
Birla Sunlife “Job nahin passion”
Gatorade “Keep her back in the game”
Tata Tea “Jaago re”
EXAMPLES OF TVCS I PLAYED
BEHAVIOUR CHANGE AT VARIOUS LEVELS- EMOTIONAL TO PURCHASE

7. 3A’S
HOW ADVERTISING INFLUENCES

8. 1. AUTOMATED
Trigger off Instincts ( fear, survival,
maternal, competitive)

9. 2. AROUSAL
Inspire and Motivate ( do better, live better,
share, happiness, success)

10. 3. AVERAGED
Set the Norms( keeping up, follow the
trend, what is In)

11. GET THEM TO UNBEHAVE

12. Find the GAP
EXPAND the pitch
Be a GO GIVER
REFLECT the change
Focus on EFFICIENCIES
Behaviour LEAPFROG

13. Google Chrome “Tanjore paintings”
Blackberry Boys
Myntra.com
Helix “Waste Time”
P&G’s 2020 “cold water wash” goal
Mumbai Mirror “I am Mumbai”
SOME MORE ADS TO MAKE THE
POINT ON BEHAVIOUR CHANGE

14. By 2020, 70 % of washing machine
loads worldwide will be done in cold
water.- P& G’s ambitious goal.

15. Be the change you want to be