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Children's : Brands
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Children have become a major target for advertisers the world over. They have emerged as the biggest consumers of our millennium. Most advertising today is aimed at children directly or indirectly if the product is not for kids. Advertisers believe a child lends a warmer, more congenial touch to advertising. Advertisers seem to have a readymade formula in children to boost sales. Apart from being a large potential market (for everything from bottled drinks to instant noodles and soaps) children also constitute tomorrow's generation - advertisers know that consumption habits and preferences developed in childhood are carried forward into adulthood. Thus advertisers believe in catching them young.
Historically the most effective way to sell children's products was through the parents. Now the opposite is true, children are the focal point for intense advertising pressure. Advertisers are aware that children influence the purchase of not just kid's products, but everything in the household from cars to toothpaste. Thus these products are being paired with kid- oriented logos and images.
Advertisers use catchy jingles visuals, cartoon characters, film stars and logos to grab the attention of the young viewers.
Much food advertising is directed towards children. In the food category chocolates are the most advertised food item and these are released on kids' channels.. in India led by Cadbury India.
Beverages are the next most advertised item. Milk beverages like Bournvita, Complan and Horlicks rule the beverage advertising. Kids are attracted towards commercials featuring their favourite stars and cola companies take advantage of this. The most preferred celebrity film star to influence kids is Hrithik Roshan followed by Preity Zinta who endorse Coca Cola and Perk chocolates respectively.
Toys are also extensively advertised. Some of the top advertisers of this category are Mattel and Funskool. Other toy advertisers are Chinese companies that have flooded the Indian market with price-competitive, attractive looking and beautifully packaged toys. Some of the top brands of these advertisers are Barbie, Batman and Beyblade.
Stationery products like pencils and crayons are advertised on television as well as in the print media. The top advertisers for this category are Apsara, Navneet, Faber Castell, Luxor and Camlin.
Products are purchased for the kid by parents like diapers, education loans and clothes also feature cute children who grab the attention of the parents.
The advertising directed towards kids usually feature over excited kids. The children in the adverts are usually good-looking and smart. Cartoon characters, catchy jingles, animated images, logos and voice overs are the trends seen in advertising targeted towards children. Celebrities who are popular amongst kids also play a vital role in grabbing children's attention. Some of the favourite celebrities of children are Shahrukh Khan, Sachin Tendulkar, Hrithik Roshan, Mahendra Singh Dhoni and Preity Zinta. Advertisers use these tactics to counter childrens' low attention spans.
Some of the unforgettable advertsising India feature children in them. The Utterly Butterly Delicious Amul adverts featuring an animated little girl, "I love You Rasna" advert, "Vicks ki goli lo khich khich dur karo" are some such advertisements.
Advertisers invest large sums on advertising campaigns because their tactics usually go down well with kids and a rise in sales is seen for the products that target children.