Mumbai: With the rise of social media platforms and overall content consumption by people, brands are exploring new ways to attract their target audiences. One such method that advertisers are opting for to entice their target audience is ‘woke advertising’, which involves producing original content that resonates with the thoughts and opinions of their potential consumers. It is crucial to understand what woke advertising is all about.

The term ‘woke’ refers to people who are aware of political and social issues, whereas ‘woke advertising’ describes the methods which companies use in advertising campaigns to draw customers’ attention to issues of social relevance such as gender inequality, prejudice, discrimination etc. If executed properly, woke advertising can help organisations to create a lasting global impact, especially when it comes to building a reputation with the world’s growing liberal population.

For instance, the recent #FaithnotForce campaign initiated by Cadbury Bournvita captured the attention of society. The brand’s ‘Forced Pack’ campaign was aimed to disseminate the message of general freedom and liberty for the young generation to select their academics and professions eventually. The primary idea behind the mentioned campaign was to educate parents against forcing kids into contemporary career moulds. To accentuate the campaign’s core message, Cadbury showcased the proposed product in containers suitable for other items such as tissue holders, disinfectants, ketchup bottles etc. instead of regular Bournvita packaging. The mentioned effort of incorporating ‘Woke Advertising’ in the campaign by Cadbury Bournvita strategically drew the attention of targeted audiences towards the concept of liberty and a childhood free of societal pressures.

Saffola’s recent ‘Rakhna Heart ka Khayal’ is another good example of ‘woke advertising’ where the brand promotes the idea of gender equality. The brand’s mentioned advertisement campaign flipped the gender roles and showcased a contemporary couple where the husband takes care of his family’s health rather than portraying the conventional role of a woman taking care of her husband’s and the family’s health.

Being Woke: What Does It Take for Brands?

While planning a campaign on woke advertising, brands must consider their target audience and how their opinions may vary towards socio-political issues like diversity, climate change, gender bias etc. Brands can create effective campaigns if they have a better insight into their targeted public. The major constituents of any successful woke campaign are authenticity, analogies drawn with the actual enterprise, and constant mention of inspirational stories. The amount of response received would be higher if the campaign subject holds a greater social significance. Consequently, companies should be ready to shoulder the obligation of making a sustainable and constructive contribution to society.

Brands can build deeper ties with their audience and attract the attention of younger generations by successfully promoting social responsibility in today’s competitive society. It is crucial for brands to analyse the market environment diligently so that they can be prepared to tackle any potential reaction to the campaign effectively. It is worth releasing the advertising campaign if the targeted audience is inclined positively towards it or finds the campaign purposeful. Simply expressed, the term ‘woke’, when used to describe advertising and marketing content, refers to techniques brands employ to highlight particular social or political issues, such as injustice or prejudice.

From a global perspective, launching a woke campaign is always a good idea. These campaigns, if executed right, can utilise their potential to promote beneficial societal change. However, companies must carefully consider their target markets to determine whether a campaign would be effective there. More than just a bold campaign is required when it comes to woke marketing for a brand. For brands to be valued by consumers and to be seen as global game-changers, they must integrate wholesome ideas into every aspect of their businesses.

The author of this article is Hashtag Orange founder Mukesh Vij.