New TVC Ads in India for 2024: How Indian Brands are Reinventing Television Advertising

Changes in Modern TVCs and Their Impact on Brands

Modern TVCs have brought significant change to the advertising industry. As consumer behaviour shifts, it's crucial for brands to engage diverse audiences across multiple platforms. Today's TVCs are no longer just 30-second product pitches; they have become strategic tools to convey a brand’s message with emotional depth, encouraging consumers to watch and connect. Let’s explore the key changes in modern TVCs and their impact on brand communication.

1. Shorter, Snappier, and More Impactful

In the digital age, we’re all aware of how our attention spans have diminished. We want everything to be fast-paced and efficient. As a result, TVC ads have shifted towards shorter durations. Traditional TVCs used to last 30 to 60 seconds, providing ample time for storytelling, emotional build-up, and brand recall. Now, with the dominance of social media and shrinking attention spans, brands are packing powerful messages into 6, 10, or 15-second commercials.

These shorter ads must creatively showcase the product and introduce the brand in less time. When executed well, shorter ads offer just enough intrigue to leave a lasting impression.

2. Storytelling That Moves Beyond the Product

Storytelling is what builds the connection between the consumer and the brand. New campaigns are unveiling compelling narratives to attract consumers, shifting the focus from purely product-driven messaging to more emotional and social themes. Brands are now connecting with audiences through stories of empowerment, community, and purpose, creating deeper emotional bonds.

3. The Rise of Diversity and Inclusion in TVCs

Inclusivity has become a key element in recent TVC campaigns, with a strong focus on diversity and inclusion. Advertisers are now more conscious of representing various cultures, races, genders, and lifestyles.

Brands like Dove, with their 'Real Beauty' campaign, have led the way by championing body positivity and self-acceptance, celebrating real women of all shapes and sizes.

New TVC Ads in 2024: A Few Standout Campaigns

Cadbury Dairy Milk - “Shah Rukh Khan - My Ad"

Cadbury Dairy Milk is well-known for its memorable ads. In 2024, they launched the 'Shah Rukh Khan - My Ad' campaign, taking personalisation to new heights by using artificial intelligence to support small businesses during Diwali. The ad featured Shah Rukh Khan endorsing local shops, giving them a platform during challenging times. By leveraging digital innovation and showcasing creativity, this initiative brilliantly combined technology with heartfelt storytelling.

CRED - “Chappal TVC ft. Rahul Dravid”

CRED’s ads are renowned for their creativity and humour, often featuring celebrities in quirky storylines. One of their most memorable campaigns showcased Rahul Dravid—usually calm and composed—erupting in rage during a traffic jam. This ad, which aired during the IPL season, stood out and was loved by many. These creative and humorous advertisements grab attention through sheer shock value, leaving a lasting impression.

Conclusion

Modern TVCs are evolving to highlight more engaging content, incorporating deeper storytelling that transcends products. Brands are redefining how they connect with audiences. These commercials no longer just sell products—they sell ideals, values, and lifestyles that resonate with their target markets.

Today’s TVCs are setting new standards for brand communication in the fast-paced media landscape. Recent campaigns focus not only on increasing sales but also on building a brand’s identity, aligning with viewers’ values, and fostering long-term loyalty.