The Business of Feeling: Why Advertising Needs Entertainment More Than Ever

When I started out in advertising, as a copywriter, in India’s most creative agency then – Ogilvy & Mather, way back in the mid 1990s, advertising was a lot simpler. 

A persuasive argument, a striking visual, and a well-placed tagline were enough to do the job. 

But we live in far noisier times now. Attention is fleeting, scepticism is high, and the consumer has evolved from a passive receiver to an active chooser. In this new reality, advertising has had to find itself a new role: that of an entertainer. Entertainment is no longer a garnish in advertising; it is the meal, the entire main course, figuratively speaking. 

The Ad That Doesn’t Feel Like an Ad

Nobody wakes up wanting to watch an advertisement. But everybody craves a good story. This is where entertainment becomes the trojan horse of brand communication. If the content is engaging enough - if it makes you laugh, cry, hum along, or stay till the very end - you stop seeing it as an interruption. Instead, you welcome it. You even share it.

Nike doesn’t sell shoes; it sells heroism. John Lewis’ Christmas ads don’t sell gifts; they sell warmth. And Amul? It has built a brand out of punchlines taking every topical even that occurred in India – be it sports, politics, cinema or news. These brands understand that before they can ask for attention, they need to give something in return - humour, insight, emotion, spectacle. Something worth remembering.

Why Emotion Works Better Than Logic

It’s tempting to believe that people buy products based on rational benefits. But the truth is, logic rarely makes the sale. Emotion does. Think of the most iconic ads in history. Most of them don’t list features or competitive advantages; they create a feeling. Take Google’s ‘Reunion’ ad. It’s about two childhood friends separated by partition, finding each other decades later. The story is compelling enough to bring a tear to the eye. And somewhere along the way, without shouting about it, the ad also shows what Google can do. This is the secret of great advertising: it doesn’t demand attention, it earns it.

The Entertainment-Advertising Continuum

The line between advertising and entertainment is blurring, and it’s no accident. Brands are now funding full-length films, web series, music videos, and immersive storytelling experiences. Red Bull doesn’t sell an energy drink - it sponsors adrenaline. Netflix’s ‘Stranger Things’ doesn’t just live on a screen - it becomes a Baskin Robbins flavour, a LEGO set, a fashion collection. Branded content is not just about putting a product in a story. It’s about making the brand part of culture.

What This Means for Advertisers

If you’re still writing ads, you’re already behind. Today, you need to craft narratives. The modern consumer is not looking for a sales pitch; they are looking for a show. An escape. A moment that resonates. And if your brand can provide that moment, you won’t just be seen - you’ll be remembered.

Advertising has always been about persuasion. But today, persuasion comes disguised as entertainment. And the brands that understand this? They don’t just sell. They become part of the story we tell ourselves.

Niranjan Kaushik is a film director, show-runner, screenwriter, content curator and advertising professional. His notable works include 9 Hours (Disney+Hotstar), Candy (Voot), Karenjit Kaur (Zee5) Mursheed (Zee5) and advertising for globally renowned brands like Lee Cooper, L'Oreal Paris, Mercedes Benz, Volkswagen and HSBC.

He's been featured on the cover of Forbes Magazine as one of India's leading Mad Men and honoured by the World Marketing Congress as one of the country's most influential content marketing professionals