Spontaneity
What does the Cadbury girl dancing around in the ground suggests or the cheeky “no one can eat just one” from the house of Lays reflect?
It is the desire to break free…or “Spontaneity”.
An inherent human behavioral trait that got repressed under the societal pressures, the only place where it found space was in celebratory behavior. Which is why Govinda’s films get audience fame and Birbal’s wits still get illustrated.
However, things are changing – Call it post liberalization, call it new Gen, call it whatever – the individual surely has an expression...spontaneity is breathing back!
Digital revolution has taken spontaneity to another level. Different categories have used this insight smartly and creatively. And the brands who used this insight in communication or to define their brand have tasted success….
Consumer durables like Onida Microwaves and Godrej Pentacool refrigerators have also used this insight, where male uses the devise to demonstrate creativity in love. Idea uses it as a spontaneous clever idea; Cadbury uses it to express spontaneous way to express feelings. “Poke” application on Face book is yet another example of spontaneity. Wife experimenting with snacks on a Sunday evening again suggests spontaneity.
One noticeable thing that cuts across these expressions and brand ideas is “Creativity as a reflection of spontaneity”
With time, spontaneity is reflected in one of the world’s oldest hobbies i.e. photography.
Most of us in our 30s remember the times when it took 15 minutes to just figure out the individual placement for family portraits. Except photographs with babies, most photographs had relatively thought out expressions which were meant to convey a thought out message, rather than capture the moment in its entirety.
The camera has actually evolved from being that carefully handled device used on special occasion to the frequently handled device used on every occasion. Remember! The leather cases that were taken out on Diwali and birthdays, with the contents meticulously cleaned out, so that the perfect picture could be taken.
Today, the unshackling of photography is complete. With no limit to how much I can click, I want to capture the minutest hanky panky going on behind a door accidentally left open! Or exploring the details of an trekking trail through the eyes of a butterfly – the world is my stage now!
With portable, accessible cameras, the serious passionate hobby has become fun; it is about capturing the moment as it is being lived and sharing it with the world instantly, yet another way of showcasing creativity.
However, most camera brands have just caught on to the trend of individualization. Three of the biggest brands have clearly defined propositions and own a distinct space largely depending on the functional benefits.
Sony Cybershot: speaks to individual as a style statement with the base line ‘what you notice’
Canon: “Delighting you, always” adding a perfect colour to your life
Nikon: “At the Heart of Any Image” is meant to capture the emotion within the image.
The wonderful world of spontaneity is wide open and can be explored.
On the other hand Samsung a digital leader and an explorer archetype can literally fulfill this latent consumer need.
The possibilities are limitless – all we need to do is open our explorer caps?! Aint it?
To sum, “Spontaneity is the quality of being able to do something just because you feel like it at the moment, of trusting your instincts, of taking yourself by surprise and snatching from the clutches of your well-organized routine, a bit of unscheduled plea” – Anonymous
It is the desire to break free…or “Spontaneity”.
An inherent human behavioral trait that got repressed under the societal pressures, the only place where it found space was in celebratory behavior. Which is why Govinda’s films get audience fame and Birbal’s wits still get illustrated.
However, things are changing – Call it post liberalization, call it new Gen, call it whatever – the individual surely has an expression...spontaneity is breathing back!
Digital revolution has taken spontaneity to another level. Different categories have used this insight smartly and creatively. And the brands who used this insight in communication or to define their brand have tasted success….
Consumer durables like Onida Microwaves and Godrej Pentacool refrigerators have also used this insight, where male uses the devise to demonstrate creativity in love. Idea uses it as a spontaneous clever idea; Cadbury uses it to express spontaneous way to express feelings. “Poke” application on Face book is yet another example of spontaneity. Wife experimenting with snacks on a Sunday evening again suggests spontaneity.
One noticeable thing that cuts across these expressions and brand ideas is “Creativity as a reflection of spontaneity”
With time, spontaneity is reflected in one of the world’s oldest hobbies i.e. photography.
Most of us in our 30s remember the times when it took 15 minutes to just figure out the individual placement for family portraits. Except photographs with babies, most photographs had relatively thought out expressions which were meant to convey a thought out message, rather than capture the moment in its entirety.
The camera has actually evolved from being that carefully handled device used on special occasion to the frequently handled device used on every occasion. Remember! The leather cases that were taken out on Diwali and birthdays, with the contents meticulously cleaned out, so that the perfect picture could be taken.
Today, the unshackling of photography is complete. With no limit to how much I can click, I want to capture the minutest hanky panky going on behind a door accidentally left open! Or exploring the details of an trekking trail through the eyes of a butterfly – the world is my stage now!
With portable, accessible cameras, the serious passionate hobby has become fun; it is about capturing the moment as it is being lived and sharing it with the world instantly, yet another way of showcasing creativity.
However, most camera brands have just caught on to the trend of individualization. Three of the biggest brands have clearly defined propositions and own a distinct space largely depending on the functional benefits.
Sony Cybershot: speaks to individual as a style statement with the base line ‘what you notice’
Canon: “Delighting you, always” adding a perfect colour to your life
Nikon: “At the Heart of Any Image” is meant to capture the emotion within the image.
The wonderful world of spontaneity is wide open and can be explored.
On the other hand Samsung a digital leader and an explorer archetype can literally fulfill this latent consumer need.
The possibilities are limitless – all we need to do is open our explorer caps?! Aint it?
To sum, “Spontaneity is the quality of being able to do something just because you feel like it at the moment, of trusting your instincts, of taking yourself by surprise and snatching from the clutches of your well-organized routine, a bit of unscheduled plea” – Anonymous
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