Mittal, Arun (2013), Spiritual Advertising: Conceptual Framework and Indian Experience,

Marketing by Consciousness, Published by: Spiritual Management Forum, Edited by Rohit Puri, ISBN
978-81923275-5-6, Pp. 47-59.

Spiritual Advertising: Conceptual Framework and Indian

Experience
Dr. Arun Mittal
Assistant Professor, Birla Institute of Technology, Noida Campus
Contact arunmittal1985@gmail.com, M-9873957205

Spiritual advertising conceptually means the advertising with the spiritual meanings, spiritual
content, spiritual messages and spiritual appeal. Though, sometimes it is difficult to define
spiritual advertising as it is a broad concept. According to Waaijman1, the traditional
meaning of spirituality is a process of re-formation. The re-formation aims to recover the
original shape of man, the image of God. To accomplish this, the re-formation is oriented at
a mold, which represents the original shape: in Judaism the Torah, in Christianity Christ, in
Buddhism Buddha, in the Islam Muhammad.
Synder has explained spirituality in a wider perspective. According to him spirituality can be
sought not only through traditional organized religions, but also through movements such as
the feminist theology and green politics. Spirituality is also now associated with mental
health, managing substance abuse, marital functioning, parenting, and coping. It has been
suggested that spirituality also leads to finding purpose and meaning in life
Spirituality is basically identifying the soul as the Karta (Doer) and accepting
unconditionally its permanent connection with god. The power to your soul is given by the
almighty and then it works in a physical human body. Spirituality is somewhere not forgetting
this relationship while doing you worldly tasks.
Advertising and Spirituality:

Waaijman, Kees (2000), Spiritualiteit. Vormen, grondslagen, methoden, Kampen/Gent: Kok/Carmelitana

The above definition of spirituality is just to understand the concept of spirituality and may
not contain all the broad components of spirituality to be used in the field of advertising. In
academics, there is endless research work on spirituality but when we connect it with
advertising we find the work very few and selective. However some of the authors have
really done a thorough work on spiritual advertising too. As per Marmor Patricia and Lee
(2009)2 spirituality in advertising framework has the following components:
The Action

The Big Picture

Letting go

Component

More than instant

Gratification

Constant

Unity of all mankind

examination of Life

Integration with

Long-term Journey

others

Ritualism

Self Actualization

Anything is Possible

Live in Present

Take Responsibility

Gratitude

Transformation

Suffering

Sharing

Some other components (by the author of this article)

Pride except on

Self Recognition

worldly possessions

Egoless and Full of

Positivity and Hope

Wisdom

Doing but Not

Finding life even in

Showing

Non-Living Beings

Self Recognition

Self Motivation

(Product/Brand
Personification)

What is spiritual advertising?

Spiritual advertising basically showcases the product explaining its spiritual needs rather than
regular physical needs of human beings. Spiritual advertisements try to explore the hidden
spirit of a human being by the way of awakening self motivation and by self recognition. The
advertisements with spiritual content focus more on the long term broader aspects showing
concern for the mankind and not on the instant fulfillment of individual needs. Sometimes
2

Marmor-Lavie, Galit, Patricia A. Stout, and Wei-Na Lee (2009), "Spirituality in

Advertising: A New Theoretical Approach," Journal of Media and Religion, 8(1), 1-23.

these advertisements try to teach lesson of life to the viewers and tell them the real meaning
of life in spiritual sense and not in the worldly manner.
The present article explains some of those Indian advertisements which come under the
category of spirituality. Basically, these advertisements will be discussed in the light of the
above given framework.
Spirituality in advertising in Indian advertising is not so direct as emotions and rationality.
However if we analyze in depth we find many examples of spiritual inputs in Indian
advertisements. One of the most important components is of spirituality is Sharing.
Exhibit 1.1
The recent advertisement of Coca-Cola with the theme If it means crazy to make others
happy then Yes I am Crazy (Haan Haan Main Crazy Hoon) showcases few people who
make others happy with their activities such as helping others. The campaign finally shows
a person sharing coca-cola with a hotel guard (in one ad) and with an old man playing role
of Santa on Christmas. One more advertisement of Coca-Cola, of the same campaign
shows a group of three persons in a small restaurant sharing Coca-Cola with the waiter and
making him happy.

This campaign caters something more than just sharing component. The following spiritual
aspects can be observed:
- making someone happy without a cause, greed or any specific reason.
- Accepting craziness in a positive sense if one is making other happy.
- Spreading happiness (a positive phenomenon)
- Cool and charming message which focuses and advocates living in present and enjoying it.
Exhibit 1.2
Coca-Colas musical advertisement Ummeedon Wali Dhoop (the sunshine of hope)
showcased something more positive in correspondence of anything negative. The
advertisement basically was having a song with the title Ummeedon Wali Dhoop where the
theme was that there are less causes to cry and more to laugh. The ad finally concluded with
sharing coca cola and giving the message to celebrate happiness in full not in part.

Exhibit 1.2 focuses upon the sharing (Sharing coca-cola to show friendship), integration
with others (sharing coca-cola results in integration with others) and the action component
of spiritual advertising. However the advertisement also contains positive attitude, optimism
and hope.

Exhibit 1.3
ICICI prudential life insurances companys ad Dil ke poore bachce hain, par Bande
Acche hain (They are completely child at heart but people are good) presented husband,
wife, father and family members taking care of the other family member without showing
or expressing him or her. Some of the major incidents in this advertisement are - father
checks a small wooden bridge before his son and wife walks over it. An old man changes
his chair to save his wife from the sunshine, while she is reading a book. A wife picks up
husbands sweater near to the dressing mirror, when she moves up, husband shuts the
draws of dressing table to save her getting injured without telling her, showing or
expressing. The ad is concluded with the message that those who take care of others and
do not show; we protect them as an insurance company.
When we help or take care of someone without showing, telling or expressing, it becomes
more valuable than an ordinary care. This shows that we love that person, and it is a true
love. This love is not ordinary but special and not regular but spiritual.
The advertisement of ICICI prudential life insurance shows the doing but not showing
component of spiritual advertising. This also contains the action component where spiritual
people actually implement their spiritual thoughts in to action.
Exhibit 1.4
Heros advertisement after its separation from Honda motors was again a spiritual
advertisement. The ad became very popular with the theme Hum Me Hai Hero (we have
hero in ourselves). It was again a music dominated ad like the Coca-colas catering a song
with the main line Hum Me Hai Hero. This advertisement showed general public rather
than professional models doing the lip movements and acting on the song. The ad in fact
invited people to make their own video in the same manner and send to the advertiser and
they can also be included into the advertisement. The song in the ad includes keywords
like Ummed (Hope), Irada (intention of doing something), people have eyes on us etc.

The advertisement discussed in exhibit 1.4 is far away from any sort of gratification, Greed of
fulfillment of any regular course need. It primarily shows the Self Recognition and Self
Motivation components of spiritual advertising. Further, it shows the positivity, hope and
responsibility aspects also, which all are somewhere or the other linked with the spirituality
in advertising.

Exhibit 1.5
In one more advertisement (mainly telecasted in the year 2013) Hero showcased the Hero
bike as a family member. The advertisement again was having a song with an important
line Sagon se bhi Saga hai tu Apna Pariwar hai. (You are nearer than the near ones, like
a family ) which shows Hero bike as a person and Family member. The punch line of the
advertisement approves it Lage aisa family jaisa (Looks like a family member). Apart
from this the whole song connects Hero bike with the family tries to make it a family
member.

The advertisement discussion in Exhibit 1.5 showcases The Big Picture (Looking for
something more than what we can see instantly or in regular course of action) Product
Personification component of spiritual advertising. When some product is presented as a
living being, it is called product personification. When an advertisement shows that a human
being is making such a personal relationship with the product which is not possible in the
normal use of the product then it becomes a part of spiritual advertising.
Exhibit 1.6
In an advertisement titled Lead India of Times of India showed a small kid leading from
the front with a problem where others follow him to solve it. The ad starts showing a big
tree stem lying on the road blocking the traffic completely. Everyone including the
policemen, passangers of buses, autos etc. are sitting quiet and doing nothing. A minister
has been provided some other car on the other side of the tree. A small school boy sees all
this happening from the window of his school bus and walks down. The song in this ad
motivates with the lyrics Falak Pakad Ke Utho, Hawa Pakad Ke Chalo (Get up holding
the sky and walk through holding air). Suddenly rain starts and everybody hides
himself/herself somewhere or the other. The little boy never stops and starts pushing the
tree, though it was impossible to move it for him but he does not give up. Looking at him
and appreciating his courage, slowly other people also join him. All of them ultimately lift
the tree and throw it on the other side to make the traffic move.
.

The advertisement discussed in the Exhibit 1.6 shows mainly the Anything is Possible
aspect of spiritual advertising (A little boy who knows that he cannot even move the tree still
tries. The phrases like holding the sky and air which is not possible, still it is there in this
advertisement.). Further it also includes some other components such as Integration of
Others, Positivity and Hope, Self Motivation etc.
Not only the emotional, patriotic or social advertisements, but some regular ads which have a
regular appeal may give us a spiritual message; the advertisement given in exhibit 1.7 talks
about the same.

Exhibit 1.7
In the ad of Birla Sunlife Insurance, Yuvraj Singh playing cricket and motivating kids tells
about life. The theme is What is going to happen tomorrow, no one knows. He says even
after suffering with cancer I did not ask God why me? Because when I got the man of
the series award in cricket world cup 2011 then also I did not ask God why me? He
further explains about the life and importance of the life insurance when life gives you a
setback. The ad concludes with the line jab tak balla chal raha hai, that chal raha hai.
Jab balla nahin chalega to. (Which means the time till a cricketer is performing, he is
enjoying, when he will stop performing then . ), then of course the life insurance will
help.
. major components of spiritual advertising covered in the ad of Birla Sunlife is Constant
The
Examination of Life and Long Term journey (Planning and securing future with life
insurance).

Exhibit 1.8
In the advertisement of ACC cement an old man tells his grandson about his village where
in a garden of his friend there used to be the sweetest mangos of the world. He tells his
grandson how to reach there. The actual scenes of village during the visit of grandson are
visualized and presented simultaneously when the old man tells about the village. The old
man tells that that the nearest railway station for the village is very small (rather it is big in
fact), only one bus goes to the village (there are so many taxies available), bus only goes to
the bank of river then you will have to catch feri, a small boat (there is a bridge over the
river in fact), there is a very small school where we (the old man) use to sit under a tree
and study. (In fact there is a big school) then ask anyone, where is the garden of Lala
Khoobchand (Oldmans Friend). While showing all this, at many places ACC, the brand
has also been highlighted. The boy meets the Lala Khoobchand and gets mangos for his
grandfather. The grandfather says Mangos are quite same, how is the village. The
grandson who is also enjoying mangos only laughs. The old man asks Why are you
laughing (In fact he was laughing because whatever his grandfather told, nothing was true
now, ACC had transformed each and every place)

The advertisement discussed in the exhibit 1.8 shows the Transformation and Journey of
Life components of spiritual advertising. The ad is much more than just presenting a brand
of cement for construction purpose. It shows that how the constriction done can transform the
whole scenario.
The above advertisements in Indian context are just to define spirituality in a practical
manner. There are many other components of spiritual advertising which have been used by
the Indian advertisers from time to time. For example one advertisement of Godrej No. 1
soap appreciates the nature (appreciating nature is called ritualism in spiritual advertising).
An advertisement of Slice by Katrina Kaif using term Aamsutra (A term derived with the
name of famous Indian scripture which tells the rules of making love Kamsutra) shows the
involvement of your soul while consuming it. In an advertisement of CEAT tyres it is shown
that a doctor clearly refuses a minister, while the later offers him to make money by
corruption. In a similar ad of the same campaign a rich person refuses to marry her metric fail
daughter to a boy asking of dowry of 10 lacks. Both the advertisements appreciate the
characters of doctor and rich father who clearly refused do something wrong, just for the
instant gratification and spirituality is something beyond instant gratification. Here we
assume that all of a sudden the decision taken by them at that point of time was not governed
by their mind but by their soul. The tyres advertised in this campaign have a very tight grip
on road and that tight grip tells I know where to stop. Your mind sometimes may not make
those calculations but your soul can.

Conclusion:
Spiritual advertising is however a less worked topic in the Indian context. This article tries to
throw some light on some of the important aspects of spirituality. A spiritual person do not
devote time and energy for the instant and individual gratification, regular course of life for
physical fulfillment, worldly tasks and possessions etc. rather a spiritual person lives life do
something big, think different and beyond the normal mental thought process, accepts the
realities of life and go ahead for the fulfillment of soul rather than body.
We all know that advertisements always have a motive. This motive is stressed more and
more to sell the product in the ad copies. Basically the need for being spiritual is also a
motive of mankind but it is a sub-conscious or unconscious motive. However this is also true
that we try to satisfy the spiritual needs also and then the spiritual advertisements help is find
a suitable product.
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