International Journal of Science, Engineering and TechnologyAuthors: Bhagyashri M
Abstract: Advertising has evolved from a mere transactional tool to a powerful emotional conduit that shapes consumer perceptions and behaviors. In the fast-moving consumer goods (FMCG) sector, emotional advertising has become a cornerstone strategy for building brand loyalty and enhancing brand recall. This study examines the effectiveness of emotional advertising in fostering brand recall, with a focused analysis on Cadbury Dairy Milk, one of India's most iconic chocolate brands. The research investigates how emotional cues embedded in advertisements — including nostalgia, joy, love, and familial warmth — influence the depth and durability of brand memory among consumers. A descriptive and analytical research design was adopted, employing a structured questionnaire administered to 150 respondents across urban demographics. The findings reveal that emotionally charged advertisements not only outperform rational or information-based advertisements in recall but also strengthen brand identity and consumer affinity over time. Cadbury's long-running campaigns such as 'Kuch Meetha Ho Jaaye' and 'Real Taste of Life' were found to have exceptionally high spontaneous recall rates, suggesting that consistent emotional messaging creates enduring mental imprints. The study further explores the mediating role of emotional intensity, repetition frequency, and storytelling quality in shaping recall outcomes. Managerial implications are discussed for advertising professionals and brand strategists aiming to leverage emotional intelligence in campaign design. The study contributes to the growing body of literature on affective advertising and consumer neuroscience, offering actionable insights for achieving sustainable competitive advantage through emotional brand equity.
DOI: http://doi.org/10.5281/zenodo.20557249
