Stories sell but data tells that complex advertisements aimed at rural Indians may be missing the mark. Ads for rural markets should tone down metaphors and allow products to take centre stage with a clear and simple narrative, a study by marketing data and analytics company Kantar shows. Kantar’s Creative Effective Study highlights how companies have to position their products and brands differently to suit the tone and tenor of urban and rural markets. This is in sharp contrast to global markets where complex techniques like hyperbole, mood, and imagery are used. According to the study, for rural advertising, cultural context and familiarity are crucial. Companies should ensure that the product is visible up front to enhance recall and prevent it from getting lost in the clutter. Soumya Mohanty, MD & chief client officer, south Asia, insights division, Kantar, suggests that companies should not reduce marketing spends during economic slowdowns but instead create ads that convince and compel consumers to make purchases. The study draws insights from over 1,400 creatives across categories, markets, and media formats in 2022, with the aim of helping consumer-centric and FMCG companies plan impactful ad spends. One significant trend identified is the increasing relevance of short-format ads on television. Companies are turning to 15-second ads to capture fleeting attention and maximize the impact with reduced marketing spends. Crafting impactful short-format ads requires a different approach from traditional 30-second ads, as viewers are exposed to ads on digital and social platforms. Prasanna Kumar, executive VP, south Asia, insights division, Kantar, explains that sharpness and singularity in scripting and visualisation are essential to engage consumers without sacrificing attention. Read more for insights on planning impactful ad spends in rural markets.