EXPLORING THE IMPACT OF VISUAL STORYTELLING THROUGH ILLUSTRATIONS IN INDIAN ADVERTISING.

Abstract [English]

Visual storytelling is an approach to communicating brand messages to their target audience in an effective manner. Human easily understands abstract concepts through storytelling shown through different types of visual elements like photographs, illustrations, etc. Several brands use illustrations in their campaigns to build a connection with their target consumer and try to depict the brand’s values, attitudes, and emotions. Illustrations sometimes help a brand build a unique identity that helps them differentiate their brand from another. This paper aims to analyze the possibilities of using illustration as a visual expression in brand storytelling to increase the effectiveness of advertising messages based on the available case studies. A descriptive methodology has been adopted to analyze the impact of using illustrations by the brand for their campaign to increase effectiveness and recognition. After a thorough analysis, it has been found that using illustration for storytelling can have a positive impact on consumers and can increase brand differentiation with their rival brands.