Creative Advertising and Memory Retention: A Study of Short-Term and Long-Term Brand Recall from Piyush Pandey’s Campaigns

Creative Advertising and Memory Retention: A Study of Short-Term and Long-Term Brand Recall from Piyush Pandey’s Campaigns.

Kanchan Patil1 Rahul Dadhich2, Surabhi Bharathan 3, Aarya Abhijeet Pardeshi 4, Yash Vora 5,  Tanya Singh6

Kanchan Patil, Asst Professor, BAMMC, Pillai University

Rahul Dadhich, Asst Professor, BAMMC, Pillai University

Surabhi Bharathan, BAMMC, Pillai University

Aarya Abhijeet Pardeshi, BAMMC, Pillai University

Yash Vora, BAMMC, Pillai University

Tanya Singh, BAMMC, Pillai University

ABSTRACT

It is known that people notice and remember products with the help of creative ads. In the modern chaotic media where many people view numerous advertising daily, the better an advertisement is remembered, the better the advertisement is. This paper will focus on how imaginative advertisements make individuals recall the brands in the short term and in the long term. It dwells upon campaigns by Piyush Pandey who is a major Indian advertisement producer. His advertisements contain stories, emotions, culture and straight forward ideas and hence are an excellent example of how creativity impacts on memory.

The research would like to observe how creative advertisement components, such as story flow, emotions, relatable content, culture may assist people to remember brands immediately after viewing them and in the future. It relies on new data through surveys and memory-tests, as well as, examines other studies regarding ad creativity and memory. The study will establish trends between creative design and short- and long-term recollection by comparing the recall ability of various ads by people.

We assume that the findings will reveal that emotionally and culturally resonant ads are better recalled in the long run than fact-giving and selling ads. Creative advertisements are no longer about attractive images or original concepts; they are about the establishment of genuine relationships with people. The study assists us to comprehend how advertisements are effective, and provides helpful insights to students, advertisers and brand planners, regarding how storytelling could contribute to lasting brand memories.

Keywords – [Creative Advertising, Brand Recall, Short Term Memory, Long Term Memory, Consumer Behavior, Emotional Advertising, Storytelling in Advertising, Cultural Relevance, Advertising Effectiveness, Memory Retention, Brand Communication, Indian Advertising Industry, Advertising Creativity, Audience Engagement, Brand Perception]