People will forget what you said, people will forget what you did, but people will never forget how you made them feel.

Have you ever noticed how even the smallest decisions we make are often driven by emotions? Like when you see a glass of water sitting too close to the edge of a table—you instinctively move it to the center. Sure, it seems like a logical move, but it’s really driven by a feeling: the anxiety of seeing it fall and spill.

This emotional decision-making isn’t just a personal quirk—it’s a tool brands are using to their advantage. More and more companies are switching up their marketing strategies, focusing on creating emotional connections with their audiences.

Take OYO’s recent campaign, #RishtaThodaKhiskaHai, for example. Released around Valentine’s Day, it’s a series of heartwarming short films featuring Neena Gupta and Swanand Kirkire. The campaign beautifully captures the quirks and coziness of long-term relationships. One of the films already has over 4 million views in just a week! You can check it out here.

This kind of approach is called emotional marketing. Let’s unpack what it is and why it works so well.

Emotional marketing is all about tapping into the feelings that guide our decisions. While there’s a whole spectrum of emotions, marketers tend to focus on four big ones: happiness, sadness, fear, and anger.

• Happiness: Ads that make you feel warm and fuzzy are the kind you want to share. They spread positivity and give you a reason to connect with others.
• Sadness: A moving story or heartfelt message can hold your attention, leaving a lasting impression. These ads stick with you long after they end.
• Fear: It’s not about scaring you but being there for you in tough times. Remember how, during the pandemic, Swiggy and Zomato stepped up? They didn’t just deliver food; they brought groceries and essentials, showing they had your back.
• Anger: This one’s tricky but effective when done right. Think of campaigns highlighting environmental issues. They stir outrage, sparking conversations and pushing people toward more sustainable choices. Here’s a powerful example here.

By tapping into these emotions, brands don’t just sell products—they create memorable experiences.

There are a few ways brands leverage emotions to connect with their audience:

This is about building a deep, long-term bond with consumers. A great example is Apple’s “Think Different” campaign. It wasn’t just about selling gadgets; it made people feel like part of a movement, inspiring them to see themselves as innovators. That emotional connection helped Apple build one of the most loyal customer bases ever. Watch the campaign here.

These are the ads that pull at your heartstrings. Think about Cadbury Dairy Milk—they’ve mastered the art of evoking love and warmth in their campaigns. Whether it’s celebrating family moments or romantic ones, they create a feeling that their chocolates belong in life’s sweetest moments.

Everyone loves a good story. Brands use storytelling to weave narratives that resonate with their audience. The more relatable or emotional the story, the more likely you’ll remember their products when it’s time to buy.

In today’s world, where we’re constantly bombarded with ads and information, emotional marketing helps brands cut through the noise. People don’t just want products—they want to feel something, to connect on a deeper level.

Take Maggi, for example. When it was banned in India back in 2015, many people were hesitant to buy it again, even after the ban was lifted. But Maggi made a comeback because it’s more than just noodles for most Indians—it’s a piece of home, childhood, and comfort. By tapping into that emotional connection, Nestlé rebuilt trust and loyalty.

Emotional marketing works because it speaks to something universal: our feelings. When brands connect with us on a personal level, they become more than just companies—they become part of our lives.

So, what do you think? Isn’t it time more brands leaned into emotional marketing? After all, it’s the ones that touch our hearts that we remember and stick with.