• Sagar Gokhale,
• Dr. Geetali Tilak

Storytelling, the oldest form of convincing is increasingly used for brand promotion. This is applicable to various brands targeting prospective clients. Some stories are humorous or satirical while some are serious and nostalgic having emotional appeal and long lasting impact. This research paper endeavors to examine the way commercials engage, entertain and inform Indian audience through story telling techniques. The paper sets out to outline how audio visual advertisements appeal Indian audience and the use of values deeply rooted in Indian culture to tell the narrative. Ethos, Pathos, and Logos are modes of persuasion from a long time and Storytelling techniques are used in all these forms. This research paper focuses on emotional aspect i.e. Pathos. Stories that reflect emotions like love, affection, bonding and separation that are used to make a strong appeal. Stories that spread values like humanity, loyalty, reliability, commitment and nationality are used by various brands. This paper also investigates various story formats and messages underlined. The objective of this paper is to study the need for using story telling technique in advertisements and treatment given to these stories. The paper focuses use of social values in Indian context through case study by selecting brands from various sectors. The brands include Fortune, Red Label, Vicks, Anouk and Google.

"BRAND PROMOTION THROUGH STORYTELLING TECHNIQUES: STUDY OF AUDIO VISUAL COMMERCIALS OF SELECTED BRANDS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.163-167, June 2019, Available :http://www.jetir.org/papers/JETIRCX06032.pdf

"BRAND PROMOTION THROUGH STORYTELLING TECHNIQUES: STUDY OF AUDIO VISUAL COMMERCIALS OF SELECTED BRANDS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp163-167, June 2019, Available at : http://www.jetir.org/papers/JETIRCX06032.pdf