Navras: Reflections of Emotions in Advertising

Advertising utilizes human emotions and psychology to influence consumers and eventually build a brand connection. All over the world brands have turned to emotions to achieve awareness, acknowledgement, and engagement. In the Indian setting, these emotional selling prepositions in advertising are Rasa, which elicit the desired response from the audience. The nine different Rasas termed as Navras which reflects nine aesthetic senses that people use to communicate their emotions. The purpose of this paper is to investigate how far Indian advertising have used navbhavs to develop navras in the audience in order to effectively persuade people to buy or consume a certain brand. This establishes the significance of nine rasas and their use in advertising to generate the ideal mood and effectively communicate the brand message.