Brand marketing has always been about building real connections with audiences, but the way we grab their attention has shifted dramatically. One approach that continues to rise in importance is adding a touch of surprise—delivering a twist that nobody saw coming. In an era where attention spans are shrinking, this little spark of the unexpected can make all the difference.
The Psychology of Surprise
When you set up one expectation and then deliver something entirely different, you trigger a momentary feeling of delight or intrigue. People’s minds love predicting what will happen next, so when we catch them off-guard, it often leads to stronger recall and higher engagement. In some cases, that unexpected twist can be the hook that convinces viewers to share an ad simply because they want others to experience that same sense of surprise.
Beyond just grabbing eyeballs, incongruence can also transform how consumers perceive a brand’s personality. Even with a modest budget, a clever twist—like a humorous angle on an otherwise run-of-the-mill product—can spark genuine conversation. Instead of another forgettable campaign, you get people pausing, re-watching, and chatting about what they saw.
The diagram below illustrates the journey a customer experiences when exposed to an unexpected twist in advertising. From grabbing attention to fostering brand loyalty, here’s how surprise transforms engagement:
Striking the Right Balance
Of course, shock value alone isn’t the goal. The key is balancing surprise with consistent branding, so your audience still knows who you are and what you represent. This approach can be especially effective in India, where consumers often embrace familiarity—be it nostalgic tunes, iconic characters, or local humor. When you blend that sense of comfort with a sudden jolt of the unexpected, the result is a brand impression that sticks around far longer than the typical 30-second slot.
It also proves you don’t need celebrity budgets to stand out. If there’s a real understanding of your audience and a knack for creative storytelling, a small brand can make just as big an impact as the largest players. Over time, a well-executed twist not only drives engagement but can also shape how people talk about your brand in their own circles.
Sometimes, the simplest tweak—an unconventional setting, a playful visual gag, or a punchy line—can be the difference between a campaign that fades away and one that’s truly memorable. Pair that with an authentic message, and you have a recipe for content people actually want to see, share, and discuss.
Looking to Add a Twist to Your Brand’s Story?
If you’re ready to break away from predictable campaigns and explore something fresh for your business, our team can help you make that leap. Contact us to see how we can craft a surprising, engaging marketing strategy designed to stand out and spark conversations.
