Communicating Low Involvement brands

'Most FMCG products are low-involvement products and are required by consumers on a day-to-day basis. The buying pattern is more habit-led as compared to high-involvement products whose purchase requires more research. And hence, within a 30-second spot on TV, the advertiser previously was more concerned about communicating the functional benefits of the product, which left a minimal scope for creativity and therefore led to a fatigue in advertising. However, since creating a unique brand promise was/is difficult (considering that most of the products in one category provide more or less similar functional benefits), advertisers since then have gone radically ahead and created unique brand imagery, in fact moving away from the actual qualities of the product.'

- Savreen Gadhoke, 'The Creativity Abnormality'.