Functional / Useful entertainment was seeming like an emerging trend in 2017. The cusp between use value and entertainment value. For a long time, brands have tried to occupy this middle ground between 'do good' and 'feel good'. Maggi tried to say taste bhi...health bhi. The die-hard Maggi fans still have it for the sheer joy of slurping those long-winding noodles. Health is hardly on their mind while consuming or making the decision to buy it. The line taste bhi health just assuages some of the guilt then.
Functional entertainment I feel is when the product delivery lives up to that value. For a lot of folks out there, WhatsApp serves the purpose. For me, a brand that really lives up to the idea is TedTalks.
Time is the last frontier that humans have not been able to conquer. Ironic since time is a man-made concept. Everyone is starting to experience time in fragments and brands that perch themselves in these fragments will start to be viewed differently.
What can I do in the 15 minutes of wait time I have before my next appointment?
What can a rickshaw driver do while waiting at the traffic signal?
What can a street vendor do sitting by the pavement while waiting for his next customer?
Right now - they purely entertain themselves with Insta reels or YouTube videos.
As long as time remains a precious commodity, the category of functional entertainment will grow.
What have you experienced in the space of #functionalentertainment?
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