They’re everywhere. Whether you hate them or love them, you’ve seen them everywhere. What once started as a way of expressing emotions on mobile has now become the fastest growing language. Emojis are everywhere!

Emojis reached their peak popularity last year when  tears-of-joy-emoji  was crowned ‘word of the year’ by Oxford Dictionary. Instagram recently revealed that ever since Apple added an emoji keyboard to iOS, nearly half of Instagram’s photos have been tagged with an emoji.

As we reach almost 2 billion smartphone users worldwide, mobiles and tablets are increasingly becoming the device of the generation. With the availability of information being widespread, there is a large battle being fought by brands to gain customers’ attention. Brands are being to forced to relate with their audiences through short and emotional means. Emoji’s help convey complex thoughts and emotions through simple pictographs.

As millennials are an important demographic to reach, brands are trying to reach out to the millennials through the emoji craze. It is important marketers understand and monitor, and sometimes even use emojis in communicating their brand’s message.

Consider Bud Light’s fourth of July tweet. Bud Light tweeted out the American flag made of Old Glory Stars, American Flags and Beers. The brand found an innovative yet simple way to connect with their audience.

Despite being crass, Deadpool revitalized old-age advertising using billboards through simple ‘emoji-play’.

Of the 6 billion emojis that are sent worldwide on a daily basis, 2 billion of them are sent in India, and there has been a steady rise in their use. India is no longer a stranger to emoji marketing with some of the country’s leading brands adopting Emoji Marketing.

pepsi emojis

Pepsi recently launched their global emoji campaign #PepsiMoji in India with ‘Jaisa Mood, Waisi Pepsi’. To start off their campaign, Pepsi made emoji avatars of several Indian business leaders, and sent them customized bottles. Through this campaign, Pepsi aims to start a conversation among the country’s youth and create brand relevance. 38 #PepsiMoji designs have been made available to Indian consumers.

Durex, in preparation of World Aids Day last year, launched the #CondomEmoji campaign to bring a Condom Emoji to life. Durex admirably managed to combine a social cause with a creative campaign.

Vodafone generated 90 million impressions in 2 days through their #BeSuper and #HakkeBakke campaign. The campaign launched their much loved ZooZoos in an emoji avatar.

India’s large population makes it essential for consumer brands to stay relevant with their audiences. Indian brands have the unique opportunity to localize and own emojis. India consists of the world’s largest millennial population. Given India’s rich tradition and culture, emojis can be made culture specific that will resonate with the Indian audience. Emojis present a greenfield of opportunities in that they are not just a digital phenomenon, but can also be applied to offline mediums.

Emojis represent the essence of new-age marketing: storytelling that creates engagement, and they represent a good opportunity for Indian brands to take the lead in their industries!

After all, emojis speak louder than words.