Authors: Gundu keerthi
Abstract: Storytelling has emerged as a powerful communication strategy in contemporary advertising, enabling brands to move beyond product-centered promotion and establish meaningful emotional connections with consumers. This study examines the role of storytelling in advertising and its contribution to enhancing brand awareness, with particular reference to Canva, a widely used visual communication and design platform. The study explores how Canva uses narratives, relatable experiences, visual content, user-generated stories, and emotionally engaging campaigns to communicate its brand identity and values. It focuses on the relationship between storytelling elements and consumers’ ability to recognize, recall, and associate themselves with the brand. The study also considers how digital and social media platforms amplify storytelling by encouraging audience interaction and content sharing. A descriptive and analytical approach is proposed to examine the effectiveness of storytelling in creating brand visibility and strengthening consumer engagement. The study suggests that consistent, authentic, and visually compelling narratives can enhance brand recognition and recall while contributing to stronger consumer-brand relationships. The findings are expected to provide useful insights for marketers seeking to integrate storytelling into advertising strategies and strengthen brand awareness in an increasingly competitive digital environment.
