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MARKETING THE MOMENT

BY Beryl Menezes

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With multiple brands fighting for consumer eyeballs today and several ads being skipped on TV or OTT platforms, brands have taken to cashing in on certain memorable moments which consumers are talking about or creating such unique moments on a digital platform. Not only is it cost-effective, but can also help brands connect with audiences in such a way as to drive both lasting engagement and impulse buying. Indeed, these are all opportunities for brands to create moments that consumers will remember long after the campaign is over, thus associating that moment forever with the brand.

While Paytm is credited with starting the moment marketing trend in a big way in 2016 with its famous ‘PaytmKaro!’ campaign during the demonetization wave, Amul introduced India to moment marketing through its topical campaigns right from 1966, which till date garner a disproportionate amount of brand love. In the last one year or so, Twitter has given rise to several ‘moments’ with a tweet often being the spark to moment marketing campaigns by brands (think #RahulBosebananamoment, Zomato tweet telling consumers to eat home food sometimes). 

Recently, events like the IPL, ICC Cricket World Cup, and General Elections have given rise to a flurry of brand campaigns around them, juxtaposed with popular shows like Game of Thrones and Stranger Things, the Avengers: Endgame movie and trending moments around the Chandrayaan-2 lunar mission, Hima Das winning gold medals, FaceApp challenge, #10yearchallenge and most recently, the Rahul Bose tweet about being charged Rs 442 for two bananas at JW Marriott. 

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