D-CODE: Tanmay Bhat on what made AIB’s Facebook prank event ‘Pyaar Ek Dhoka Hai’ viral
Bhat was speaking at the launch of The Ad Club’s inaugural annual Digital Review: D-CODE
The Ad Club on Wednesday held its inaugural annual Digital Review: D-CODE. The event brought together stalwarts from across the industry. The show-stopper of the evening, however, was Tanmay Bhat, Co-Founder of AIB.
Bhat delivered marketing mantras to a room full of senior executives, truly demonstrating how the digital medium is the ultimate equaliser.
His common refrain for the evening: Young people are stupid! Because what else explains the manner in which an innocuous prank Facebook event created by AIB's social media team asking people to scream ‘pyaar ek dhoka hai’ went viral in February this year?, he wondered.
Bhat decoded the inexplicable phenomenon that was ‘pyaar ek dhoka hai’, giving marketers a sneak peek into how a campaign can go viral.
According to Bhat, the event worked as it checked some important boxes: it was opinionated, it went anti-love, it was relatable- all singles finally had an outlet, it called out the bullshit of Valentine's Day and created positivity for singles who generally are down in the dumps during Valentine's Day.
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