Brands roll out topical spots latching on to the onion price hike

Amul, Flipkart, HDFC, Jio News and Swiggy were some of the brands that were quick to leverage the moment while establishing a creative connect with their brand offerings

e4m by exchange4media Staff
Updated: Dec 16, 2019 9:40 AM
Onion Ads

The conversations around the skyrocketing onion prices in the country are actually having a moment. And making the most of this moment are brands-both big and small, putting out funny, interactive, relatable spots on the issue while keeping their brand and its offerings on the spotlight. Brands across categories embraced the moment and have been winning hearts with topical ads on their digital platforms. While not all succeeded in grabbing eye-balls, some not just did it fast but also got it right.

One of the most appreciated one has to be Amul’s. The brand’s Twitter handle shared the latest ad with the Amul girl juggling three onions and the slogan: “Kaho na pyaaz hain.” The line also alludes to the name one of Bollywood's biggest blockbuster movies, Kaho na pyaar hain. This time around as well, people on the internet have heaped praises on Amul’s creative team for coming up with yet another socially-relevant commentary in the form of a slogan.

Meanwhile, food delivery brand Swiggy also created a tongue-in-cheek post which read, ‘I’ll pay later? Kanda broke right now.'

E-commerce company Flipkart put out a post drawing parallels to how onion prices are making the nation cry while wishing superstar- Rajnikanth on his 69th birthday and describing him as someone who can make anything happen.

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HDFC Bank also capitalised on the moment to promote their HDFC End of Decade Sale that offers 23% savings on purchases with HDFC Bank cards & EasyEMI. Another player in the category- Bajaj Finserv’s spot which read ‘Own your dream onion’ also managed to crack people up.

Jio News, News 18,  Justdial, ZEE5 were other brands who caught on the moment while promoting their offerings. To add the fun element, brands used puns like ‘Dekho magar pyaaz se’, ‘Pyaar nahi, pyaaz chahiye’, ‘kaanda hai sadaa ke liye’ etc.

Furthermore, small brands and businesses also ensured they ride the wave by putting out interactive, funny posts on the issue that fetched them visibility and attention. 

Some of these ads successfully extended these moments into response­-driven conversations, thereby building meaningful consumer relationships that result in increased value and opportunity. After all, real-time marketing is a serious mandate for brands, but the average execution shouldn’t be “just another quick-serve digital ad” with no lasting impact.

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