Chandrayaan-2 launch takes brands over the moon
Vicks, KFC, Bookmyshow, Manforce, Sony, Café Coffee Day set the social media on fire by expressing their pride and happiness for the country through quirky creatives
As the nation rejoiced the successful launch of India’s second moon mission Chandrayaan-2, brands too joined the celebrations. It has become a trend now for brands and marketers to use moments for marketing. Moment marketing not only helps brands to accelerate marketing but also increases interactivity with the audience.
Popular brands such as Vicks, KFC, Bookmyshow, Manforce, Sony, Café Coffee Day, Too Yum and IDFC First Bank set the social media on fire by expressing their pride and happiness for the country through quirky creatives.
Here are few examples of brands that were over the moon on social media by India’s moonshot:
National Stock Exchange
Café Coffee Day
IDFC First Bank
Quick Fox Design
Talking about the trend of moment marketing, Kishore Karumbaiah, CCO and Partner, Langoor Digital Advertising, says in an era where most often the world is hooked on to all kinds of screens, it's important to keep in mind which moment is relevant for a brand to come in contact with their audience.
“Moment marketing works great if the brand knows and understands its audience's emotions and expectations. This directly throws light on how important data is for brands to truly know their audience. So with the right data, and some bit of quick planning, latching on to a particular moment/event can work wonders for the brand,” he says.
Pranabir Singh, Director, Media Planning, DCMN India thinks moment marketing works in an environment where it should be relevant to both the consumers and the brand. Brands are very spontaneous in leveraging their position in the market by encashing the latest happenings in the offline world.
Explaining the dynamics further, Singh says, “It has become necessary for brands to associate. It is not a one-way channel. Both ways interactivity has become the new way out because power has shifted from brands to consumers. Brands are no longer in the authoritative position.”
Brands using pun-intended words and references to market a moment has become quite a practice now.
Shradha Agarwal, COO, Grapes Digital, agrees.
“Today, moment marketing has become an indispensable part of the social strategy for all brands. This helps them in driving engagement which otherwise on product post has gone down drastically, and if pushed organically, it’s minuscule. Today, consumers are more aware and participating in conversations that are talk of the town. Hence, brands are looking at getting attention span of consumers by creating content based on latest news and topicality. Also, today, there is high internet exposure on advertising and marketing efforts made by brands, so PR makes the second most important reasons for marketers to be on top of the latest news with the best quirky content,” she shares.
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