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For a marketer or an advertiser, the most powerful weapon he/she possesses is the wisdom to capitalise on the "now" that he/she has.
To piggyback on a new trend or for that matter to create one, you should have diverse domain knowledge of pop culture and current trends. This may span across movies, web series, sports, news and books, and my dear friend - this is the most underrated weapon in your marketing arsenal these days. At the same time, one must have an innate knack to relate 2 subjects and promoting your brand through that. And to make sure it sparks every time, one must read more books, and consume a lot of ongoing news, memes, and OG pop culture stuff to keep up with the Zomatoes & BlinkIts of the world!
In this busy and super-decked work life, it is always the snackable, non-selling, light-hearted content that works. Something that takes away all the strain and puts a smile on the reader’s face, a momentary getaway from reality. Hence, a super cool meme or a trending activity with a non-selling take is what the brand TG would resonate the maximum with; rather than pushing the brand USPs onto readers’ throats. It's the small things that matter more to a brand loyalist. So, play on it subtly without being too pushy and needy!
Here's a recent template that has triggered a wave on the internet and has hit the right M (marketing) spots:
At times, brand managers may think that everybody is doing it and ours might get subdued, to which one must profess that “chaos isn't a pit but a ladder to brand awareness and engagement”.
Do note that the shelf life of such content is less but the power to adapt with agility and finesse shows the dynamic nature of the brand and how it stays in sync with today. Additionally, people do remember it for a longer span, and, in some cases, it spawns case studies.
"Being in the moment and sticking to the Brand persona is the key to making your brand more affable; without forcing it."
There’s another random example to quote here. Say a pizza brand is launching a new crust (TG sports lovers, PAN India 24-45) during a big Cricket Tournament like a World Test Championship final, this ideology can be used.
Do you know the difference between Lara, Sachin and Dravid? Well, let us explain!
Let’s say Test Cricket is a pizza.
Sachin is the cheese – Delicious. Loved by masses. The essence of it.
Lara is the topping – Veggies/Bacon/Jalapenos etc. Flamboyant to see.
Dravid is the crust (the stalwart of Red ball Cricket)– The foundation. Gets overshadowed by other lucrative layers but if not baked well, the rest won’t taste good.
See? You always have a choice. Find a creative spin to things or keep drowning in the mundane.
Let us beat our own gong and showcase some of the best moment marketing works that we have personally worked on and are still close to our hearts. From the archives of Rajasthan Tourism (Circa 2017-22), here are some of the creative highs on different topics and timings.
2022 | Using Brahmastra’s virality on the Kesariya song.
Just look at the comments. Job = Done!
2018 | Hop on to the popularity of Jaipur Literature Fest, the biggest LIT Fest in Asia, to promote Rajasthan and its lesser-known destinations.
When engagement comes passionately!
2018 | Rajasthan Tourism playing it all cool by joining the Radhika Apte “everywhere” bandwagon using its tagline "Jaane Kya Dikh Jaaye".
This was Rajasthan Tourism’s ‘Like a BOSS’ moment that was immensely appreciated by the younger TG and got enormous reach vide re-shares and re-tweets apart from sassy engagement.
2017 | Rajasthan Tourism leveraging the new season of Game of Thrones to promote its stone manufacturing cities.
It was shared and refurbished by many content houses! A proverbial pat on the back, don’t you think
To all the account managers, media planners, and social cutlets out there: read more books, indulge in fantasy/ fiction, documentaries – whatever excites you off work and convince your brand managers to go for the latest trends that can accentuate brand recall and creative zings!
The time spent chilling is the most productive-self time. Embrace the moment and make it work for your brand!
We are here to help your brand finds it #MomentAstra
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