Moment marketing is a strategy in which brands aim to create and capitalize on timely, relevant, and opportunistic marketing campaigns in real-time. It involves using current events, trends, and cultural phenomena as a way to engage with consumers and create a sense of immediacy and relevance for the brand.
In India, moment marketing is growing in popularity as a way for brands to connect with consumers in a more authentic and meaningful way. With the rise of social media and the increasing prevalence of real-time communication, it has become easier for brands to identify and respond to timely opportunities to engage with their audience.
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Indian brands are using moment marketing in a variety of ways, such as creating campaigns around major sporting events, cultural festivals, and national holidays. They are also using real-time data and analytics to identify trends and emerging topics of interest, and then creating campaigns that tap into those trends in a timely and relevant way.
Overall, moment marketing is an increasingly important tool for brands in India looking to stay relevant and engage with consumers in a meaningful way.
Here are a few examples of moment marketing campaigns that have been successful in India:
Durex’s #CondomEmoji campaign
In 2017, Durex India launched a campaign called #CondomEmoji to raise awareness about safe sex and the importance of using condoms. The campaign was timed to coincide with World AIDS Day and involved creating a social media emoji that could be used in tweets and Facebook posts. The campaign was a success, with the #CondomEmoji trending on social media and generating a significant amount of media attention.
Coca-Cola’s #ThandaMatlabCocaCola campaign
During the summer months in India, temperatures can reach over 100 degrees Fahrenheit, making it a hot and thirsty time of year. In 2015, Coca-Cola launched a campaign called #ThandaMatlabCocaCola (which translates to “cold means Coca-Cola”) to promote its drinks as a refreshing option during the hot weather. The campaign included TV commercials, outdoor advertising, and social media posts, and was successful in increasing Coca-Cola’s sales during the summer months.
Amazon’s Diwali campaign
Diwali is a major holiday in India, and in 2017, Amazon launched a campaign to coincide with the holiday. The campaign included TV commercials, print ads, and social media posts that highlighted the variety of products available on the Amazon India website. The campaign was successful in driving traffic to the website and increasing sales during the holiday season.
Zomato’s #FoodForAll campaign
In 2020, during the Covid-19 pandemic, food delivery service Zomato launched a campaign called #FoodForAll provides free meals to people in need. The campaign was supported by donations from Zomato’s customers, and the company partnered with local NGOs to distribute the meals to those in need. The campaign was successful in not only providing much-needed meals to people during a difficult time, but also in positioning Zomato as a socially responsible company.
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Cadbury’s #SpreadTheJoy campaign
During the Covid-19 pandemic, many people were feeling isolated and stressed, and chocolate brand Cadbury launched a campaign called #SpreadTheJoy to help bring some cheer to people’s lives. The campaign included social media posts with positive messages, and Cadbury also partnered with influencers to create content that spread joy and positivity.
Uber’s #UberEATS campaign
UberEATS is a food delivery service in India, and in 2020, the company launched a campaign called #UberEATS to promote its services. The campaign included social media posts, TV commercials, and partnerships with local restaurants to create special deals and promotions. The campaign was successful in increasing awareness of UberEATS and driving traffic to the app.
Nike’s #BleedBlue campaign
During the 2019 Cricket World Cup, Nike launched a campaign called #BleedBlue to support the Indian national cricket team. The campaign included social media posts, TV commercials, and merchandise featuring the campaign slogan and hashtag. The campaign was successful in generating buzz and excitement around the Cricket World Cup, and in positioning Nike as a brand that supports sports and athletic achievement.
Nestle’s #KitKatBreak campaign
KitKat is a popular chocolate brand in India, and in 2020, Nestle launched a campaign called #KitKatBreak to promote the brand. The campaign included social media posts, TV commercials, and partnerships with influencers to create content that encouraged people to take a break and enjoy a KitKat. The campaign was successful in increasing sales of KitKat and positioning the brand as a go-to snack for taking a break.
Flipkart’s #BigBillionDays campaign
Flipkart is an e-commerce company in India, and every year, the company holds a sale called the Big Billion Days. In 2020, Flipkart launched a campaign called #BigBillionDays to promote the sale and drive traffic to the website. The campaign included social media posts, TV commercials, and partnerships with brands to create special deals and promotions. The campaign was successful in driving traffic to the website and increasing sales during the sale period.