‘Moment marketing’ is definitely the most popular term among brands these days as its pretty evident with so many conversations being initiated by some viral contexts. It has opened doors for brands to reach their target audience in a quick time at a fairly marginal cost.
Ever since ‘PaatalLok’ premiered on Amazon Prime Video, the crime thriller web series has been receiving rave reviews, several big brands took the opportunity to highlight this moment.
Brands shared creatives depicting ‘SwargLok’, ‘DhartiLok’ and ‘PaatalLok’, the idea was to create the hype for the series and engage with the consumer around the news who are following the ‘moment’. Below are some of the interesting creatives that caught our attention
Medianews4u reached out to Harsh Shah, Senior Vice President- Account Management, DentsuWebchutney to understand how PaatalLok created a wave among brands
According to Harsh Shah, Senior Vice President- Account Management, DentsuWebchutney “With PaatalLok, the timing was perfect, the show came in at the right time and with some solid content, dialogues and performances, audience had gotten used to switching on their OTT platforms even during the prime time. Spot which TV has ruled for decades. It gave everyone, including brands time to consume the show and pick up nuances that struck gold in the meme world. More than the platforms, content will always strike a ‘viral’ (hate to use the word) conversation. Sacred Games did it and now PaatalLok and Mahabharat.”
Speaking on how OTT platforms are steadily delivering content Shah said, “OTT platforms are delivering the content, once on the distribution channel, content is on its own. The key trend to keep an eye on would be once the production opens up and TV is back with fresh content, how will Indians behave and who will enjoy the prime-time spot.”
Talking about the pros and cons of this move Shah said, “With moment marketing, not doing is as important as doing something, identify the ones that can keep it close to the brand and yet drive some entertainment value to the consumer. Consumers are getting pickier and more discerning by the day, they are able to distinguish a pure sell by the brand versus when the brand is just having fun and delivering the brand message cleverly.”
“It is important to have a quick impact analysis of the idea. There will be a lot of ideas, the elimination process has to quick and effective. For brands, it is important to have a small check-list, that will help you with identify those ‘let give this a pass’ moments.”
Highlighting on why should marketers do to create such viral topics of conversation to which Shah said, “Planning and agility is the key to make campaigns based on real-time moments feel authentic and memorable. Planning so that you have a team earmarked to take care of ongoing marketing efforts and has bandwidth to take up and execute real-time moments. Agility because you need to be quick in thinking and quicker in execution. It is critical to have clear insights into audiences and sentiment, once you have that – it is easy to build upon this with context of the moment.”
“It is important to understand that the consumer is busy savouring the moment and if you try to layer this too much brand ethos, communication and then the product, it will only make the consumer confused or worse, even repel them. Simplicity of thought an execution is key, all of this while you respect the moment and the consumer” concluded Shah.