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    453 Muskan Valbani Voluntary Assignment

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    Muskan Valbani
    The document discusses how various brands capitalized on the viral social media moment created by actor Rahul Bose tweeting about being overcharged for bananas at a hotel. When the tweet went viral, several brands quickly created witty social media posts and ad campaigns referencing the incident. This allowed them to engage audiences by highlighting relevance to a trending topic. While some brands benefited from fast initial reactions, experts cautioned overusing the moment could create a bandwagon effect and diminish returns. The case demonstrates how moment marketing can leverage current events to connect with consumers on social media.

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    453 Muskan Valbani Voluntary Assignment

    Uploaded by

    Muskan Valbani
    29 views3 pages
    The document discusses how various brands capitalized on the viral social media moment created by actor Rahul Bose tweeting about being overcharged for bananas at a hotel. When the tweet went viral, several brands quickly created witty social media posts and ad campaigns referencing the incident. This allowed them to engage audiences by highlighting relevance to a trending topic. While some brands benefited from fast initial reactions, experts cautioned overusing the moment could create a bandwagon effect and diminish returns. The case demonstrates how moment marketing can leverage current events to connect with consumers on social media.

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    The document discusses how various brands capitalized on the viral social media moment created by actor Rahul Bose tweeting about being overcharged for bananas at a hotel. When the tweet went viral, several brands quickly created witty social media posts and ad campaigns referencing the incident. This allowed them to engage audiences by highlighting relevance to a trending topic. While some brands benefited from fast initial reactions, experts cautioned overusing the moment could create a bandwagon effect and diminish returns. The case demonstrates how moment marketing can leverage current events to connect with consumers on social media.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    29 views3 pages

    453 Muskan Valbani Voluntary Assignment

    Uploaded by

    Muskan Valbani
    The document discusses how various brands capitalized on the viral social media moment created by actor Rahul Bose tweeting about being overcharged for bananas at a hotel. When the tweet went viral, several brands quickly created witty social media posts and ad campaigns referencing the incident. This allowed them to engage audiences by highlighting relevance to a trending topic. While some brands benefited from fast initial reactions, experts cautioned overusing the moment could create a bandwagon effect and diminish returns. The case demonstrates how moment marketing can leverage current events to connect with consumers on social media.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    THE POWER OF SOCIAL MEDIA- MOMENT MARKETING

    The relevant article: attached as a PDF

    Link: https://economictimes.indiatimes.com/industry/services/advertising/rahul-bose-banana-
    moment-turns-into-an-ad-campaign-for-many-brands/articleshow/70442373.cms

    Summary of the article:

    The article outlines the diverse reactions of various related (rivals) and unrelated businesses to the
    JW Marriott’s infamous ‘Hashtag Rahul Bose moment’. Rahul Bose, an Indian film actor, director and
    social activist was shooting in Chandigarh and while his stay at Hotel JW Marriott, Chandigarh he was
    charged ₹442.50 for 2 bananas, an insanely high amount! The aftermath, Rahul Bose tweeted a
    video sharing his “sarcastically great” experience with the hotel and this went viral within hours. In
    reaction to this, marketers ranging from Reliance Retail, Nature’s Basket, Amazon Prime, PepsiCo,
    Pizza Hut and hospitality firm Oyo among others came up with spoof ads based on the episode soon
    after Bose’s tweet about it went viral.

    Moreover, management of various companies also talked about the importance of social media,
    changing digital landscape and the fun element sought in recent marketing activities. Chief Product
    Officer of Policybazaar.com talked about the opportunity to connect with the audience in a relatable
    manner via such trending moments, Pepsi Co’s marketing director highlighted their ‘Always On’
    social media strategy and Pizza Hut’s chief brand & customer officer, Prashant Gaur also mentioned how
    creation of relevant topical content that resonates with consumers is key to their digital strategy,
    Brand specialist and social commentator Santosh Desai said: “It’s a meme worthy kind of event and
    presents a good opportunity for brands, but not a lasting kind of thing. The first brands which react
    quickly and wittily to this would benefit, but if too many brands do similar things, it becomes a
    bandwagon then the advantage is lost.”

    Analysis:

    The above case is a classic example of a great implementation of Moment Marketing. Moment
    marketing is all about capitalising on just the right message on just the right moment by aligning the
    content and the context wherein offline experiences (like tv shows etc, here the Rahul Bose
    experience) are used to trigger Online interaction. Moment Marketing has very recently gained
    importance mainly due to the rise of social media which has a dual impact – a) influencer marketing
    has gained popularity along with a lot of sharing of information and reviews and reliance of
    customers’ on eachothers reviews and b) The spontaneity with which marketers can react to any
    instance. The above article will be analysed in two phases.

    I. The impact on Hotel JW MARRIOTT


    1. The GST trouble: A 3 member team formed by the Excise and Taxation department
    confiscated all the relevant records following actor Rahul Bose's on being billed
    exorbitantly for 2 bananas. According to the GST law, fresh fruits cannot be taxed at
    all and the law dictates that the tax is to be levied only on a taxable item. Thus the
    hotel was fined with ₹25000
    2. The Brand Dilution: A mere amount of ₹25000 is nothing for a brand as huge as JW
    yet the incident challenged the Brand’s core value of “We Act with Integrity” thus
    leading to strong negative reviews by public with a certain section of consumers
    sharing their own unjust and similar experience with JW on the social media as a
    chain effect to Rahul Bose’s tweet. Reportedly, JW Marriott witnessed 7% more than
    regular cancellations of occupancies in the following month.
    3. Provided a chance to competitors to capitalise on the opportunity: 2 of the annual
    conferences of Tech Mahindra, Chandigarh and Infosys held in July that are routinely
    hosted by JW didn’t happen in JW this year. The competitors capitalised on this
    temporary, short opportunity to bul=ild on their own brand

    II. The benefits reaped by competitors


    The initial reactors: the early reactors were Amazon, OYO, Policy Bazaar, The Park,
    Nature’s Basket, Pizza Hut and a few others who could reap the following benefits:
    a. High relatability with the consumers: Since the mere picture of a banana or a
    number of ₹442.50 in the communication mix caught the very attention of every
    consumer, these companies extensively used the instance in the form of Snippets
    thus engaging in Micro-moment marketing which in order to be prompt in action
    b. A “Meme” material: Most of the initial movers rolled out social media hashtags or
    campaigns in the form of snippets which became trending memes amongst social
    media users and thus helped gain quick attention and popularity as well as
    appreciation for creativity amongst consumers.
    c. Peer to Peer advocacy to generate brand awareness: Policy Bazaar could create
    awareness around insurance with a sprinkle of entertainment on the side. Similarly
    other companies too found out similar ways

    AMUL, REDFM and CHUMBAK have been pioneers in Indian brands who have historically
    used moment marketing to great extents for successful gain of customer interests
    Although if too many brands do similar things, it becomes a bandwagon then the
    advantage is lost

    Conclusion:

    Approximately 70% of online consumers believe that the quality, timing, or relevance of a company’s
    marketing communication influences ones perception of a brand. More than 2 billion Google
    searches are made daily and so there is no wonder that 91% of smartphone users will look up
    information while in the middle of a task. Finding ways to be there in those fleeting moments of
    inquiry encourage your consumer to stick around. And that is where companies can learn how
    moment marketing has high power and sometimes being reactive can also be beneficial than being
    proactive.

    In context of the AIDA model of communication, Moment Marketing majorly focuses on generating
    Interest or awareness.

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