#ShwetaMicOnHai - Just Another Trend or A Moment for Brands to say #PawriHoRahiHai again!

You call it Moment Marketing or call it a TrendJacking, but brands these days are trying to get closer to audience by making content which is more relatable to their online audience and also make content which has a potential to be shared again.

Thanks to leak audio chat, which became the sensation on the internet, #PawriHoRahiHai seems fading now and brands have folded their screens and are ready to make new memes around #Shweta leaked chat.

As brands look to humanise themselves, an important part of the brand persona is wit, humour and repartee. The consumer chatter between Zomato, Netflix etc. is almost reflective of the witty friends in a group. While this may not add to an immediate product offtake it is the first friend you want at the party. Or the one you speak about with friends. In brandspeak it definitely leads to creating affinity and brand love if done consistently, says Roshan Abbas.

24 Hours Google Trends Data on Shweta Vs Pawri Search Index

Another way to look at it is that Trendjacking is more for loyal customers to remain hooked rather than to help customers choose one brand over another, says Shobhit Tankha. He adds, "The issue is social media managers just share the same post (with no content variation) across all platforms. For example, a hashtag #pawri post on LinkedIn would not do shit, but I see companies publishing them here as well. As the recently old saying goes, Likes and comments do not put food on the table. "

In my view, Trend or Moment Marketing is a perfect opportunity for brands to participate in trending topics and represent the human side of the brand. The ability to take advantage of ongoing events and creating communications & marketing collaterals around such events helps a brand become more viral.

Two reasons,

• A set of Customers are always live, they are a part of 24X7 news cycle, all thanks to the social media platforms.

• It thus becomes a perfect opportunity for a brand to embed themselves into these conversations and what people are talking about.

This makes identification of the brand much easier.

Netizens are always in a hunt of content which they are relate to and is sharable instantly on Whatsapp or Social Platforms. If the brand make make such content, the brand takes the centerstage and easily becomes a part of the conversation.

Breaking from the clutter is very essential in today's context and the brand taking this route should be ok, unless there is no dilution in the brand ethos - Sujith Kumar, Associate Director, Ola

A lot of marketers struggle to move quickly enough to disseminate timely messages on multiple channels, while some others struggle with the creative back and forth required to go to market with a relevant and on-brand campaign. But those who are able to do both are assured of riding the wave of consumer attention. (Source: Webengage.com)

Let's see a few of such viral content from brands: