Top Trends in Moment Marketing 2024

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Moment marketing has become a powerful tool in India, with brands leveraging real-time events to connect with their audience. Here are the top 10 moment marketing examples of all time in India:

Amul’s Topical Advertising

• Overview: Amul’s iconic billboards have been a staple of moment marketing in India for decades. Their witty and timely ads reflect current events, ranging from political happenings to cricket victories.
• Notable Example: During the 2011 Cricket World Cup win, Amul released an ad featuring the tagline “Woh ho gaya na, World Cup jeet gaya na,” perfectly capturing the national sentiment.

Zomato’s Quirky Campaigns

• Overview: Zomato is known for its quick and humorous social media responses to trending topics. They often tie in food references with current events.
• Notable Example: During the 2019 Lok Sabha elections, Zomato cleverly tweeted, “I will only vote for the party that promises free biryani on all Sundays.”

Netflix India’s Pop Culture References

• Overview: Netflix India frequently taps into trending pop culture moments to promote its shows, often with a humorous twist.
• Notable Example: When the Indian government announced a lockdown in 2020, Netflix India tweeted, “We had no idea our ‘Stay In’ plan would be taken this seriously.”

Durex’s Clever Wordplay

• Overview: Durex has consistently used moment marketing to promote safe sex through clever wordplay and innuendos.
• Notable Example: During the release of the iPhone X, Durex tweeted, “iPhone XXX,” playing on the new phone’s name and their brand’s theme.

Fevicol’s Iconic Ads

• Overview: Fevicol has a history of creating memorable ads that resonate with current events while emphasizing their product’s strength.
• Notable Example: After the Union Budget in 2012, Fevicol released a print ad with the tagline “Budget mein mazboot jod,” capitalizing on the budget announcement to promote their adhesive.

Ola’s Social Media Savvy

• Overview: Ola Cabs has leveraged moment marketing by responding to transportation-related events and trends with relevant content.
• Notable Example: During the 2019 floods in Mumbai, Ola offered boat rides in waterlogged areas, and their social media team quickly turned it into a viral moment.

Maggie’s Comeback Campaign

• Overview: After the Maggi ban in 2015, the brand used moment marketing to announce its comeback, tapping into the emotional connection Indians have with the product.
• Notable Example: Maggi’s “We Missed You Too” campaign after the ban was lifted became a viral sensation, emphasizing the brand’s strong bond with its consumers.

Dairy Milk’s #MyCadburyShop Campaign

• Overview: Cadbury Dairy Milk has consistently used moment marketing to create campaigns that resonate with Indian festivals and cultural moments.
• Notable Example: During Diwali 2020, Cadbury launched the #MyCadburyShop campaign, encouraging local shopkeepers to go digital, which resonated with the ‘vocal for local’ sentiment.

Paytm’s Demonetization Campaign

• Overview: Paytm quickly capitalized on the demonetization announcement in 2016 by promoting their digital wallet services.
• Notable Example: Their “Ab ATM Nahin, Paytm Karo” campaign went viral overnight, aligning perfectly with the country’s sudden need for cashless transactions.

Swiggy’s IPL Integrations

• Overview: Swiggy has masterfully used moment marketing during the IPL seasons, tying in food delivery with cricket fever.
• Notable Example: During the IPL 2019 final, Swiggy’s live tweets and offers based on match events, like “Order before the next six,” created huge engagement and sales spikes.

Photo by Mailchimp on Unsplash

These examples demonstrate how brands in India have successfully used moment marketing to create strong connections with their audience, leveraging real-time events to drive engagement and brand awareness. Read more about the 8Ms in marketing here.