"Moment Marketing- An emerging trend in India"

Ms. Charushi Jain

Assistant Professor 

Department of Commerce & Management

Poddar International College

In recent years, moment marketing has emerged as a pivotal trend in India's dynamic marketing landscape, garnering significant attention and adoption across various industries. At Poddar Group of Institutions, this phenomenon is not just acknowledged but actively integrated into the curriculum for management students.

With the ever-evolving digital realm and the omnipresence of social media platforms, the ability to capitalize on real-time events and trends has become a crucial skill for marketers. Recognizing this shift, Poddar Group of Institutions has incorporated moment marketing into its marketing education framework, ensuring that students are equipped with the latest industry practices and insights.

Moment marketing, also known as real-time marketing, is indeed an emerging trend not only in India but also globally. It involves brands leveraging current events, trends, or cultural moments to create relevant and timely marketing campaigns. This strategy allows brands to connect with their audience on a more personal level and capitalize on the buzz surrounding specific events or topics.

In India, moment marketing has gained significant traction due to the country's vibrant digital landscape and the widespread use of social media platforms. Brands are increasingly recognizing the importance of staying agile and responsive to trending topics to capture consumer attention and drive engagement.

One notable example of moment marketing in India is during major festivals like Diwali, Holi, or Eid, where brands tailor their campaigns to align with the festive spirit and cultural sentiments of the target audience. Additionally, brands often capitalize on real-time events such as sporting events, award shows, or even viral internet trends to create relevant and impactful marketing content.

Social media platforms like Twitter, Instagram play a crucial role in facilitating moment marketing campaigns in India, allowing brands to quickly create and disseminate content to a vast audience. By staying attuned to ongoing conversations and trends on these platforms, brands can effectively insert themselves into relevant discussions and conversations, thereby increasing their visibility and engagement.

However, it's essential for brands engaging in moment marketing to strike the right balance between relevance and authenticity. While leveraging current events can be a powerful marketing strategy, brands must ensure that their messaging aligns with their values and resonates with their target audience to avoid coming across as opportunistic or insincere.

Overall, moment marketing continues to evolve as a dynamic and impactful strategy for brands in India, enabling them to stay relevant, engage with their audience in real-time, and drive meaningful connections that translate into brand loyalty and advocacy.

Sure, here are examples of moment marketing campaigns from Amul and Zomato in India:

1. Amul:- During the 2020 Indian Premier League (IPL) season, Amul released a series of topical advertisements featuring its iconic Amul girl mascot, commenting on various matches and moments from the tournament. These ads were timely, relevant, and aligned with the cricket fever gripping the nation during the IPL season. One such Ad depicted the Amul girl holding a buttered bat and wicket with the caption "Butter-than-the-rest Fielding!"

2. Zomato: Example: Following the release of the popular web series "Mirzapur" season 2 in India, Zomato capitalized on the show's immense popularity by creating a moment marketing campaign. They introduced a special 'Kaleen Bhaiya's Favorite' section on their app, featuring dishes inspired by characters from the series. This campaign not only leveraged the buzz surrounding the show but also appealed to fans by offering a unique dining experience related to their favorite characters.

These examples showcase how Amul and Zomato leveraged moment marketing to engage with their audience in real-time, tapping into popular cultural moments and events to create relevant and impactful marketing campaigns.

Keywords:Poddar Group of Institutions, Trending topics, Advertising strategy, Moment Marketing, Real-time marketing