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Importance of moment marketing – ‘Take a moment’!


Sachin Karweer, Business Head, HGS Interactive

Photo of Sachin Karweer

Article originally published on ET BrandEquity

With more and more brands investing in the moment marketing approach, you must be wondering about its role and effectiveness. I believe Amul was the first ever brand in India to leverage moment marketing, since decades – we all know their overnight hoarding changes and relevant comics for anything topical from sports to Bollywood to international affairs. This memorable advertising can help brands create great brand recall and engage with the audience. The strategy is simple – a timely communication with subtle brand integration – with the intent to get visibility.

While there isn’t one perfect recipe to make a brand’s moment marketing a hit, here are some pointers that can help brands resonate well with their audience and hit the bull’s eye.

Time is of the essence – To connect with consumers in the moment, marketers must live in the moment too and be on their toes to select the right moment that fits their brand, weaving a wonderful marketing communication for it and going out on relevant platforms within hours, sometimes even minutes!

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