Completely misguided and misdirected piece from Financial Express!
That some brands got into a legal mess because they congratulated Manu Bhaker and used her photo without permission is *not* a 'Moment marketing pitfall'. It's far more basic - pitfalls of not having thought-through a piece of marketing communication from the lens of legality. 1/4
3/4 And the global example cited as the best moment marketing effort is Oreo's 'dunk in the dark', one that involves no use of celebrities 🤷
So why do the same brands think it is ok to use Manu Bhaker's photo? This is not a 'moment marketing' issue. It's an issue arising out of having children fresh out of school/college to handle social media handles without realizing that those social media handles are the new 'newspaper advertisements'.
4/4 The format and mode of touchpoints may have changed, but they are all precisely that - public touchpoints for brands. And the rules are the same across any touchpoint.
A 'moment marketing disaster' is when people take offense to or outrage over a moment marketing post/ad and the brand is saddled with a wave of negative sentiment. What we have now is a 'legal mess/disaster' for these brands.
Between October 2018 and August 2021, nothing much seems to have changed. Like Flipkart's kids-as-adults theme, there is a child version of Salman Khan, there are references to the film's title and a song. Is Amul selling the film in this communication? Of course not - it is selling, and has always sold, Amul butter.
Karthik S