Advertisement bana-na : Create some advertising on banana – sounds confusing? That’s where advertising based on social media listening plays for.
A not so famous Bollywood celebrity Mr Rahul Bose realized the true cost of a banana in five star JW Marriott hotel. He paid just INR 442 for two pieces of banana and then posted it on social media. That’s all was needed to bring Netizens into action about such stupid exorbitant pricing – resulting in a craze of “Rahul Bose moments’ and memes. Later on, the hotel is fined as well.
However, more interesting part is how various brands have latched on this social trend and created some funny and interesting advertisement which is gaining earned media for them – completely free!!!
Have a look at these – Oyo Rooms, Pizza Hut, Taj (a competitor of JW Marriott), The Park, and Nature’s Basket. #RahulBoseMoment
Professor of Marketing at Jaipuria Institute of Management, Lucknow. Ph.D. in Marketing, IIM Lucknow. Ex-assistant Prof at IIM Ranchi, visiting faculty to IIM Lucknow. Writes for ET BrandEquity, Campaign India, BusinessWorld, Times of India etc.