News-jacking has now established itself as a powerful tool in the marketing and PR armor across the globe. Its now practiced by small and large brands alike in the west.
Yet, you don't see it being much used as a tool in India. Why? Is it that we are too touchy about how sensibilities might get hurt in this sub-continent, or is it just Indian marketers and brands are comfortable with conventional tools?
I for one believe that the pioneer for news-jacking is our own Amul brand. Their witty and thoughtful, and almost daily topicals are best practical examples of news-jacking. When they did it first, they would not have imagined that what was done in a simple easy to reach way will become "news-jacking", and pioneered by David Meerman Scott.
Just google, and you shall find how every possible event from the US presidential election, to Hurricane Sandy, and more recently, the Royal baby have been news-jacked - ensuring unimaginable marketing mileage - which would cost very high in other means!
The "bananacin" news from brand "Anacin" (above) is the latest!
Why is news-jacking not catching up in India? Sensibilities, lack of innovation or no buy-in from clients?
What do you think??
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