Commerce usually triumphs patriotism. And brands went into overdrive with Republic Day messages. Some got it right, while some others missed the cue
Delhi | February 2, 2016
This was the week when brands went into overdrive with Republic Day messages. The whole country seemed to be draped in tricolour and the entire country seemed to be on sale. Zomato even turned every word of Happy Republic Day into a food item!
Commerce usually triumphs patriotism.
This is where #belikebill meme had an interesting take on Republic Day. This is India. India minds its own business. India always feels young. Be like India. Well #belikebill did win the Republic Day social media war.
Mumbai Traffic Police around the same time broke on social media with some really funny tweets. In its effort to be seen as cool and young, it ran a series of tweets that could easily have been written by stand-up comics. Now that is the real issue: should cops come across as witty and funny? Is that the value that ordinary citizens expect from a law enforcement agency? Or should they come across as resolute, determined, watchful and tough? How long will cops be able to manage a funny tone of voice?
Delhi Traffic Police meanwhile took its game on social media many notches up. On the shared public transport app called Ridlr (DTP twitter handle is @RidlrDel), it is asking citizens to upload pictures or videos of traffic violators so that they can take action. Either way, the police are now using social media; once they move from adopter phase to interaction phase, one can expect a lot of things to change.
There is a huge amount of action happening in the video streaming end and social networks. Facebook till now allowed celebrities to live stream content to their followers; this has now been opened up to the public. Anyone can use an iPhone and live stream to select audience on FB. While this is currently available only in the US, it would be available on Android and iOS and across the globe in no time. Also, GoPro Hero now integrates with Periscope for iPhone and can now broadcast directly. Portable live video will open up completely new platforms for brands.
Imagine if brands let their commercial shoots be available live on FB. Till now brands tried to do this in a small manner on Snapchat. Video is the new frontier that will change the game.
ICICI is running a fabulous http://giftalivelihood.com platform that allows the underprivileged to earn a sustainable livelihood. They have a short film chronicling the story of Manoj Kumar who, from being a scrap seller, learns from the books he collects and then joins the mainstream workforce. It's a heart-warming tale that has been narrated very well.
Today, more than ever, brands have no option but to make an impression every day, consistently. To do that, brands have to move away from small victories to long sustained campaigns. Today, the tools have also changed.
Be like ICICI and the Raddi Library.