With each passing day, trends are changing, new demands are being created, companies are changing strategies, and engaging the target market. All of these processes are getting complicated. The demand now is related to more than just the value proposition being offered. Consumers ask for creativity and authenticity and advertisers need to come up with better ideas if they want to capture the attention of others. Here comes the most basic yet the most creative way of advertising- Out of Home Advertising. This concept includes billboards. From bus stops to dividers and everything in between, a whole new meaning has been given in today's digital times. It has become an important mechanism for brands to create offline and online buzz altogether. Creative and out-of-the-box ideas on billboards complete the demand for a more innovative and authentic way of advertising to consumers. In a clever and culturally resonant advertising way, Blinkit and Zomato have taken it to the streets with a series of billboards that have gone viral, mostly across social media. The campaign features two adjacent billboards that playfully reference a famous Bollywood dialogue, showcasing both the brand's commitment to meeting customer demands. The campaign is such that, on a bright yellow background, Blinkit's billboard boldly states, "Doodh mangoge, doodh denge" while Zomato's red billboard replies to it with the message, "Kheer mangoge, kheer denge". This witty exchange of dialogues not only highlights the brand’s quick delivery services but also resonates with the cultural context of its target audience. The collaboration of these two brands sparked widespread engagement, with numerous brands copying this trend and creating more and more of such similar campaigns. Brands other than Blinkit and Zomato have also joined hands and made such advertising go viral. Some significant brands include Hajmola and KitKat along with Mumbai Police and Delhi Police has come up with a similar campaign. They had together created their versions to promote safety with a humorous twist to it. Hajmola, took part in this trend by adding an extra line which concluded the funny banter of Blinkit and Zomato. In the ad, after the main two hoardings which said, “doodh mangoge, doodh denge” and “kheer mangoge, kheer denge”, Hajmola very brilliantly added “sabko digest karne ka zimma, hum lenge”. Which translates to “We take responsibility of digesting all of it”. KitKat, the chocolate brand also took a step and added its own bit of creativity by replying to the message. They responded to the trend with “Nahi mangoge, phir bhi break denge”. This dialogue was related to their tagline which says “Grab a break, grab a KitKat”. The responses were not less, even The Mumbai police took a significant part in this trend. Mumbai Police is very famously known for its amusing tweets and similarly, they used this trend in a clever way to put forth their objective and spread awareness in the community. Their version stated “Help mangoge, 24/7 denge” (if you as for help, we will provide it 24/7) and “420 mangoge, 100 denge” (if you ask for 420, we will give you 100). The ‘420’ stands for the Article 420 of the Indian Penal Code and ‘100’ for the police helpline. Masters of OOH Advertising
Other Brands Joining the Trend
Such advertising campaigns have given rise to an entirely new style of OOH advertising. 'Memeification' has become super popular in marketing because it effectively appeals to a large segment of netizens. By leveraging the power of memes, brands can create content that's engaging and highly shareable at the same time. Blinkit and Zomato very smartly started a trend which went so viral that it really benefitted other brands as well. This collaborative effort not only enhanced brand visibility but also catered to community awareness, showcasing how effective marketing can blend entertainment with social responsibility.
16 Sep 2024
Rushika Noolkar
