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Previously, only Amul did topical ads...

afaqs! news bureau and afaqs!, Mumbai

15 Dec 2017 05:30 IST

New Update

Previously, only Amul did topical ads...

Now, releasing news-inspired-ads has become commonplace. A look at some 'Virushka'-inspired brand messages.

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There are ads and then there are opportunistic ads. When Mumbai faced major floods, timely creatives made by brands inundated our social media news feeds. When Delhi chocked on smog, brands spewed messages in sync with the mood of the city.

Previously, the only brand that released posters and banners that drew on buzzy current affairs was Amul. Now, every brand has become an Amul. 'Topicals' or creatives inspired by current goings on in the country, have become commonplace. We bring you the latest burst of topicals - a series of opportunistic brand messages that are riding the current 'Virushka' wave. Interestingly, some of the brands on this list are endorsed by Anushka Sharma and/or Virat Kohli.

An interesting parallel trend is how, in the entertainment world, weddings are now akin to industry events. Recently, the respective weddings of celebrities like Bharti Singh (comedian) and Aashka Goradia (TV actor) were reportedly sponsored by several brands. Singh, whose brand partners include Anmol Jewellers and Neeta Lulla, used the hashtag #BhartiKiBaarat to promote her pictures. Goradia partnered with jewellery brand Orra.

We asked our experts - when brands release opportunistic ads likes these they get to ride on the celebrities' star power without spending a single penny on an endorsement deal. Is there a downside to this? If yes, then for who?

Manish Porwal

Suraj Nagappa

Manish Porwal, MD, Alchemist Marketing & Talent Solutions, a company that gives advertisers professional suggestions on celebrity-brand associations, says, "The downside of such opportunistic campaigns is only when it backfires, when it is not in good taste or looks like they're trying too hard. In this case, none of the ads belong to this category and so, all is good. Although, "wrogn" is a brand for which Virat is actually an endorser, so it can't be put in the same category."

Suraj Nagappa, vice president, Isobar India, says, "Yes, they do get to ride on the star power because the value added by celebrities is immediate and palpable and an element of legitimacy is suddenly present in the company simply because of the power of the celebrity backing it up."

When it comes to opportunistic advertising, who benefits the most - The creative agency, perhaps, because it's a great platform to show-off one's wit with very little at stake?

Porwal adds, "Assuming the ad or the campaign sees the light of day when it gets released with the backing of a media budget, the brand, of course, gains. However, it is true that many such ads are not based on a given brief by a client and created by enthusiastic advertising guys who present it to the client and request them to release them. A lot of other scams happen for advertising awards. They are far bigger than these which are more about satisfying creative spirit."

Nagappa believes it's both the agency and client who try to get the most out of it with the help of opportunistic advertising. He says, "A client tries to leverage the buzz created around the opportunity and the agency, by using the opportunity to come out with the wittiest idea which can create a social buzz."

Here's a look at some 'Virushka'-inspired copy.