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ShahRukh Khan on a Cup: Paanchvi Pass Goes Viral
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We normally don’t take a look at offline Viral Marketing Campaigns on WATBlog but this one seemed too good to resist.
I was in Andheri (Mumbai) the other day on my way to the SMEI Summit. I was waiting at a signal (Mumbai Traffic – ugh) and to my surprise a young boy, about 17 years of age came and plonked a paper cup on my car.
At first I could only see ShahRukh Khan’s face on the cup. I decided not to do anything because I thought the cup would fall off. To my surprise it didn’t.
Finally when I reached my destination I got rid of the cup. I was surprised by what I saw. And very impressed as well.
The cup had been stuck on my car with the help of 2 magnets stuck to the bottom of the glass.
On the glass was the message – ‘Magnets Stick to Iron’, below which is the note ‘Std V, Science’. There was also a message there informing me that India’s Biggest Show ‘starts tonight at 8 pm’ (which is great because I saw the cup on Friday, the day on which the show started)
The problem with such an exercise could be that it may end up pissing people off. So far I think it has only managed to impress everyone I’ve shared this with.
I think this exercise is successful because it is:
- Contextual (I received the message on the day the show started)
- It has a relevant message (the message co relating magnets with Iron)
- It is cost effective
- It’s Viral (I’ve shared it with at least 10 people and here I am writing about it)
Mindshare, a part of Group M is the agency handling the Paanchvi Pass Brand’s Strategic Media Planning. Kudos to them.
Wonderful
Never actually gave to a thought to offline viral. And this is REAL offline, coz it doesn’t even involves TV.
Nice one, Harshil
though it may be offline, but the whole thing seems to be a stratergy to to market 24X7guru.com which is making a shift to its target audience probably after failing in its actual target segment