Moment selling gets stuck in newsjacking- PV Sindhu, Mirabai Chanu


It has befallen again. brands are using the euphoria over Indian athletes winning medals in the Tokyo Olympics 2020, and now not they all have sponsorship offers with the sportspersons. Such times were mentioned in the aftermath of weightlifter Mirabai Chanu’s Silver win and now after shuttler PV Sindhu triumphing her 2nd Olympic media – a Bronze.

One might bear in mind Domino’s Pizza jumping into the opportunity while Mirabai mentioned her craving for pizza after her Olympic win. The pizza brand, in what became dubbed a ‘moment marketing coup’, fast announced on social media that it would provide unfastened pizzas to the weightlifter for a lifetime, and additionally delivered pizzas to her home in Manipur.

However soon there have been additional voices raised over Mirabai’s rights as an athlete to secure deals with brands. Domino’s has now entered right into a virtual activation partnership with Mirabai.

In Sindhu’s case, too, a plethora of brands like Amul, Happydent, Vicks, Aditya Birla organization, among others, took to social media to congratulate the player and create a communique around themselves. Amul was one of the first brands to congratulate the player with a copy that said: “PV Sindhu, Amul for brains and bronze”. In truth, Amul has been the king of moment advertising and marketing for many years, with its advertisements shooting every important occasion, victory, obituary, personality via the presence of its polka-dot dress-wearing mascot.

If brands are the use the face and call of an athlete in their conversation, shouldn’t the athlete also get a share of the returns? A legitimate sponsorship deal is a win-win for both brands and sportspersons. however when brands piggyback on an athlete’s achievement and are trying to find to benefit from the instant free – that’s whilst problems are raised. Such instances have been dubbed as ‘Newsjacking’, while brands pass to leverage a contemporary warm information topic and hijack the moment to personalize it by using inserting their brand message without spending any cash.

As mentioned with the aid of Charu Raizada, a conversation representative, “This extension of moment marketing isn’t always a new phenomenon, brands like Amul and Oreo had been acing this game lengthy earlier than others even acknowledged its potential.”

whilst approaching newsjacking, it’s miles crucial for manufacturers to tread slowly into unknown waters and no longer jump on the bandwagon just because they don’t want to miss out. according to Raizada, it all depended on the brand’s appetite to take calculated risks. “If completed hastily, newsjacking can end up tarnishing the brand’s photo for wrong research and taking misinformed stances on troubles,” she cautioned

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