Das ka Dum with Dr Bhaskar Das: The 5-min expression of gratitude at 5pm yesterday was an amazing mark of solidarity across the nation. As a marketer, how would you view the phenomenon, if one could call it that?

23 Mar,2020

Bhaskar DasIt wasn’t perhaps correct to drag marketing into the five-minute expression of gratitude last evening, but we asked Dr Bhaskar Das the question nevertheless. Here’s his response in today’s edition of Das Ka Dum. Read on…

 

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Q. The five-minute expression of gratitude at 5pm yesterday was an amazing mark of solidarity across the nation. As a marketer, how would you view the phenomenon, if one could call it that

 

A. Yes, it’s amazing. It’s a classic case of user-generated virality. The spontaneity was so positive starting from the Janata Curfew to saluting the unsung heroes who are protecting us. I don’t want to get this expression of human and societal solidarity sullied by any marketing jargon. But marketers can take a lesson out of this: when a campaign is emotively engaging and appeals to a superordinate purpose (led by a clarion call of a leader or a Brand), human beings respond with spontaneity. In fact they themselves take it to a level of a movement.

now with this conviction.

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