What Matters Most in Marketing? Witty Replies & Billboard Battles: The Rise of Banner Banter in India
The Indian advertising scene is witnessing a delightful trend – brands are ditching the one-way street of traditional advertising and stepping into the lively world of banter! This new approach, called Billboard Banter, involves brands using billboards and social media posts to engage in playful conversations with their audience.
Why the Witty Shift?
Gone are the days of static billboards preaching product features. Today’s Indian consumer craves connection and humour. Billboard banter taps into this desire by creating a more interactive and relatable brand experience.
Here's what makes Billboard Banter so effective:
Cuts through the clutter: In a world saturated with ads, witty banter grabs attention and makes the brand memorable.
Humanizes the Brand: By showcasing a playful personality, brands appear more approachable and build stronger relationships with consumers.
Sparks Conversation: Billboard banter encourages people to talk about the ad, increasing brand recall and social media buzz.
Examples of Billboard Banter in Action:
Netflix India’s cheeky replies to competitor Amazon Prime’s tweets is a classic example of this trend. Their playful jabs kept audiences entertained.
Fast-food chains like McDonald’s and KFC India are known for their witty social media exchanges, often poking fun at each other’s menus.
One of the most popular examples of Banner Banter was the playful exchange between food delivery giant Zomato and quick commerce platform Blinkit. Their billboards, displayed side-by-side, played on a famous Bollywood dialogue:
Blinkit’s hoarding: “Doodh mangoge, doodh denge” (Translation: Ask for milk, we’ll deliver milk). Zomato’s hoarding: “Kheer mangoge, kheer denge” (Translation: Ask for kheer [a milk pudding], we’ll deliver kheer)
This witty exchange, referencing a popular film scene, caught the public’s eye and sparked a conversation online. Other brands even joined in the fun, creating their own playful replies on social media. For example, Netflix replied, “Friday mangoge, Wednesday denge.”(Translation: Ask for Friday, we’ll deliver Wednesday). This entire episode is a perfect example of how billboard banter can generate excitement and brand awareness.
The Future of Billboard Banter
As internet penetration and social media usage soar in India, expect to see billboard banter evolve further. Here’s what’s on the horizon:
Increased Use of Regional Languages: Brands will likely leverage local slang and humour to connect with audiences on a deeper level.
Interactive elements: Imagine billboards that respond to real-time events or user comments, creating a truly dynamic experience.
The Takeaway
Billboard banter is a refreshing trend that injects humour and personality into Indian marketing. It’s a win-win for both brands and consumers, fostering engagement and building stronger brand loyalty. So, the next time you see a billboard with a witty message, remember – it might just be the start of a fun conversation!
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