Contextual marketing is often talked about, but not all brands have the resources and bandwidth to make the most of an opportunity.
Rains have created a havoc scenario in Chennai for last one month. Hundreds lost their lives and thousands stranded. Here came a perfect opportunity for marketers to create a space for themselves in Chennai residents’ minds. It all started with the news that was published highlighting Ola’s contribution to the society. Ola ferried boats free of cost and helped people evacuate from flooded areas.
#ChennaiRains As cars sink following flooding, @olacabs deploy #OlaBoats in Chennai (Pic: @SaiShyamG) pic.twitter.com/ES8vVbkwZb
— Times of India (@timesofindia) November 17, 2015
With the recent spell of rains since 30th Nov, more marketers joined the bandwagon. Here are few prominent brands who are lending their hands to the Chennai.
Help get food to those affected by #ChennaiRains. We buy a meal for each one you buy here: https://t.co/YdkHUShX4w pic.twitter.com/956WZg6GuJ
— Deepinder Goyal (@deepigoyal) December 2, 2015
Stay Safe Chennai! Call on 18001030033, recharge your friend’s phone for free https://t.co/JKiolmpBHw #ChennaiFloods pic.twitter.com/nHNnvB2FLU
— Paytm (@Paytm) December 2, 2015
Crisis Response has activated for the #ChennaiFloods, we’ve published official + crowdsourced flood resources here https://t.co/zc8wSVGvmH
— GoogleCrisisResponse (@GoogleCR) December 2, 2015
Verified- Phoenix mall says they have space for over 500 people. They need ID cards. #ChennaiFloods pic.twitter.com/uWIeIMVLi4
— TheNewsMinute (@thenewsminute) December 2, 2015
#ChennaiFloods List of verified doctors & hospitals available to help. Updated every hour. Please RT. #ChennaiRains https://t.co/CZsblNWpTo
— Practo (@Practo) December 2, 2015
It is indeed a positive gesture for brands to help Chennai people, but they need to get the message, tone and offering right. If any of the three (message/tone/offering) is perceived to be transactional in nature, it could backfire. Though the marketers like me might see this from the lens of contextual marketing, its a great gesture by brands to come forward help the community at large. Going forward brands may also be well prepared about such recurring contexts, thanks to the mismanagement by the local municipalities.
I will keep adding other examples here. In case you come across any brand offering help, please do comment below and I will incorporate them in this blogpost.