If you have used Facebook during last few days, you must have heard about the popular dancing uncle who has made fans all around the country with his moves. A video of Mr. Sanjeev Shrivastava dancing at a wedding has gone viral on social media, after seeing the response, he made a profile on Twitter which has over 4.3K followers.
Everyone seems to be loving his Bollywood moves and his popularity have now started to attract brands too. Bajaj Allianz has featured him in the latest video showing how their policyholders are feeling after receiving the 2017-18 bonus. A video has been released on social media platforms in which Sanjeev has danced on Bajaj Allianz Life’s new jingle ‘Samjho Ho Gaya’. You can check the video below:
Karthik Srinivasan, communication consultant, on digital/social media marketing & PR, sees this as a good opportunity for Sanjeev and he has written about this on his LinkedIn blog which reads: “He may not be owning multi-million followers on social media accounts, but he is a visible, popular face right now with a legitimate talent. And, given his age profile and Bhopal base, he could be a fantastic fit for many brands that target either region-wise or age-wise. Hope it happens. He sure deserves the fame,”
Bajaj Allianz has played smartly and has used Shrivastava’s popularity to share the new philosophy #LifeGoalsDone. Chandramohan Mehra, Chief Marketing Officer, Bajaj Allianz Life Insurance Company confessed about this idea and said “Sanjeev evokes our brand values of optimism, confidence, and youthfulness. The idea emanates from our belief that life insurance is about enabling our policyholders to live life to the fullest and help them achieve their life goals.”
Brands these days know how to take the advantage of such situations and a similar thing happened when Priya Prakash Varrier the winking girl got popular overnight on the internet and everyone was speaking about her. Few brands made use of her popularity but the question arises is that how these internet sensations can help in brand promotion for a longer period of time. Also, is it really worth to back someone only for one or two ads?
It will be interesting to see how brands use the virality of this Dancing Uncle to promote their products and services.