The base of any marketing strategy is to highlight the brands USP. Whatever a company is selling, it urges it’s people to buy. And the sales and marketing team has always come up with some pretty amazing concepts to market their brand.
Recently, Zomato India’s marketing team created a buzz on Twitter with their witty tweet. Zomato urged its users to eat “Ghar Ka Khana”.
Guys, kabhi kabhi ghar ka khana bhi kha lena chahiye
— Zomato India (@ZomatoIN) July 3, 2019
It did not take long for other brands to follow Zomato‘s lead. And what came after ended up in a thread of brands de-selling their products/services. To which Zomato had yet another comical reply.
Guys, kabhi kabhi khud ke acche tweet bhi soch lene chahiye. pic.twitter.com/rnsuoqBYAR
— Zomato India (@ZomatoIN) July 8, 2019
N Chandramouli, CEO, TRA Research, has applauded Zomato for their unique work. He also said that Zomato has brought a real conversation rather than the artificial one-sided monologue that brands have become bound by. Brands which have such authentic discussions are becoming more customer-centric from their earlier brand-centric view.
Also, Karthik Srinivasan, Independent Communications Consultant, has suggested that this anti-selling stunt of Zomato might be a marketing strategy for their upcoming service. This stunt might be indirect marketing for the new upcoming service of Zomato where you can sell your home cooked food.
Zomato might have trended with the recent tweet but this is not the first time someone has tried an anti-marketing stunt.
Recently, KLM launched a film where they asked people,
Do you really need to fly and meet face to face
Why don’t you take the train, instead?
As per the experts, the anti-marketing technique can be done by any medium and can be very fruitful if done correctly.
So has Zomato convinced you to eat Ghar ka khana yet?