Madhura Nagendra created history of sorts by “tagging along” with the Indian Olympic athlete contingent in the opening ceremony. Deliberate violation of norms or a naive joyride, she is now famous. And in a sign of the times, she was identified by her Facebook cover picture and posts. More people can probably name her than any Indian athlete competing in the games. Her parents are in hiding. But she is probably going to be next seen in Big Boss.
I saw an ad for Frette bedsheets. The 150 year-old luxury linen firm is trying to get a foothold in India and has cited its claim to fame as being used on the Titanic and Orient Express. The Titanic? Is that really a positive thing to talk about? But then I realize that at least I remember the ad and the name of the brand! In today’s cluttered market that itself is an achievement and if they’d just listed a bunch of upmarket hotels the ad would have passed like, well, a ship in the night.
I’ve worked with a very successful executive who in his early years used to show up at meetings wearing a Mickey Mouse tie. Ensured he stood out in an organization where no one wore a tie unless forced. When asked why, he said that in a room with 20 men he didn’t mind being remembered as the guy in the funky tie - it was better than not being noticed!
We’re bombarded with information and it takes a lot to cut through the clutter. Playing safe equals being ignored. Paul Writer runs a very nice - if I do say so myself - Facebook page http://www.facebook.com/b2bmarketer (Please like us!) We usually post marketing-related articles and jokes. But the most number of comments and interest has been generated from a picture of Olympic gatecrasher attending our breakfast in Delhi.
So perhaps, as marketers, we need to think differently. Embrace the unusual, the weird and whacky. There is no bad publicity.
About the Author: Jessie Paul is the CEO of Paul Writer and the author of No Money Marketing
Image from Google images