If you have been following current affairs in the Indian sub-continent, and are a student of marketing, you will not have missed the fabulous campaign by Groupon India, riding on the current menace of rising Onion prices.
It was a huge huge PR and marketing sell-off – what began as coverage in the Indian media culminated in the global media… a kind of coverage even the architects of this campaign would not have foreseen.
Apparently, albeit for a brief while, owing to the customer rush for online onion buying at deep-discounts, Groupon’s site crashed to be up later.
PR professionals in India & the world, who are proponents, and avid practitioners of news-jacking as a great tool have always wondered why the Indian subcontinent has not seen much of action on that front.
Groupon India, with this Onions for deep discount campaign has in a way, ushered in the practice of news-jacking as a tool in the PR and marketing armor.
Will this marketing move of Groupron usher in a wave of news-jacks by marketers and PR pro’s in this part of the world? Will more Indian brands now jump on to the news-jack bandwagon or are they yet news-jacking shy…??