Public Relations – Why are Indian marketers weary of news-jacking?!

News-jacking, as an all powerful tool in the PR armor is catching up like wild fire across the world.

Yet, how much have you heard of news-jacking being put to use in India? Not much, despite the fact that its our own iconic AMUL brand, being the pioneers of news jacking!

Amul’s witty and thoughtful, and almost daily topicals are best practical examples of news-jacking. When they did it firs in the yesteryear, little would the brand custodians have imagined that what was done in a simple easy to reach way will become “news-jacking”, and pioneered by David Meerman Scott.

Amul - our own news-jackers!

More recently, Groupon India resorted to news-jacking, by making use of the spiraling onion prices in the country – and the marketing and public relations mileage they obtained was phenomenal. If you judge the spin-off in AVE terms, they would have garnered immense value for the paltry PR money that went into the effort.

It was a crash that Groupon would have loved for the attention, and the marketing mileage!

It was a crash that Groupon would have loved for the attention, and the marketing mileage!

Yet, you don’t see it being much used as a tool in India.

Why? Is it that we are too touchy about how sensibilities might get hurt in this sub-continent, or is it just Indian marketers and brands are comfortable with conventional tools?

Just google, and you shall find how every possible event from the US presidential election, to Hurricane Sandy,  and more recently, the Royal baby have been news-jacked – ensuring unimaginable marketing mileage – which would cost very high in other means!

What do you think as  a public relations maven?? Is it time for more and more news-jacking in our public relations arsenals?

 

PR – Groupon India’s Onion news-jacking!

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.

It was a crash that Groupon would have loved for the attention, and the marketing mileage!

It was a crash that Groupon would have loved for the attention, and the marketing mileage!

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…??