The tightrope of moment marketing

AMUL'S RECENT TAKE ON THE COLDPLAY FIASCO IS A CAUTIONARY TALE IN TACTICAL ADVERTISING

- CHRISTINA MONIZ

THE LAST TWO weeks have seen the internet abuzz after a recent clip ousting an affair between two colleagues from American software solutions firm Astronomer at a Coldplay show in Boston went viral.

What followed was a flood of memes, jokes and gossip about the firm's CEO and HR head, who have since resigned. It was only a matter of time before brands swiftly jumped on to the bandwagon with their moment marketing campaigns.

From IKEA Singapore and Nando's Australia to Duolingo and Pizza Hut Malaysia, brands have put their own spin on the scandal. In India, dairy brand Amul, known for its topical advertising, wasted no time in putting out an ad on X (formerly Twitter) with a reference to an old Bollywood tune, 'hum tum ek camera mein bandh ho' tying into the kiss cam moment and a punchline that read 'only scoops, no oops!'