Moment marketing is where brands hijack a trending topic and weave clever content around it, aiming to catch people’s attention by becoming a part of the trending conversation.
Just as the IPO opened, Zomato tweeted, “Mereko to aisa dhak dhak horela hai,” expressing nervous excitement via its official Twitter account. This is an iconic line from modern-day cult classic flick Hera Pheri. Soon, Twitterati replied with multiple clips from the Bollywood movie.
@zomato Sending you some * Dahi & Sugar *
— Treebo Hotels (@TreeboHotels) 1626238425000
Financial services brand Kotak Securities was among the many whose response to Zomato’s tweet received a lot of traction. “Chill karo, humare saath subah ki ChaIPO,” it read.
@zomato Chill karo, humare saath subah ki ChaIPO
— Kotak Securities Ltd (@kotaksecurities) 1626235152000
Hyperlocal services app Urban Company’s Twitter account quote tweeted Zomato’s tweet to say: “Abhi toh massage SEBI relax nahi ho paaoge warna abhi bhej dete,” thus plugging in its own services.
Abhi toh massage SEBI relax nahi ho paaoge warna abhi bhej dete. All the best! Rooting for team @zomato and… https://t.co/J5AWgMKKxR
— Urban Company (@urbancompany_UC) 1626240193000
Literally, everyone went to town with puns.
Rival food delivery app Swiggy, too, chimed in.
Wishing Zomato on its big day, it sent an alert to users to “invest in something sweet” by ordering desserts from Swiggy’s platform.
Zomato gorges on good wishes for historic IPO
“Zomato’s tweets have always had that kind of pull and IPO conversation was expected to blow up,” says Hitesh Rajwani, CEO of Social Samosa, a digital media platform that tracks such topical spots regularly.
Days before the IPO, financial services brands started creating content around the food-delivery platform’s upcoming public offer.
On July 8, Upstox was one of the first to start the trend with a tweet: “From KHAAO PIYO to IPO… @Zomato’s finally taking #StartKarkeDekho seriously.”
From KHAAO PIYO to IPO…@Zomato’s finally taking #StartKarkeDekho seriously.#ZomatoIPO
— Upstox (@upstox) 1625738041000
The investment platform plugged its own campaign line ‘Start karke dekho’ as it harped on the buzz around Zomato’s IPO to market itself.
Groww, ICICI Direct, Kotak Securities, Stoxkart, Angel Broking, and Spenny were among the many financial services brands that followed suit.
“It made sense for these financial services apps to invest in Zomato’s IPO as a content bucket,” said Rajwani. “It’s right up their alley and given the social equity Zomato has, this moment can help them acquire new users or first-time investors who believe in Zomato as a brand,” he added.
We heard that IPOs are in fashion.😏#ZomatoIPO https://t.co/ts1MK5G791
— Myntra (@myntra) 1626267387000
Zomato also gave a good hook for all brands, related or not, to latch on to, Rajwani noted.
Brands aside, the meme-verse had its own share of fun with the company’s IPO.
Some took it as an opportunity to take a dig at Swiggy for not announcing plans to go public already, while others captured the frenzy among the startup and tech community folks with respect to the IPO through GIFs and sly one-liners.