Sriwant Wariz

Guerrilla marketing, with its emphasis on creativity and low-cost strategies, has seen some excellent examples in India. Indian brands have leveraged local culture, festivals, and public spaces to create impactful campaigns. Here are some notable examples:

1. Amul’s Topical Advertising: Amul, the dairy brand, is famous for its witty and timely billboard ads. These ads often comment on current events and pop culture, resonating deeply with the Indian audience. Their humorous and relatable content ensures that people look forward to the next topical ad, keeping the brand at the forefront of public consciousness.

2. Zomato’s Clever Billboards: Zomato, the food delivery giant, uses quirky and humorous billboards that play on common food-related phrases and situations. These billboards are strategically placed in high-traffic areas to catch the attention of commuters, creating a buzz and encouraging people to share the ads on social media.

3. Ola’s Balloon Campaign: To promote its cab services, Ola Cabs launched a campaign in Bangalore where they placed giant helium balloons tied to auto-rickshaws with messages promoting the brand. This unique visual caught the attention of the public and media, generating significant buzz.

4. Flipkart’s Kidults: Flipkart, one of India’s largest e-commerce platforms, created a series of TV commercials featuring adults dressed as children (kidults). These humorous and memorable ads emphasized the ease of online shopping on Flipkart, making a lasting impression on viewers.

5. Fevicol’s Bus Campaign: Fevicol, the adhesive brand, used a clever guerilla marketing tactic by placing an ad on the back of a public bus, making it look like people were stuck to the bus because of Fevicol’s strong adhesive. This humorous approach was very well-received and widely shared.

Tips for Small Indian Businesses:

  1. Leverage Local Festivals and Events: India’s rich cultural calendar provides numerous opportunities for thematic guerilla marketing.
  2. Use Public Spaces: Engage with the public in high-traffic areas like railway stations, markets, and malls.
  3. Cultural Relevance: Tailor campaigns to resonate with local customs, languages, and humor.
  4. Social Media Amplification: Encourage people to share their experiences on platforms like Instagram, Facebook, and Twitter to increase reach.

Conclusion: Guerrilla marketing offers Indian brands a dynamic way to engage with consumers creatively and cost-effectively. By tapping into local culture and leveraging high-traffic public spaces, small businesses can create memorable campaigns that resonate deeply with the Indian audience.