Why is news-jacking not catching up in India? Sensibilities, lack of innovation or no buy-in from clients? Or do Indian marketers feel that its a safer bet to tread on beaten paths?
Going by the scarce extent to which news-jacking in PR or marketing is practiced in the Indian subcontinent, one can only assume that its a mix of all these factors.
Will you newsjack more often now?
Surprisingly though, the PR and marketing fraternity has not taken cue from 2 things.
- The pioneer for news-jacking is our own Amul brand. Their witty and thoughtful, and almost daily topicals are best practical examples of news-jacking. When they did it first, they would not have imagined that what was done in a simple easy to reach way will become “news-jacking”, pioneered by David Meerman Scott.
- Groupon, through its Indian site achieved a near 10 and immense marketing/PR mileage by there recent campaign, selling Onions at a huge discount, newsjacking the spiraling prices of the commodity in the capital region.
Just Google, and you shall find how every possible event from the US presidential election, to Hurricane Sandy, and not so recently, the Royal baby have been news-jacked – ensuring unimaginable marketing mileage – which would cost very high in other means!
Are we missing a huge opportunity in India, by not news-jacking enough?
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- My 5 key takeaways from David Meerman Scott’s New Rules of Marketing and PR (idrsolutions.com)
- Henry Jenkins, Clay Shirky, David Meerman Scott (daniellekarp6.wordpress.com)
by Murali 