MAM
Report on Shemaroo

You’ve got trolled: Brands wars unleash on Twitter

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/mam-images/2015/06/06/Untitled-11.jpg?itok=gPXZWnfZ

MUMBAI: With the social media explosion, everyone has access to everyone today and freedom of speech has taken on a completely different meaning. Not so long ago, there was no way you and I could tell an Amitabh Bachchan or a Shah Rukh Khan what we thought of their performance in a particular movie. Today, each one of us is a self-proclaimed critic thanks to social media.

While we’ve witnessed squabbles galore on social media… some big, some small… between celebrities or politicians, now even brands have taken to this medium to poke fun at rivals.

Surely gone are the days when brand wars happened on television. Twitter has now become the new battlefield for interesting and hilarious episodes of mudslinging between brands.

Trolling amongst brands is unique and hadn’t been witnessed much in India until recently. Such banter is open in markets like the US and the UK where TV ads show competition brands and demean them or for that matter verbal war on Twitter or on social media. However, the Indian market is slowly warming up to Twitter wars.

Here’s a look at how some giants picked on and trolled their competitors on Twitter:

Amazon vs. Zomato

In April this year Amazon sarcastically picked on Zomato saying, “Zomato loved all the logos you used in the last 6 months. Was #AurDikhao the brief to your designer? :)”

To which Zomato wittily replied “@amazonIN you should've seen the ones that didn't make the cut ;)” Attached with the tweet was a mock Zomato logo with an arrow pointing from Z to A, clearly mimicking the arrow from A to Z that features in the Amazon logo.

What’s more other brands like Flatchat and Urban Ladder too joined in it banter, which made for some witty and cheeky reading.

The repartee between Amazon and Zomato also led to a lot of Twitter interactions among fans and followers of both the brands.

Snapdeal vs. Flipkart

India’s e-commerce giants, Snapdeal and Flipkart have also entered into a war of words on Twitter. Following Snapdeal founder Rohit Bansal’s interview with a US publication, the war broke open on Twitter about the talent India has and doesn’t.

It all began with Rohit, who said that India didn’t have the programmers it needed. To this, Flipkart’s Sachin Bansal reacted by tweeting, “Don’t blame India for your failure to hire great engineers. They join for culture and challenge.”

The statement was indeed misunderstood by Flipkart. Rohit clarified the attack in a blog post last week where he said that he had been quoted out of context. He clarified that while India has “some of the smartest engineers on the planet,” building large technology product firms is a more recent phenomenon.

He said Snapdeal would continue to hire technology talent locally and bring on board “some select folks from around the world who have had the experience of building technology at scale.”

He signed off saying, “An Indian engineer who's trying to make the country a better place with a rock star team.”

Asus vs. Apple

In case you thought that only BlackBerry picked on Apple, think again! This time it’s Asus and how? In an attempt to mock Apple (which is really lame), Asus has picked on Apple’s Mac Book by sticking two pen drives in a real apple.

Apple’s recently launched new Mac Book has only one USB port, which has restricted users. Asus is trying to strike at the Mac Book’s armour by giving consumer a host of ports ranging from a microphone-in jack to three USB 3.0 ports to card readers in its recently launched Zen book UX305.

Kotak vs. ICICI Bank

Not all brands appreciate that competition is healthy. In February this year, Kotak and ICICI Bank picked on each other on Twitter. Kotak Mahindra Bank started the Kotak Jifi saver campaign #hashtagbanking in February. Soon after the launch of the social media banking service, ICICI Bank came up with their #icicibankpay on Twitter.

Gone are the days when brands used to pick on each other with their television commercials. In modern times like today, Twitter seems to be the platform for brands that are open about criticizing and also appreciating sarcasm. In the end, it all boils down to being a sport and taking bouquets and brickbats from competitors with a pinch of salt and dollops of humour.

Speaking to Indiantelevision.com about brand wars on Twitter, Ogilvy and Mather executive creative officer Sumanto Chattopadhyay says, “It’s interesting how brands engage in the war of words with each other on social media. In the US it is a common thing as brands openly criticize other brands in their TVCs and otherwise. India is slowly going that way. As a consumer, it is interesting as we enjoy how brands have silly wars. Not only that, Twitter is a medium that is more public and hence gets noticed a lot more than any other media, so it might be to grab more eyeballs as well.”

An industry veteran tells us on condition of anonymity that it depends on the aggression of the brand as to where to take the war. “Yes, probably Twitter is the new war place,” she adds.

Opining on the same, Leo Burnett chief creative officer Rajdeepak Das says, “It’s fun to see brands pick on each other in a very healthy manner on Twitter. Earlier it used to happen on television and due to restrictions of the medium, it is now happening on social media.”

Das further says that because Twitter is a public platform, a large number of engagements happen. Additionally, the medium doesn’t have restrictions. Hence it is fun to see brands pick on each other. Another point is that both brands understand the sarcasm and take it sportingly.

Shop CJ marketing head Donald Kwag said that with “Twitter wars” breaking out left, right and centre, it’s hard to ignore the growing trend – and lately, more and more brands are joining in on the fun. “Given the time and effort dedicated to defining a brand’s social tone of voice, it makes sense for marketers to use that voice effectively – and one way to do this is to make the most of opportunities to engage other brands across social communities. By capitalizing on borrowed equity – when appropriate – brands will be able to showcase an authentic, playful side and, by doing so, reach entirely new audiences online,” Kwag says.

There’s a thin line between healthy banter and below the belt slugging. When it comes to brands, reputation, values and perception matters more than anything especially when battle lines are drawn publicly on a free-to-all platform.

In the end, there’s no love lost as long as they can get away by simply saying, “No hard feelings bro.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/18/interbrand.jpg?itok=-T7Dqbrh
Interbrand unveils top 30 brands set to revolutionise the US market

Mumbai: Global brand consultancy Interbrand launched its Breakthrough Brands 2021 report unveiling the top 30 brands set to take the US market by storm in the coming decade. From mobile banking developed specifically for Black and Latinx customers to secure messaging services and plant-derived...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/17/car24.jpg?itok=Nh_my-Z3
CARS24 expands operations to UAE and Australia

E-commerce platform for pre-owned vehicles, CARS24 is set to disrupt the used automobile ecosystem around the globe. The company has launched its business in Australia and UAE and is gearing up to launch business in Southeast Asian and Middle East countries this year.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/17/icc.jpg?itok=zMsNkvJE
ICC announces Upstox as Official Partner

The International Cricket Council (ICC) on Thursday announced a major long-term partnership with the homegrown investment platform Upstox.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/17/tiger.jpg?itok=JJybLGVw
ESPL ropes in Tiger Shroff as brand ambassador for its Esports league

The Esports Players League (ESPL) has roped in Bollywood actor Tiger Shroff as the brand ambassador for its first-ever franchise-based Esports league - ESports Premier League. The inaugural edition of the league began on 16 June.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/17/mpl.jpg?itok=QdlBiYsT
IOA ropes in MPL Sports Foundation as Principal Partner for Tokyo Olympics

Indian Olympic Association (IOA) on Thursday roped in MPL Sports Foundation, the community initiative of esports platform Mobile Premier League (MPL), as its principal partner for the upcoming global sports events.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/17/photogrid_plus_1623925141319.jpg?itok=auZl08NX
IKEA enters Bengaluru with eCommerce & mobile shopping app

Mumbai: Swedish home furnishing retailer IKEA on Thursday announced the launch of its eCommerce services and mobile shopping app in Bengaluru. The people of Bengaluru will now be able to choose from over 8,000+ functional and sustainable home furnishing products and solutions from the furnishing...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/17/photogrid_plus_1623925027045.jpg?itok=Szyi3VJW
MediaCom wins media mandate for Aqualite

Mumbai: MediaCom India, a GroupM media agency has been awarded the media mandate for Aqualite, manufacturer of men’s and women’s footwear. The mandate was bagged after a multi-agency pitch and will be serviced out of MediaCom’s Gurgaon office. The media duties include media strategy, planning,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/17/fizz-800.jpg?itok=rIgGyXyQ
PepsiCo takes Parle Agro to court over 'For the Bold' tagline

Mumbai: PepsiCo India has filed a trademark violation case against Mumbai-based beverages major Parle Agro over the use of the tagline- 'For The Bold' by the latter for the beverage B Fizz launched last year. The US beverage and packaged food company moved the Delhi high court earlier this month...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/17/trade_desk.jpg?itok=xCBY3QSd
The Trade Desk Launches in India, appoints Tejinder Gill as General Manager

New Delhi: Global advertising technology firm, The Trade Desk has launched operations in India, and appointed Tejinder Gill as the company’s India general manager. Gill will lead the company’s business and growth strategy in India, helping Indian brands and publishers unleash the full potential of...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required