Moments after prime minister Narendra Modi made the announcement that old Rs 500 and Rs 1000 current notes would not be legal tender in India, brands moved in.
The move, a bid to curb fake currency and arrest black money, elicited real-time marketing efforts.
Big Bazaar delayed its closing time, to help people buy their daily needs with the older notes by keeping stores open till 11:50 pm. This was communicated through twitter and TV channels also announced the initiative. The notes went out of circulation at 12 midnight.
We are open! pic.twitter.com/60nU2EMy1y
— Big Bazaar (@BigBazaar) November 8, 2016
Paytm, title sponsors of the India-England Test series, which began today, had this in a daily.
(Source: The Hindustan Times.)
Freecharge, did the same, one page behind.
Social, a chain of cafe and bars, took to social media to promote this:
Chillr, a portal to transfer money, was also active on social media.
Zomato moved in quickly too.
*ahem* pic.twitter.com/UExe649wIn
— Zomato India (@ZomatoIN) November 8, 2016
UrbanClap took the SMS marketing route:
So did Bluestone:
(Notice something special that brands have done? Forward it to raahil@haymarket.co.in)
.jpg&h=268&w=401&q=100&v=20170226&c=1)
