Brand Campaigns: Mirabai Chanu’s Tokyo Olympics Silver Medal in Weightlifting

India’s Mirabai Chanu ended the long 21-year Olympics medal drought in Weightlifting by winning the silver medal in the Women’s 49 kg category at Tokyo.

She etched her name into the history books, thereby becoming the proud successor to Karnam Malleshwari, the 2000 Sydney Games bronze medallist.

Read more about India’s Top 10 Medal Contenders at Tokyo

Brands have not taken a backseat and have jumped into the Moment Marketing Bandwagon. For those of you who are not familiar with this concept, Moment Marketing is a form of marketing which provides anyone, the ability to take advantage of an event to deliver relevant, related and yet seemingly spontaneous interactions with customers in real time.

Popular delivery platform Dunzo took inspiration from a popular Punjabi song while Britannia Industries created a congratulatory campaign, featuring a weightlifting equipment made out of their digestive biscuits.

Dairy brand, Amul, who is also an official partner of the Indian Olympic Association (IOA), used their mascot “The Amul Girl” to personify Mirabhai’s historic feat. PharmEasy, the up and coming online pharmacy posted a quirky creative, by integrating a successful online delivery notification to the priceless achievement.

If you ask me to pick my favourite, well, a print ad in Times Sport triumphs each and every digital campaign.

Credits: Times Sport

Mom’s Magic from ITC Limited has created a great integration, marrying their message with the Olympics content. The copy is also very eye catching, making the communication on point.

One may argue that the arrangement of biscuits in the creative is wrong and they could’ve have retained the original Olympics logo of five circles. But I believe that the brand managers at ITC may have consciously altered it to seven, to possibly show the number of biscuits inside the packet, which if it was the intention, makes the creative even more compelling.

With a smart topical integration, Mom’s Magic has showcased remarkable creativity and it has once again proved the supremacy of print advertising.

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