Ever since the surprise announcement by PM Modi on the 8th of November last week - about demonetizing Rs. 500 and Rs. 1000 currency notes in a move to crackdown on black money flowing in the system - there’s been a state of chaos in the nation. Divided opinions amongst commoners, heated debates amongst experts and wild opposition reactions from the other side are running rife everywhere. When Modi said that Diwali is over, and now its time for some deep cleaning, he really meant it.
The radical move has seen gunny bags of notes stashed away for years, seeing the light of the day, finally. Reports of thousand rupee notes found in dustbins and even the holy river Ganga, highlight the sad reality of the situation of black money in the country. For people with white money, it’s been one hell of a jolt too; their everyday familiar roller coaster ride suddenly turned into a ‘Survivor Series’. Cash became invalid overnight and small change became hard to come by, life was all about going to the bank, to the ATM, to the post office, to return their old notes and get some 100 rupee ones.
Modi is urging everyone to see the bright side: a little days of inconvenience are far better than a future filled with corruption. Quite a radical addition to his earlier cleanliness initiative ‘Swachch Bharat Abhiyaan’. And, brands are making hay while the sun shines. Digital payments and wallet companies, banks driving digital transactions are all about lauding the PM’s move, while happily promoting their services. Paytm, Mobikwik, Ola Money, to name a few, have been running ads, even as Paytm is shouting the loudest, “ATM nahi, Paytm karo”.
These brands may be the winners as India truly transforms into a Digital economy, the real winners, however, are in the space of visual content marketing; the brands that quickly churned out marketing pitches in near real time on social media. These are the new-age brands with a finger on the pulse of the nation, and creative teams doling out some real time marketing messages. We bring you here, a list of witty visuals rolled out by Indian brands, in the chaotic days after the radical demonitisation move:
Amul’s topicals say way more than any research on the effects of demonitization.
#Amul Topical: Short-term pain! Long-term gain! pic.twitter.com/AubLwaHgsN
— Amul.coop (@Amul_Coop) November 15, 2021
Britannia Good Day
The cookie with the smile reiterates how smiles are free!
Say goodbye to #blackmoney. #SmileMoreForAGoodDay. pic.twitter.com/pMY8Sy6lrF
— Britannia Good Day (@GoodDayCookies) November 8, 2021
This one is impressive, using a 500-rupee note Kit Kat has smartly weaved in its association with having a kitkat in your break.
Stay calm! The notes are on a break and will be back
in a new avatar. Till then Have a break, have a KitKat. #MyBreak pic.twitter.com/k1rDR3WEqf
— KitKat India (@KitKatIndia) November 10, 2021
Center Fresh India
If you are an addict of these mouth freshening mints, you would relate.
Currency ke iss exchange mein Center Fresh khane walon ko koi farak nahi padta! #CashCleanUp pic.twitter.com/b913O2aftx
— Center Fresh India (@CenterfreshIn) November 10, 2021
The founder of the housing portal makes a strong statement with this visual.
Cheers to a Modi-fied India. #AasanHaiBadalna #Rs500Rs1000 @commonfloor @Quikr @narendramodi pic.twitter.com/fxAxMSDF1e
— Sumit Jain (@sumjain) November 9, 2021
Tata Coffee Grand
Yes, only black coffee is allowed!
Only black coffee is allowed pic.twitter.com/coI6Eq7IzH
— Tata Coffee Grand (@tatacoffeegrand) November 9, 2021
Skore has certainly scored (pun intended) with this public interest ad.
Issued in Public Interest. #ChampionMove pic.twitter.com/T4gmQWFvol
— Skore India (@SkoreIndia) November 9, 2021
Garnier Men India
The men’s skin care brand is all about keeping oil away from your face.
Cash or no cash, stay oil-free all day. Garnier Men OilClear available online.
Buy here: https://t.co/rPR0cb4BP5 pic.twitter.com/q1YamdgYH7
— Garnier Men India (@TheGarnierMan) November 9, 2021
The telco found a great occasion to pitch for M-pesa. I like this tiny tale concept, to drive home the point.
Everyone has a #CashlessStory.
There are many such stories around us. What's yours? pic.twitter.com/2U0ZheCfTy
— Vodafone India (@VodafoneIN) November 14, 2021
The mattress maker really got witty in this visual.
Two kinds of people won't get #GoodSleep tonight.
1. You already know.
2. Who don't have a Kurl-on#ModiFightsCorruption #RIPBlackMoney pic.twitter.com/UHEVWj61KF
— Kurlon Limited (@KurlonLimited) November 9, 2021
Pizza Express India
You don’t need to be a millionaire to have pizza.
Stop thinking about black or white,get your debit/credit cards & head over for a bite! #PizzaExpress will not accept notes of Rs500 & Rs1000 pic.twitter.com/dmnwLBI30f
— PizzaExpress India (@PizzaExpressIN) November 9, 2021
Great rendition of the concept of ‘change’ and the pun used.
Be it a change in the air or cash, we’ve always loved change. #IndiaFightsCorruption #BlackMoney pic.twitter.com/ysZMtVGFKo
— Godrej aer (@godrejaer) November 9, 2021
Monopoly players would love this!
Monopoly Nights will never be the same again! #CurrencyBan pic.twitter.com/1Nh2nX0EMW
— Burrp! (@burrp) November 9, 2021
The new chilled Foster’s bottle compares the current situation to its nifty design that keeps the beer extra chilled.
Don't fret over frozen currency, #StayRefreshed with an extra cold one, mate! #ExtraColdRefreshment pic.twitter.com/PxOZwdJ4uV
— Foster's India (@FostersIn) November 9, 2021
The spectacle maker makes a fun pitch for its services.
#Cash may be out of use, but #stylish #frames never are! Refer your friends and get #vouchers in your Paytm wallet - https://t.co/DxefvVSzCP pic.twitter.com/WGOc3r7BPX
— Lenskart (@Lenskart_com) November 11, 2021
Cadbury Dairy Milk
The chocolate brand looks to associate itself with new things, new beginnings and new celebrations.
— Cadbury Dairy Milk (@DairyMilkIn) November 11, 2021
The plyboard maker makes a smart association around termites and black money, both are infestations we need to get rid of.
— CenturyPlyIndia (@CenturyPlyIndia) November 15, 2021
— CenturyPlyIndia (@CenturyPlyIndia) November 16, 2021
The instant noodles gets into its elements!
Somethings are not(e) worth stressing about! #TasteFullDilHouseful #Rs500 #Rs1000 pic.twitter.com/jJG9ZZE3I3
— Wai Wai (@waiwaiindia) November 9, 2021
The hyperlocal delivery app defines how Indians should do their grocery shopping.
With the current cash crunch, we've got all your daily needs covered with online payments. Order now. pic.twitter.com/bpJ5AS7xLH
— Grofers (@Grofers) November 15, 2021
Don’t forget to share your favourites with us. Do share (in the comments) if you’ve come across real-time visuals around demonitization that deserve a mention here. And, always,’ say no to black money’ and ‘say yes to visual content marketing’ in this visual-driven media age.
Feature image courtesy: Sudarsan Pattnaik