The historic Chandrayaan 3 landing on the South Pole of the moon last week, let loose a flood of moment marketing with brands capitalising on the space exploration milestone.
PRmoment India picks some of the favourites by PR pros as well as showcases how PR firms showed their pride.
PR Hits on Chandrayaan 3
Not surprisingly, It's Amul all the way for most PR pros. Bhaskar Mazumdar from Egis, senior communications consultant Mou Chakravorty, American Express's Shreya Sabharwal and DPNC Global's Tilak Chowdhury. Check out the 'over the moon, Amul creatives:
Communication leader, Kavita Lakhani, picked travel firm ixigo for its imaginative rendering of what a trip to the moon would look like:
Roma Balwani, CEO-IDCA's, says her favourite Chandrayaan 3 post was, "Brand Anand Mahindra on Twitter, now X, on his reply to BBC news!" Check out what Mahindra, well known for his viral posts on X, formerly Twitter, had to say to a BBC reporter critiquing the money spent on Chandrayaan 3.
This is what the BBC anchor said:
Listen to what BBC had to say about #Chandrayaan3— Megh Updates 🚨™ (@MeghUpdates) August 23, 2023
- Should India which lacks in Infrastructure and has extreme poverty, Should they be spending this much amount of money on a space program pic.twitter.com/dz28aaaS1T
And this was the sharp riposte by Mahindra:
Really?? The truth is that, in large part, our poverty was a result of decades of colonial rule which systematically plundered the wealth of an entire subcontinent. Yet the most valuable possession we were robbed of was not the Kohinoor Diamond but our pride & belief in our own… https://t.co/KQP40cklQZ— anand mahindra (@anandmahindra) August 24, 2023
Some old fashioned outdoor advertising with Magicpin
And the hyperlocal e-commerce brand, Magicpin, changed it 50 foot tall signage in honour of the moon landing, and also offered discounts in keeping with the cost effective budget for the lunar mission.:
Check out the signage below:
Is highlighting the mission cost good or bad PR?
The cost, of the Chandrayaan 3 mission at 75 million, less than half of the budget for Christopher Nolan's Interstellar movie astounded netizens, including Elon Musk. At the same, entrepreneur Alok Kejriwal , co-founder, Games2Win, felt its a mistake to highlight the cost advantage of Chandrayaan. Kejriwal, leveraged his brand as truth speaker on business, and had this to say, "Once again, the low cost of Chandrayaan-3 is being highlighted by comparing it to movies. At nearly $75 million, it is cheaper than the 2014 sci-fi movie 'Interstellar' and even the recent Bollywood movie 'Adipurush' which cost slightly more than the mission. The frugality of India's space odyssey has become the talk of the world. How does Indian Space manage to keep the costs so low?" (from ET)Why?
Let's shout out loud about the capability, tech, engineering and mastery of science that India has achieved to do the World's FIRST landing vs "we did it cheaper." When costs become the top USP, the deeper layers of value creation get obfuscated."
My own personal favourite is Zomato, whose social media and notification game is strong. Perhaps, its the modern day Amul. Not only did they have a bunch of fun creatives, Zomato also sent several sweet alerts from the app, one that even linked to the live telecast from ISRO. Truly on point. The best of the creatives is this one, on the brand promise and yet doesn't overshadow Chandrayaan 3:
PR firms celebrate Chandrayaan 3
Genesis BCW was among the first off the block with this post:
Here's to reaching for the moon and making dreams come true. Proud moment for us Indians with the lunar touchdown! pic.twitter.com/zMlodfWauI— GenesisBCW (@GenesisBCW) August 23, 2023
Adfactors PR honoured the hard work and dedication that achieved the moon landing:
23rd of August 2023 will go down in history as the day ISRO successfully landed the unmanned spacecraft #Chandrayaan3 on the moon.— Adfactors PR (@AdfactorsPR) August 23, 2023
This is a wonderful reminder of what can be achieved through dedication, hard work and perseverance.
Congrats Bharat 🇮🇳 pic.twitter.com/YD40keskZV
On Purpose neatly combined their brand promise of purpose with the moon shot:
The successful landing of Chandrayaan-3 on the Moon stands as a vivid reminder that enduring expeditions find their fuel in a resolute sense of purpose 🚀🌕 #Chandrayaan3 #Moon #India #ISRO #Comms4SocialChange— ON PURPOSE (@OnPurposeComms) August 23, 2023
(Image credits - ISRO) pic.twitter.com/wMaTteG8D0
Kaizzen played around with the word Chandrayaan to deliver this homage
We are over the moon today!#Chandrayaan3 has finally landed on the moon. It’s a moment when our heart brims with pride. Indeed, it is a #ChandrasticMoonment for the nation. We congratulate team #ISRO on this historical achievement.@isro #ChandrasticMoonment #bigdayforindia pic.twitter.com/xckl17rQ2f— Kaizzen (@KaizzenComm) August 23, 2023
V 360 group capitalised on an old Hindi couplet for this sweet creative
This is what MSL had to say, expressing the pride of all Indians!
This is how Indian brands and PR firms celebrated a momentous milestone.