Did Brand Factory's Made For Mumbai Twitter campaign fall flat?
In an attempt to celebrate Mumbai's spirit Brand Factory's latest post which is part of their latest #MadeForMumbai campaign couldn't get its message across
In its attempt to celebrate the relentless spirit of Mumbai, it carried out a #MadeForMumbai campaign on Twitter featuring posts on elements that define the city like local trains, vada pav, panipuri and Sachin Tendulkar.
Its very first post last week on train commuters (which depicts a Mumbaiker trying to catch a moving train from a platform) didn’t go down well at all with the users. It read out ‘There are few in this world who can get into the most crowded train like a star, be it Virar or Badlapur Fast! Those people are #MadeForMumbai. #Retweet this with #MadeForMumbai if you are one of them.’There are few in this world who can get into the most crowded train like a star, be it Virar or Badlapur Fast! Those people are #MadeForMumbai.#Retweet this with #MadeForMumbai if you are one of them. pic.twitter.com/RyISValz5x
— Brand Factory (@BrandFactoryIND) April 23, 2018
Unfortunately it was met with unheeded criticism with some even demanding it to be removed while some commenting on its misleading messaging. The brand did try to cautiously tact with it.
With such poor infrastructure in Mumbai and overcrowding #MadeForMumbai is not a choice but a compulsion for most Mumbaikars
— surya joshi (@surya4885) April 24, 2018Im not questioning your intention. The problem is in the photograph. A man is boarding a running train. The text when seen with the photo propagates a wrong message.
— Young India (@Tweelak) April 26, 2018Its time Brand Factory kick out its creative director and/or online marketing head. Never thought such scrap woud come out from @kishorebiyani nest.
— Imran Khan عمران خان (@imrankhansaab) April 25, 2018All we wanted to say that, even a crowded train does no stop the spirit of a Mumbaikar, he still makes it and work the day with a smile.
— Brand Factory (@BrandFactoryIND) April 26, 2018It is not something to be proud of. It is an example of public mismanagement and not 'being a star'. Please dnt promote and glorify these governance failures.
— Tweetaanu (@tweetaanu) April 24, 2018Meanwhile the brand continued posting out something everyday related to the campaign but those didn’t fetch in much reaction.
The one who has traveled the world but still nothing can beat his/her love for Vada Pav. Tag that #MadeForMumbai person.
Share if you are one of them! pic.twitter.com/rqXF8efQT2
— Brand Factory (@BrandFactoryIND) April 27, 2018What do brand experts think about?
Brand expert Harish Bijoor pointed out that though the #MadeForMumbai holds the promise as a thought, the execution didn’t work out well. “Current executions are flawed. In a politically correct society no flaws are really tolerated. And, possibly, therefore the flak.”He added, “The 'spirit of Mumbai is a sacrosanct piece. It cannot be played with. The moment you attach commerce, questions will be raised as they are being.”
Saurabh Uboweja International Brand Expert and CEO Brands of Desire, posed another question, “Who is their target audience and what are they trying to establish with it? Is it people from Mumbai? When you are building a brand you have to create equity for the customers to feel that they are kings and that they are not foolish. You shouldn’t dilute their equity.”
He added, “If they are talking to some one in Delhi or Bangalore they will wonder why are they (people in Mumbai) accepting potholes. So whatever Brand Factory is trying to do it is inadvertently sending wrong signals with their posts. There is no clarity of application of thought in the way campaign has been thought out. This particular group hasn’t got the right attention. The overall campaign and its execution is pretty ordinary and not well thought out."
We tried reaching out to Brand Factory but we could not get a definite response from them. However, they will continue with this campaign for sometime.
