In 2023, Zomato and Blinkit captured attention with their witty billboard exchange in Delhi NCR: “Doodh mangoge, doodh denge; Kheer mangoge, kheer denge.” The playful banter sparked a wave of FOMO (fear of missing out) among brands, prompting many to insert themselves into the conversation. A year later, Zepto and Shaadi.com took a similar approach, joking about the speed of Zepto’s deliveries versus the time it takes to find a groom. This demonstrated how brand banter had evolved into a key engagement metric, with more companies eager to participate.

The Rise of Brand Conversations

While brands interacting with each other is not a new concept, the digital age has amplified its reach. Wendy’s, for instance, introduced National Roast Day in 2018, playfully roasting consumers and brands alike on Twitter (now X). Back home, brands like Bumble, Tinder, Prime Video, Myntra, and Netflix have frequently engaged in witty exchanges on social media.

What is new, however, is how social media platforms like LinkedIn, Instagram, and Twitter now determine the success of outdoor campaigns. The strategy is simple and cost-effective: observe ongoing brand banter, identify how your brand can fit in, edit your message into the exchange, and capitalize on the engagement generated by the original posts.

Organic Banter vs. Manufactured Engagement

“I like banter, but organic banter,” says Nikhil Narayanan, creative head and brand director at Zlade, a personal care brand. He finds it ironic that brands force themselves into conversations unrelated to them.

“When Zepto and Shaadi.com’s brand heads did a collab, 20 other brands jumped in, but how many of them do you remember? Barring one, maybe none. Then what is the point of this? Apart from their internal team saying, ‘We also did something,’” he remarks.

The Social Media Evolution

Viren Noronha, co-founder of The New Thing, a social media agency that has worked with brands like Tinder, Flipkart, and Myntra, notes that meme marketing has followed a predictable pattern across platforms. Initially popular on Twitter, brand memes transitioned to Instagram via collaborations. Now, with Instagram saturated, LinkedIn has become the new frontier for brand engagement.

Noronha predicts that LinkedIn’s dominance in brand interactions will fade as users become more aware of “LinkedIn influencers” subtly promoting campaigns. “Go to the comment sections, and you’ll see people call it out—‘Hey, this must be part of some campaign,’ or they write ‘paneer posting’ and ‘Aaj admin paneer khayega.’”

Despite LinkedIn’s professional user base, including prominent CMOs and CEOs, Noronha argues that engagement depends on authenticity. “If Flipkart’s CMO talks about a campaign, it seems genuine. But if a random SVP of an unrelated company suddenly champions it, it feels forced.”

The Intent Behind Brand Insertion

The key question remains: why do brands, even those unrelated to a conversation, jump in? Beyond the allure of likes and shares, the strategy often lacks originality.

Narayanan criticizes this approach, likening it to “parasite behavior.” “Their social strategy is to wait for someone to crack an idea and then piggyback on it.”

For young brands without extensive budgets, does this tactic hold relevance? Narayanan disagrees, reiterating that most brands engaging in forced banter fail to make a lasting impact. “When Zepto and Shaadi.com did a collab, 20 brands jumped in, but how many do we remember? Maybe one.”

Noronha, however, acknowledges that moment marketing is now a fundamental part of social strategies. The key is to contribute meaningfully rather than hijacking a conversation for the sake of visibility. “Jumping into a trend should add value, not divert it.”

Measuring Success in Brand Banter

How does one gauge the effectiveness of such campaigns? Noronha believes earned media coverage is the best indicator. If trade media picks up the campaign, it signals success. However, he critiques the industry’s over-reliance on media mentions as a marker of achievement, often overlooking meaningful audience engagement.

The Future of Brand Banter

For Narayanan, the core issue lies in the lack of creative leadership within brands. Many internal teams are led by individuals without advertising expertise, resulting in repetitive and uninspired content. “Their advertising school is Zomato, and they are out of their depth.”

He calls for experienced creative professionals from agencies to lead brand strategies. “Only then will a brand’s creative journey across any platform be smooth.”

Conclusion

Brand banter remains a powerful engagement tool, but its effectiveness hinges on authenticity and relevance. While moment marketing continues to shape social media strategies, brands must focus on meaningful contributions rather than forced participation. The future of brand engagement lies in creativity, originality, and genuine consumer connections.

Author: Sonali kamble