 "Model of Chandrayaan 3")
India in on the moon. And so are its brands, it seems. From matrimonial websites to washing detergents, major brands are lining up for a ride on the Chandrayaan success. Picking on themes of quick deliveries, safely reaching destinations, smooth landings and national dreams, ads have weaved India’s moontale into witty one liners and visual puns.
Delivery apps, for instance, couldn’t harp enough on the “safe and timely delivery” theme. Zomato’s ad kept it simple, with an artistic rendition of Chandrayaan on the lunar surface, and the address bar reading “moon.” Before the landing, Zomato had also posted on X an image of sugar and curd, wishing success to ISRO and the lander. Swiggy paraphrased a common angry enquiry on the location of its delivery executives. Blinkit also punned on a successful delivery, going as far as hanging a lemon-chilli charm on their office laptops, and posting on X about it.
Zomato:
Swiggy:
Blinkit:
Uber, meanwhile, led with the now iconic “location pe aa gaya hoon”, a line most of its users will relate to.
Uber, like many other brands was also referring to the message that the Vikram lander had sent back to ISRO, after touching base on the boon. It had said, “India, I have reached my destination, and you too.” Make My Trip, made a slight tweak to the original message, while pointing out this was a message that the entire nation was waiting for. Jeevansathi.com, meanwhile, believes the message is part of a universal “love language.”
dear @isro, all the best for Chandrayaan 3 landing today pic.twitter.com/MPWL5uO7vJ
— zomato (@zomato) August 23, 2023
Swiggy:
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Blinkit:
India to the moon - your order was successfully delivered ????????#Chandrayaan3 pic.twitter.com/n4HbUmIN2J
— Blinkit (@letsblinkit) August 23, 2023
Uber, meanwhile, led with the now iconic “location pe aa gaya hoon”, a line most of its users will relate to.
Uber, like many other brands was also referring to the message that the Vikram lander had sent back to ISRO, after touching base on the boon. It had said, “India, I have reached my destination, and you too.” Make My Trip, made a slight tweak to the original message, while pointing out this was a message that the entire nation was waiting for. Jeevansathi.com, meanwhile, believes the message is part of a universal “love language.”
MMT:
Jeevansathi:
Pepsi, Café Coffee Day, and Mountain Dew hitched their familiar taglines to the moment, while Durex went for their own naughty twists in the moontale.
Dew:
CCD:
We’re over the moon, quite literally! Congratulations to the whole team at ISRO, you’ve brewed yet another victory for the country.#chandrayan3 #isro #indiaonmoon #vikramlander pic.twitter.com/GFX6JEL0Kf
— Cafe Coffee Day (@CafeCoffeeDay) August 23, 2023
Durex:
Amul, however, one of the most consistent brands when it comes to celebrating crucial moments in the nation’s history, released four Amul Girl ads to mark the occasion.
Commenting on why brands are quick to capitalise on momentous occasions, and tend to weave their brand narratives around these, Samit Sinha, founder and managing partner at Alchemist Brand Consulting, explained: “Whenever a significant milestone is achieved for the nation, be it winning the World Cup, or becoming a nuclear power, or indeed the Chandrayaan-3 moon landing, not only does it become an occasion that grabs the headlines with affirmative news, but also unites all citizens and creates a wave of feel-good emotions of pride and joy that sweeps the entire country for a while. Therefore, it makes perfect sense for brands to want to hitch a free ride on this wave of upbeat sentiments while they last and have some part of it splashing on them too.”
Ratul Anand, a senior media researcher at the University of California, Santa Barbara, “Hitching your brand narrative to a crucial historical event, also signals your connection with the community and the stories that it relates to. It is part of the brand’s effort to humanize its narrative, and relate to the customers it wants to connect with.”
As the euphoria around the nation's first successful moon landing slowly winds down, chances are the Brandyaan will roll on for a few more days.
