Was there fish curry? Was there masala dosa? Or some really delicious smoothie? What was the playlist like? Retro? Funky? Classical? Were there stars – the famous ones, the infamous ones? Were pots of money squandered over such an extensive event? You must be thinking we are off our rockers and just rambling away.

But let’s just say –
Yeh Hum Hai, Yeh Humara Style Hai, Aur Yahan Moment Marketing Ki Baat Ho Rahi Hai.

Dananeer Mobeen threw a crazy party last month, and millions of netizens joined her. Must say, this was some kind of an insane party! The Pakistan based influencer had no clue what a storm her video will usher and get all the marketing arms of the biggest brands working their brains to capitalize on the viral – meme video called – Pawri Ho Rahi Hai. Dananeer, who had approximately 100k+ followers on Instagram, is currently basking in glory with more than 1 million followers. Yes, you heard that absolutely right. A video which turned Dananeer into an overnight sensation has even gotten the renowned celebrities to groove to the ‘Pawri Ho Rahi Hai’ beat. With more than 80 lakh views as of today, the Pawri Ho Rahi Hai video is a clean example of how brands, without any ado, rocked hard on this pawri anthem.

Dananeer’s Pawri Ho Rahi Hai became a moment marketing spot in no time for brands and influencers. Capturing the audiences’ attention with a picture perfect creative – the copywriters, graphic teams and a bunch of brains from the marketing vertical of various brands gatecrashed this Pawri like absolute pros.

Yashraj Mukhate of ‘Rasode Mein Kaun Hai’ fame, picked up this piece and as usual sprinkled it with his creativity. Here’s his quirky earworm


And here’s how the brands got busy pawrying, thanks to Dananeer.

Zomato-Instagram

Zomato-Instagram

Dominos Instagram

Dominos Instagram

SBI Instagram

SBI Instagram

Paytm Instagram

Paytm Instagram

MCD Instagram

MCD Instagram

DUNZO Instagram

DUNZO Instagram

Zee TV Instagram

Zee TV Instagram

ZOSTEL Instagram

ZOSTEL Instagram

BOAT Instagram

BOAT Instagram

OYO Instagram

OYO Instagram

Swiggy Instagram

Swiggy Instagram

Chaayos Instagram

Chaayos Instagram

Reliance Jio Instagram

Reliance Jio Instagram

Netflix Twitter

Netflix Twitter

Well, that’s some of the guests who made it to the pawri. Rest, as they say, the party never stops. Similarly, social media won’t stop pushing brands and influencers to up their ante and think on their feet when it comes to moment marketing; for this is what you literally call – ‘getting creative on the spur of the moment.’ Let’s see which pawri awaits them next and until then…let’s keep wondering, ‘How to make viral content?’ *Alexa, let’s do a case study on Dhinchak Pooja*