Marketing the De-Monetization Moment


  •   Sheenu Jain Jaipuria Institute of Management, Jaipur
  •   Swati Soni Jaipuria Institute of Management, Jaipur



Moment Marketing, Demonetization, Brand Leverage.


Marketing to consumers based on the planned campaign has become history. The new and effective strategies are powered on immediacy and real - time moments and showcasing brands on the spot creativity and swiftness. Social media is also playing a powerful role for marketers to drive their campaigns to consumers. In this paper the author explores what is the business use of real -time marketing and why it is gaining momentum in the marketplace and how brands are leveraging the tides of change. Demonetization of currency was one such moment that marketers used for marketing themselves and connected to the consumers in no time. In this paper author also highlights with numerous examples how the de-monetization moment was marketed by Indian brands and what tactics were used by them to remain relevant at the same time to grow their business.




How to Cite

Jain, S., & Soni, S. (2017). Marketing the De-Monetization Moment. Adarsh Journal of Management Research, 10(1), 51–64.





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http://brandequity.economictimes.india article/news-ani/paytm-helps-india-adoptmobilepayments-post-demonetization-116111700400_1.html article/news-ani/jugnoo-s-no-cashnovembercampaign-gains-momentuma midst-demonetization-116111600587_1.html

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