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The Curious Case of Alok Nath alias

Babuji from BollywoodHitesh Rajwani’s Marketing

Bytes

With Inputs from Mr. Sudarshan Srinivasan and Dr. Vikram Venkateshwaran

The Curious Case of Alok Nath

Hitesh Rajwani’s Marketing Bytes

• Veteran Bollywood actor Alok Nath rose to fame in 1987 with his role of Haveli Ram in television series 'Buniyaad‘ He later appeared in Maine Pyar Kiya, playing the father of Bhagyashree's character, Suman. He has also appeared in some of the biggest hits of Bollywood (Taal, Hum Saath-Saath Hain, Hum Aapke Hain Kaun and Vivaah) playing supporting roles as a father or uncle who is shown as a humble and a kind person.

• On December 30 , Alok Nath started trending on Twitter with initial tweets like ‘Our Nation only learnt about heart attack because of Alok Nath’

‘When Alok Nath is Out Of Reach On His Phone Call It Says Jis Upbhokta Ko Ap call Karna Chahte Hai Wo Abhi Havan Kar Rahe Hai.

• Since then there has been an absolute barrage of unflattering tweets and jibes revolving around the actor’s babuji image and his off beat dialogues regarding bhartiya sanskar and family values.

INTRODUCTION



• According to some reports, it was raining Alok Nath jokes just because 'Hum Saath Saath Hain' was aired on TV on Sunday night. The trend started with the sarcastic tweet which read "Our nation only learnt about heart attacks because of Alok Nath.“ and then the tweeples followed it up with digs , jokes and memes.

• Few other sources quote and attribute the initiation of the trend to the comedy act by Kapil Sharma at one of the award shows where in he acted as an IITian who marries all the daughters of Alok Nath thus helping him do a MAHA-KANYADAN.

• As quoted the trend started on 30th of December, and it picked up No. 1 spot on Tues day that is 31st of December. The virality does not stop here the jokes, memes on Alok Nath have been picked up at various other social media networks like facebook , quora , blogs , news reporting websites.

WHY

TRENDING



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The Curious Case of Alok Nath A

NALYTICS


1433 Tweets

792 Contributors 539,651 Reach

1.34 million Timeline deliveries1 lac fans on facebook

100’s of jokes & memesMore than 20 Blog Posts and articles

Data Source – Hashtracking, Social Mention , Mention

ALL THIS IN A SPAN OF FOUR DAYS

The Curious Case of Alok Nath A

NALYTICS


Data Source – Hashtracking, Social Mention , Mention

The Curious Case of Alok Nath c

ONCLUSION


• The curious case of Alok Nath going viral and becoming the internet sensation in India on New Years Eve is an excellent example of how unique and compelling content pushes a brand/individual forward to an extent that they go viral. It is the content that drives the force not the brand/individual/influencers. In this case most of the content is crowd-sourced which reiterates the importance of Content Marketing.

• The amount of buzz created around Mr. Alok Nath’s image has actually served to be a recall and reinforcement exercise altogether. He has already got an offer from Rajshri productions for their new show on Life Ok. It would be interesting to see how his managers and Public Relations officer leverage it to pull in better endorsement opportunities and push towards greater prospects.

• The case entails lesson for the new age marketers to switch towards the realm of content marketing. The bottom line is to understand what the customer/target audience wants and deliver it at their own terms at the right place at the right time. Content is the KING if you get it right , then the KING captures and expands his own KINGDOM

Hitesh Rajwani’s Marketing Bytes C

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