India, Aug. 1 -- The dissonance around Amul's local twist on the recent Coldplay Kiss Cam scandal in its topical ad has spotlighted the significance of cultural connect required for any campaign to work, even if it's 'moment marketing'. Taking off on the viral moment that inadvertently exposed the affair between former Astronomer CEO and the company's HR chief, Amul wrote "Hum tum ek camera mein bandh ho," adding a tagline: "Only scoops, no oops!" The ad did not go down well.

A more recent Swiggy ad has been similarly panned by critics for its forced rhyming of the festival "Teej" with "Cheez." Swiggy's ad read: "Tu Teej badi hai mast mast," a twist on the popular song, "Tu cheez badi hai mast mast." The ad was criticised for reducing a ...