MAM
#BabaKaDhaba, a perfect influencer marketing case study?
NEW DELHI: It started, as many viral sensations these days do, with an Instagram post. Only this time, it wasn’t a celebrity’s staged photo-op or a kitten or puppy’s cute antics, but an octogenarian couple struggling to make ends meet.
Food blogger and Instagram influencer, Gaurav Wasan (@youtubeswadofficial) is usually on the lookout for lesser-known eateries around the Delhi. Earlier this week, he happened to stumble upon Baba Ka Dhaba, run by an elderly couple. The owner, Kanta Prasad, said the pandemic had shattered his small business and there were hardly any customers visiting the food joint even after the unlock phase.
Their despair came to light when Gaurav captured the visuals of the old man breaking down in tears as he related how, even after working for the entire day, he can hardly scrape together Rs 60. Gaurav shared the video on his Instagram page and asked his followers to support the elderly couple, and others in the same predicament, in every possible way.
Within hours, the video went viral – garnering around a million views the same day. People started extending helping hands to support the tiny business. But the real magic happened when Vasundhara Tankha Sharma posted the same video on Twitter and urged netizens to #supportlocal. Sharma’s tweet racked up thousands of retweets, comments, and likes and #BabaKaDhaba started trending. This led other influencers, YouTubers, media houses and content creators to visit the food joint and spread the word. The story got amplified, and long queues were witnessed at the small shop.
The power of social media is truly amazing
What can be better if the power of social media is good for a poor person #BABAKADHABA pic.twitter.com/QKnW9OZXt4
— Raj Nathani (@RajNathaniBJP) October 8, 2020
Experts feel that the hype built around Baba Ka Dhaba will ultimately fizzle out but it has shown the positive impact and true potential of social media.
Mad Influence founder and CEO Gautam Madhavan was of the view that the number of people standing outside the dhaba will go down, but his business definitely improved and picked up pace compared to before. In short, he will earn and live better than yesterday.
People started searching for #BabakaDhaba and there was a massive interest in the audiences around the subject. The interest levels went from zero-to-hundred in no time.
Filter Coffee Co. creative head Rahim Musani said that the video received one of the most organic reactions and struck a chord with the audience, which showed us all the power of social media and over-night virality.
The video made its way into celebrity circle, with actors like Sonam Kapoor, Raveena Tandon, Randeep Hooda, Swara Bhasker, Nimrat Kaur, cricketer R Ashwin, and many others stepping up to offer financial help. AAP MLA Somnath Bharti met the elderly couple and assured them of support.
#dilliwalon #dil #dikhao. Whoever eats here, sends me pic, I shall put up a sweet message with your pics ! #supportlocalbusiness #localvendors https://t.co/5DH73wz3SD
— Raveena Tandon (@TandonRaveena) October 8, 2020
This is what happens when we just believes on viral things. Nobody noticed that Kachaudi wala in crowd. He might be needed the same help but ..#BabaKaDhabha
Please Be Vocal For Local. pic.twitter.com/bQeXKlDm4g— Sumit Kumar (@MeSumitKumarr) October 8, 2020
Many brands too joined the cause.
Food delivery app Zomato listed Baba Ka Dhaba on its app. The brand’s team is working with Kanta Prasad and his wife to enable food deliveries.
UPDATE: baba ka dhaba is now listed on zomato and our team is working with the elderly couple there to enable food deliveries
thank you to the good people of the internet for bringing our attention to this
— zomato india (@ZomatoIN) October 8, 2020
PepsiCo also gifted the old couple a beverage cooler with free stocks of its line of drinks. In fact, the company saw this as an opportunity and revamped the dhaba with Pepsi branding.
Dating app Tinder said in one of its tweets: “We recommend Baba Ka Dhabha for your next date.”
We recommend #BabaKaDhabha for your next date
— Tinder India (@Tinder_India) October 8, 2020
The National Restaurant Association of India (NRAI) has pledged to improve the infrastructure of Baba Ka Dhaba and make it Covid2019 compliant.
As of now, the food outlet and the elderly couple have been sponsored by a beverage, phone, e-wallet, online food, and brands from other categories. They have completely revamped the look and feel of the outlet.
Although it was very clear that brands simply aimed to hop on the popular trend as it generated great earned media for them at an extremely low cost. The news about their associations was promoted in the news outlets -online and offline, and social media pictures.
In professional circles, however, the overarching impression seemed to be that the lifespan of an overnight internet sensation like Baba Ka Dhaba is limited and the buzz around them will be quite short-lived – unless they find a way to make the most of all the exposure both personally and professionally.
According to Whistling Woods International chief technology officer and vice-president Chaitanya Chinchlikar, the Baba Ka Dhaba video isn’t an ideal example of influencer marketing. “It’s an example of the innate strength of social media platforms and the ability of the right content at the right time to capture the attention of millions and spread globally, practically overnight.”
Monk Media Network creative director Adrine D'mello also doesn't consider it a classic case study, but an instance in which netizens collectively showed that the power of social media is immense. “A video that was recorded to just try and get the elderly couple some exposure through the network of friends and family just got bigger and bigger, with celebrities eventually joining in to support the cause,” he said.
The viral video has also prompted several social media influencers and content creators to look for other such food joints who may need support from the people. One such food joint that emerged during the weekend was from Agra.
On the other hand, Wasan, the Instagram influencer has garnered around 30 million views on the video at the time of filing this story. He’s also registered a massive uptick in follower count – from 26k followers a few days ago to 180k followers now.
The organic reach which Wasan got in real-time is astonishing. This particular case study shows the power of the influencer community, what can be achieved if it’s leveraged properly.
Baba, keep going strong! India's best wishes are with you.#BabaKaDhaba #PaytmKaro pic.twitter.com/Q5z7dcjkiv
— Paytm (@Paytm) October 9, 2020
“The hype around it will settle down in a few days. However, the video and the name will stay with people. Baba Ka Dhaba has become a landmark and will be remembered like that,” D’mello concluded.
MAM
DB Group names Abhay Dubey as chief brand marketing
Seasoned marketer brings regional muscle and launch savvy to DB
LUCKNOW: Dainik Bhaskar Group has appointed Abhay Dubey as chief brand marketing, strengthening its leadership bench as the media major sharpens its focus on brand-led growth.
Dubey steps into the role after a high-impact stint as regional marketing manager at Reliance Broadcast Network, where he led data-driven regional campaigns and rolled out new initiatives from concept to completion. Based in Lucknow, he steered end-to-end account marketing, orchestrated launch events, and fine-tuned go-to-market strategies with a sharp eye on budgets and brand visibility.
Before that, he served as area marketing manager at Mahindra Holidays & Resorts India Limited, handling business development, media buying and integrated branding campaigns across Uttar Pradesh. His remit included planning new service launches and working closely with creative agencies, media owners and government departments.
Dubey also held the position of brand manager at EM3 Agriservices Pvt. Ltd., where he drove product launches, demand generation and stakeholder engagement. Earlier in his career, he was head of marketing at Saffron Communications Pvt. Ltd., overseeing integrated campaigns across sectors, and began his journey at Jagran Engage, building experience in advertising and lead generation.
With expertise spanning digital marketing, brand management, demand generation and below-the-line advertising, Dubey brings both strategic planning skills and hands-on execution experience to the table. His track record suggests a marketer who is as comfortable crunching numbers as he is crafting narratives.
At DB Group, he is expected to shape sharper brand strategies, amplify market presence and ensure campaigns that do not just make noise, but make sense.
