In this ever-changing world, no one can ever expect branding to remain the same for long. With new businesses coming up everyday, products and services face aggressively evolving competition.
The latest trend in branding is cross-brand collaboration, which is seen almost everywhere. A big X is always seen being punched in between two brands across all the fields such as fashion, beauty, travel, homeware, entertainment and beyond.
What is this collaboration all about? Well! This could be just another advertising strategy being used to hammer hard for great short-term social media awareness and hype across the younger generation.
In this article we have delved into the details of the cross-branding, showcasing an in-trend example of the collaboration and what are they gaining from this symbiotic relationship. Read on!
Cross-branding or collaboration is an advertising strategy that is done when two brands come together to work and create a new campaign that simultaneously benefits both.
Cross-branding is done with the intention of growing awareness of their individual brands via reaching the customers of each other. Cross-branding is most effective and useful when the brands cater to a similar stature of product or service.
Co-branding must not be confused with influencer partnerships and paid promotions. Brand collaborations are when two or more businesses join forces to create a campaign, launch a new product or accomplish a mission of the same kind.
There are a variety of brand collaborations that one might have seen quite a few times on socials like Instagram giveaways and takeovers, a joint product release, and shoutouts.
Trends are something that spread like wildfire. If a brand is capable of starting a trend, they suddenly become the talk of the town. This is the most cost-effective way to boost branding.
Brand collaboration is one such trendsetter. Taking that opportunity, Zomato and BlinkIt came together to do their branding.
Very recently the internet got a glimpse of another amazing cross-branding culture, where an Instagram post of two creative billboards was put up by Blinkit in collaboration with Zomato, stating Doodh mangoge, Doodh Denge for BlinkIt and Kheer Mangoge, Kheer Denge for Zomato. This quickly caught the eyes of netizens and soon became the talk of the virtual town.
In no time a simple collaboration post became a full-blown tool for a marketing opportunity, with several other brands quickly joining in to milk the doodh-kheer message, putting their brand forward.
The ad collaboration very wittily twisted the dialogue of a very famous movie that says Doodh Mangoge Kheer Denge, Kashmir Mangoge Cheer Denge.
In order to be the trendsetter, brands need to catch the right time to hit people with a new trend either in the form of a meme or a reel.
Here the two brands chose to come up with a very simple post that is being enjoyed to the hilt and promoted with other brands adding their bit.
Experts say that Zomato has always been creative with their copies, ads and message marketing, that’s why they are very relevant to this forgetful generation.
This campaign by Zomato and Blinkit seems effortless. The team knew that people would love this and deliberately left space out in the post so that others could participate.
The main reason for collaboration is to open up new complementary opportunities and put the brands forward in front of potential customers.
A collaboration like the Zomato X BlinkIt has vastly increased the brand’s reach as they are hitting the two sets of customer base rather than one. Giving a hint of mutual promotion from one brand that the other brand can be trusted.
The other benefits of this symbiotic relationship between the two brands are:
Cross-branding is an excellent way to expand a brand without having to make a huge investment in resources and create expensive campaigns. Just a simple post or a shout-out for each other does the job.
This not only boosts sales and brand awareness, but it also leads to a good relationship between the two brands.
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