Sentimental Marketing: Learning Marketing without Marketing from an EduTech company

Have you watched the Yesterday Video of Dr. Vivek Bindra on Sir Ratan TATA???

Dr. Vivek Bindra, Founder, and CEO of the most profitable ed-tech company in India posted a video!

First, it seemed like a biographical video dedicated to Mr. TATA... though as the video proceeds the video gets shifted to a heartfelt side that why such a Great Personality still didn't get a Bharat Ratna award for the work he did and doing for this country, India.

Then Dr. Vivek Bindra comes up with a deal, "you tweet with these 2 Hashtags #BharatRatnaForRatanTata #RequestByDrVivekBindra and get my courses worth 36,000 + 18% GST, Free of cost, If you support me Trending with my 2 Hashtags!"

Everyone started tweeting on those two Hashtags, I also tweeted, although I was very sure that I can't qualify those two conditions needed to qualify for free courses, i.e. 100+ like and comment on your Tweet for Free course,

Yet I thought Mr. TATA gave India so much can't I give a Tweet for him?

So I tweeted and get disremembered about it! But Today when I opened Twitter "#RatanTata" was trending.

"#RatanTata" & #BharatRatna

Out of curiosity, I checked what's going on, It was an appeal by Mr. TATA to discontinue those two hashtags as he is already very happy with how he is and is very fortunate to serve this country.

But then I started wondering,

Mr. Bindra already knows many High-level people,

He already has all those sources to supplement Mr. Tata as a nominee for Bharat Ratna and at the same time, he is also giving his expensive courses for free for Just two tweets?

Just after the video when this question arises in my mind I thought maybe it is because of emotionality, why Mr. Vivek Bindra is doing this, but after the impact it made, I realize why it was so?

From Big News companies NDTV to Yourstory.com all were writing on this topic.

Impacts were like

He drew his attention on Twitter and got thousands of followers on Twitter within hours without spending his money on Ad-sense as other marketers do.

On social media, he also gets very much attention and praise for doing so.

On Youtube alone, his Channel got 100 Thousand Increased Subscriber base within few Hours

People might be thinking that he is taking So much loss for Ratan Tata to get him Bharat Ratna, or Let's tweet and tweet and get his Premium courses free of cost, Once in a Lifetime opportunity!

Whatever their(people's) Intent be, but the Purpose of "Bada Business" i.e. Marketing company to new customers and existing customers and acquiring new followers for a strong Social media presence got definitely accomplished.

Dr. Ujjwal Patni (Corporate trainer, many consider him as a rival of Vivek Bindra) also tried to run such hashtags earlier like #Students4India but get failed miserably to get any support or attention because he wasn't able to encourage people like Dr. Vivek Bindra did.

What Dr. Vivek Bindra did differently?

• He makes it seem like it is not marketing at all, even I realized it after becoming the part of it & the impact it had made.
• A high and powerful call to action.
• Reward points( Free Courses) like an Addictive Game give after achieving the target.
• Crystal clear Call_to_Action
• Used the Emotional side of people to compel them to move.
• He made an atmosphere of NATION FIRST with his previous videos like Atal Bihari Vajpayee video, Subhas Chandra bose video, APJ Abdul kalam sir video, etc. among his viewers i.e. Resonating with people as "Nationalism" is a hot topic currently in India.

Some might be thinking that what Vivek Bindra got except attention or subscribers from this Marketing stunt?

The One thing to understand here is Not every Marketing activity needs to have a direct impact on Revenue.

Just because it doesn't have a direct impact on revenue. Doesn't mean it wouldn't.

In Chanakya Niti's video of Vivek Bindra, I recalled he said :

"At the Root of every relationship there lies a self-interest, little or big, it always prevails."

If you haven't watched that video, Go check out, Observe the emotions of people in the comment section or on Twitter tweets, observe how they have done marketing even without letting anyone know that it has been done.

P.S. Never Under-estimate the Power of Brand and Community in Marketing.

Hope you appreciated this article, see you soon with a new one./\