CE DESK 
Thanks to a now-famous “kiss cam” gaffe and Amul’s signature wit, a humorous moment at a recent Coldplay concert has drawn attention from both the music and marketing communities.
The audience was treated to a traditional “kiss cam” segment during Coldplay’s eagerly awaited performance, in which cameras from the venue move around the crowd, stopping on couples and urging them to kiss on the big screen. A couple who were suddenly in the spotlight hesitated, which led to cheers, laughter, and a viral social media moment. This was the result of a playful blunder. The video swiftly went viral online, inspiring viewers all over the world to comment on the endearing but awkward interaction.
Amul, the well-known Indian dairy company known for its topical advertisements, never missed a cultural beat and released a clever response to the viral incident. Both concertgoers and online viewers were immediately moved by the topical’s cheeky, endearing caption, which featured the “kiss cam” couple. In addition to contributing to the event’s worldwide buzz, Amul’s advertisement strengthened the company’s standing as a source of timely, pertinent, and humorous commentary.
This “blunder turned viral” has served as a prime illustration of how pop culture events can spark the advertising industry’s creative juices. Using the episode as a case study for real-time content marketing and brand responsiveness, marketers and agencies praised Amul’s quick thinking. The campaign combined pop culture, music, and consumer interaction, showcasing the ability of humour and adaptability to link brands with popular topics.
Amul’s advertisement was commended by both fans and marketers for its lively tone and social awareness. The original concert moment and Amul’s reach were both enhanced by the abundance of comments, memes, and shares on social media platforms. Experts in the field cited this as a successful illustration of how companies can turn unanticipated public events into memorable commercials with widespread appeal.
In addition to making concertgoers happy, Coldplay’s widely shared “kiss cam” incident created new opportunities for timely advertising and creative engagement. A brief, uncomfortable moment was turned into a memorable brand narrative by Amul’s ingenious topical advertisement, which served as a reminder to the industry that cultural agility is still a reliable strategy for connecting with contemporary consumers.
About The Author
