How we pundit for our twitter engagement
Audiences to suitor needs
Being a typical young and eligible Indian brand, we at Dunzo had attained that crucial age where our overriding aspiration was to seek suitable audiences from well settled backgrounds, alluring them to commit to a long and happy relationship.
Arrowing down strengths
How do you get them to pick you? Although this question made us quiver, we were soon struck with the divine realisation that to win a place in the audiences’ hearts, we needed to do something truly epic. Bowing to their demands, we picked up puns as our weapon of choice. We’ve since aimed to release our messaging with pointed wordplay, tied together by exquisite design.
Understanding grasp-roots
We were fairly convinced that we had found the right direction. But it wasn’t always a bed of flowers. While our enthusiasm was as far up North as could be, the audiences’ response somehow, was hurtling South. It turned out that some of our initial advances didn’t speak the language of our audience. The smart and beautiful post of our dreams wasn’t translating into real numbers. Clearly, there seemed to be a lack of understanding in our relationship.
The right moves
So we halted, regrouped, and took a moment to retrace our steps to truly find the rhythm of our audience. To study their actions and more significantly, their reactions. We broke down our posts into individual parts and moved them around to gauge the response. Our big learning from this, was to choreograph our posts in such a way, that they were either relatable enough for the audience to participate, or bold enough for the audience to appreciate.
Laugh is blind
It’s not uncommon in relationships for people to lash out. We’ve found that puns conveniently allow you to look at grave situations with a tint of humour. Their nature to subtly disarm behaves as a protective shield from the harmful gaze of internet trolls, who are perennially primed to take offence without batting an eyelid. You see, through puns, throwing shade is as simple as wink.
Rose to the moment
As far as our posts go, our top picks are from topics that tend to trend. Ultimately, it’s about finding that special post which hoists you high enough to stand out of a crowd. It’s about riding that internet wave, finding a suitable angle, and timing it to perfection in order to lay claim on your audiences’ hearts. Using that special moment to keep the audience in the loop, is every brand’s wed dream.
Being herd
And then, there are those posts which are handed to you on a platter. You don’t quite spend enough time with the idea, or get to really know its personality, but somehow this arranged version appears to have worked for others. At Dunzo, we instinctively avoid succumbing to the pressures to follow a format, unless it’s love at first sight, and are attracted enough to see a future together.
Follow your art
Sometimes, it’s okay to break tradition as long as it clicks with the audience. To bare your heart out, putting your complete trust in the idea and design, is what makes the audiences value you as a brand. Most often, there’s no need to hide earnest intentions behind the facade of marketing rituals. Show them who you truly are. Take that leap of faith, for it’s only then that they too will take the plunge.
Mind your buzzness
Word spreads as rapidly as gossip, and soon our puns got happy nods of approval. We did learn along the way, that our statements were always under heavy scrutiny and up for quick judgements. Hence, we take special care to keep our posts from raising the wrong eyebrows, and avoid being crass or offensive.
Make a name
With time, even our audience began dancing to the tune of the #DunPuns. Joining the party with punny moves of their own. We even went on to step it up a notch, with our signature move — punning on the names of the handles that left us nice comments. Punning is now hip , and no one seems to be saree about it. We even receive special requests. “Dunzo do your thing” has since become a popular number, and the name puns keep us on our toes, goading us to put our best foot forward.
A big PHAT “Yes”
Although our journey on twitter has been khabhi khushi kabhi gham, we’ve realised that eventually, it’s all about loving your brand. Getting your audience to know where you’re coming from and wholeheartedly accept you, sets you a class apart.
Aisle be there for you
We can’t say we got here without a hitch, but now we’re at a place where a joyful marriage of puns that are elegantly english and delightfully desi has us hoping that a happily ever after will eventually unveil.
