Another article titled Melody Moments and a Taste of Earned Media by Sathyanarayanan R, Sundram Fasteners Associate Professor, Marketing, IFMR GSB has been published in ET Brand Equity from The Economic Times.
Sathyanarayanan examines the recent “Melody moment” involving Indian Prime Minister Narendra Modi, Italian Prime Minister Giorgia Meloni, and Parle’s Melody toffee as a compelling case of earned media in action. He places the incident in a broader context by drawing on notable precedents such as Michelle Obama’s J Crew appearance, Princess Diana’s association with Lady Dior, Kate Middleton’s “Duchess effect,” and Pope Francis’ Fiat 500L moment.
The article also connects these examples with academic insights on earned media, online virality, consumer commitment, and the coordination of paid, owned, and earned media. It offers practical guidance for brand managers on how to respond when an unexpected cultural or celebrity-linked moment places a brand in the public spotlight.
