We all remember CRED's killer campaign with Rahul Dravid recently where they invested money, time, and huge efforts in conceptualizing, creating, and producing the ad, not to forget paying his big fee. They got a lot of buzz for sure, but what did Zomato do? They broke the internet with just one silly, cheeky tweet saying ‘Indiranagar deliveries miiiiight be late’! What a way to grab attention by using the virality of someone else’s moment! That is Moment Marketing for you. . Is Zomato the heir apparent to Amul? Who does it well? Who fumbled bad? Who shouldn't do it at all... Stay tuned as we discuss the risks vs rewards of Moment Marketing.