#ExtraFormat brand posts are shifting the spotlight to themselves and not letting their brand qualities remain in the background.
The template was sailed by Red Chillies Entertainment to promote their upcoming release - Kaamyaab. The movie is about an 'extra' (background actor) attempting to give an 'extraordinary' performance as his 500th film. The production house devised a post format through the core idea of the film and promoted a dialogue through their post.
Soon the notion of something being 'extra' i.e. not important and something being 'extraordinary' was adapted by several #ExtraFormat brand posts.
Several brands used the topical format to highlight their "extraordinary" qualities. Such as 9 Degree Brew Works affirming brewed beer being better than bottled, Pampers diapers being softer than cotton, Tata capital letting you live the extraordinary life, BOX8 maintaining the only thing better than Gulab Jamun is Gulab Jamun + Ice-Cream.
More brands let out the extraordinary while YouTube India takes a dig at the extraordinary intro of "few" creators.
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