uk-f-35-memes-soar-as-jet-stays-grounded-in-kerala

Engineers struggle to come up with a solution to fly the grounded British F-35 once more, but one thing is flying thick and fast in Kerala— memes. In what appears as a real demo of moment marketing, the Kerala government is competing with private companies to produce a combination of memes on the high-end fighter jet. Kerala tourism's advert was merely an appetizer; a platter of clever branding and sassy humour followed.

 

Reports suggest that it would be dismantled by engineers trained by the American defence company Lockheed Martin, the manufacturer of the aircraft. Only personnel trained by Lockheed Martin are authorised to carry out the dismantling process. According to reports, the engineering team will soon arrive at the airport, accompanied by British military officers. The entire dismantling process will be conducted under their strict supervision, with each stage being recorded in detail.

 

It is reported that the dismantled parts of the aircraft will be transported on a military cargo plane, the C-17 Globemaster. The aircraft is expected to land at Thiruvananthapuram for this purpose. The dismantling will take place in a high-security zone, and even each screw is expected to be assigned a security code to prevent any possibility of data leakage. Any compromise in the F-35’s stealth technology could potentially expose classified military information and jeopardise diplomatic and defence operations. To prevent such risks, the British military will ensure comprehensive security throughout the process.

 

Meanwhile, brands have leaped at the opportunity, flooding the internet with tweets featuring the pilot enjoying chai, snacking on Kerala treats, and even searching for a marriage match. Originally diverted because of adverse weather over the Indian Ocean while making a sortie from HMS Prince of Wales, the F-35B made a safe landing in Thiruvananthapuram as it couldn't make it back to the aircraft carrier. The jet has now picked up a technical snag and is awaiting repair. Even repeated efforts by visiting engineering teams have failed to fix the issue. Meanwhile, engineers toiled away on the jet, Kerala's marketers and meme-makers also moved in.

 

The state tourism department took the first shot: "Kerala is so great a place, I don't want to leave. Five stars – highly recommended," went a tongue-in-cheek 'review' from the jet. The post went viral, and others soon followed.

 

The Kerala State Industrial Development Corporation (KSIDC) put its own corporate twist on it, recalling that the jet wasn't so much here for the views, but to discover Kerala's booming high-tech clusters. KSIDC mapped out places such as the Vikram Sarabhai Space Centre, BrahMos Aerospace, Safran India, Keltron campus, IISER, IIST, and CET. Adorable artwork places the jet as a visitor taking selfies with sunglasses on.

 

"The campaign has been designed by our in-house team. One of its novelty factors is its capability for high-tech manufacturing and R&D in the defence sector as well as in the advanced space sector. The city of Thiruvananthapuram is famous for its backwaters and beaches. What is less known is that the city possesses a cluster of technical & scientific research institutions which render the city an investment destination of interest for the aerospace and defence sector. We're projecting this fact through the campaign," said Mir Mohammed Ali, Managing Director, KSIDC.

 

Milma, the state dairy brand, greeted the stranded plane with a windy remark: "Come on, who wouldn't want a cool break anyway?" They even threw in an injection of nostalgia with Kuthiravattam Pappu's iconic line from 'Vellanakalude Naadu': "Ippo sheriyakki tharam".

 

Private labels were not lagging behind. Easy Store, a showroom selling gadgets, utilised the jet to advertise its July sale, and a Palakkad-based mobile service centre proclaimed: "So what if it's broken? Isn't it our job to fix it…!"

 

Food companies also got into the act. Pavan Foods boasted that the jet accorded their snacks a five-star rating: "Pavan Foods made my Kerala trip even tastier. Every bite felt like home!" Mayil Foods called it an "expensive tea break" — because, obviously, "even the world's most advanced jets can't resist staying back in Kerala. Good snacks will do that to you."

 

Also read: Demanding Health Min's resignation, protests intensify in Kerala

 

Skybell Ice Creams had a laid-back pilot savouring one, whereas Alfa face tissues made light of a hot pilot remaining cool: "Not every flight goes according to plan — ask the jet. Good thing it's still within your control to stay fresh."

 

It's part of moment marketing, which is one of the primary strategies in digital marketing wherein we innovate by leveraging ongoing events. Reusing something that is already going viral in the news allows people to immediately relate with the content that we present, increases the recall of the event, and very much increases the reach for the brand.

 

In the meantime, a marriage website joined in on the fun by starting a campaign to get the pilot a perfect mate, despite the fact that the actual pilot had been replaced a day after landing. Schools and academies didn't fall behind either, teasing that the pilot grounded the jet just to register for their classes.

 

A regional PVC pipe and drainage company offered to construct a rainproof hangar for the jet. A solar firm guaranteed backup power. A car shampoo company demanded the jet depart with a shine. One online marketing agency tweeted: "This F‑35 may be grounded… but your brand doesn't have to be."

 

Even Kasaragod's Bekal Beach Park got into the act — in spite of the jet landing in Thiruvananthapuram. "Usual destinations take off, but Bekal Beach makes you stay," they tweeted, along with a photo of the fighter jet reclining behind the ancient Bekal Fort.

 

One creative meme imagined the pilot turning to ChatGPT to find the best seafood restaurant in Kerala — and ending up with a recommendation from Kannur, New Pulari Restaurant. “We’ve created several similar campaigns in the past, mostly around new movie releases. The biggest advantage of using widely recognisable content is that it helps take a local brand beyond its immediate geography. Here, the restaurant is in Kannur, but now it's drawing attention of people all over Kerala," said Sreelakshmi, Digital Head at Weightless Digital, Kochi, which created the content.

 

The F-35B had attempted several times to land on board the HMS Prince of Wales but failed due to bad weather and low fuel. It later sent out a SQUAWK 7700 distress call and was led by the Indian Air Force to Bay 4 of Thiruvananthapuram airport, which is a VIP-designated bay. The British High Commission has informed the BBC that the UK accepted an invitation to transfer the jet to the Maintenance, Repair, and Overhaul (MRO) facility at the airport.