Nippon Paint has unwittingly become the centre of a recent internet meme which replaces an iconic battle cry in a scene of Marvel’s Avengers: Infinity War, with its brand name.
Set in the fictional Wakanda, the war cry, “Yibambe”, is part of a phrase that means “Hold off” or “Hold fast” in isiXhosa, one of the 11 official languages of South Africa, according to multiple media reports. In the movie, Marvel character T’Challa, the Black Panther, and his Wakandan warriors are seen chanting the war cry before a major battle.
The video then saw “Yibambe” getting replaced with “Nippon Paint” through the use of subtitles throughout the cut scene. This causes the viewer of the video to confuse or associate the chant “Yimbambe” with “Nippon Paint”, especially those who are unfamiliar with the isiXhosa language.
One of the earliest videos pointing out the coincidence garnered around 52,656 views at the time of writing. A quick check by Marketing Interactive found other similar videos boasting the Nippon Paint logo going viral, gaining as much as 398,894 views, 8,400 reactions and 9,044 shares at the time of writing on Facebook.
When contacted by Marketing Interactive, Jon Tan, CEO, Nippon Paint Indonesia, said the parody clip was not done by the company. However, the clip did catch the company’s attention and “surely piqued” its curiosity as well.
“It would seem that after a decade of heavy advertising in Indonesia, the Nippon Paint brand commands a good top-of-mind recall. We are flattered to have fans instinctively associate Black Panther’s war cry to Nippon Paint,” Tan added.
That being said, Tan added that there are doubts if the video would enhance its branding in anyway, despite being a strong validation on the “high top-of-mind recall its brand now commands in the Indonesian market”.
(Photo courtesy: Marvel)