Flash mob: a new marketing tool?

Big corporate and production houses have found a new publicity tool in flash mob s – the sudden dance or act by a group of people at bustling public places like railway stations, markets or shopping malls. Ambika Sharma, managing director and CEO of Pulp Strategy Communication, which organised the flash move for the flick, says that flash mobs as part of a marketing initiative are a great enabler of buzz, provided there is an existing call to action.