Many of us on Curry Up Now’s (Indian fast food retailer near us) notification list got a random text message “fsdafaf” on our phones. Undoubtedly, a test that was to be run on a test system was inadvertently run on the production system. Minor irritation and people must have moved on.

But Curry Up Now came back later with a classy message that was funny and thoughtful. Completely turned around a boo boo moment to an unforgettable one. If marketing is all about mental recall, this is way up in the ranks.

Loved the “fingers curried away” and “looks like our naan fell on their keyboard” puns.

And then after apologies, there is a small discount offer. The code to be used? Why, of course, FSDAFAF

That is marketing brilliance.

Well done!