In the world of advertising, pushing boundaries is often par for the course. However, some campaigns have stumbled into stormy waters, igniting controversy and sparking heated debates. From food delivery apps to high-end jewellers, and from festive ads to celebrity endorsements, there are controversial ads that exemplify the balance between creativity and cultural sensitivity. A recent example highlights this global phenomenon: US telecommunications company C Spire pulled its ads from the Paris Olympics after the opening ceremony including a performance featuring drag queens, which was perceived by some as a mockery of the Last Supper. This led to widespread outrage among religious groups and C Spire’s decision to distance itself from the controversy. Here’s a closer look at some of the ad campaigns that went from bold to controversial, and the lessons they offer for navigating the complex terrain of modern advertising. (The ad campaigns discussed in this article are presented in no particular order of significance. BrandWagon Online has selected these examples to illustrate various aspects of controversial advertising but does not imply any specific ranking or prioritisation.)
Zomato’s ‘MC BC’ ad
Zomato, the food delivery giant, decided to spice up their ad with some spicy language. The campaign, featuring the notorious slang ‘MC BC,’ landed the brand in hot water faster than a plate of spicy biryani. Critics claimed it was a case of poor taste, leaving many wondering if the app’s delivery policy included a side of controversy. Zomato’s attempt to be edgy ended up serving a heaping plate of backlash instead.
Tanishq’s interfaith marriage ad
Tanishq’s ad featuring an interfaith couple was a beautiful representation of modern India’s diverse tapestry. However, some right-wing groups decided to play the role of cultural gatekeepers, accusing the brand of “promoting interfaith marriages” as if it were a crime. The result? A boycott so fierce it could have been sponsored by the ‘Cancel Culture Club.’ In the end, the ad was pulled, proving that love, in this case, was indeed a battlefield.
FabIndia’s Jashn-e-Riwaz
FabIndia’s Diwali campaign, titled ‘Jashn-e-Riwaz,’ was meant to celebrate the festival in style. Instead, it ignited a fireworks display of its own—this time, aimed at the brand. Using an Urdu term for a Hindu festival, FabIndia found itself accused of attempting to “Islamize” Diwali. The controversy was as explosive as a Diwali cracker, leaving many to wonder if the brand’s next campaign should come with a disclaimer: “Handle with care.”
Kalyan Jewellers’ ‘Racist’ ad
Kalyan Jewellers’ ad with Aishwarya Rai Bachchan had all the glitz and glamour one would expect. But the ad also featured a character who was, according to critics, a stereotypical representation of African culture. The campaign faced accusations of colourism, making one wonder if the brand’s idea of “jewellery for every skin tone” missed the mark on cultural sensitivity.
Sunny Leone’s condom ad
Sunny Leone’s condom ad aired during Navratri, a festival celebrating the divine feminine. The combination of a condom ad during a religious festival led to a tempest of controversy. Critics argued that the ad was disrespectful, creating a cocktail of religious sensitivity and suggestive content that was anything but divine.
Layer’r Shot Deodorant ad
Layer’r Shot’s deodorant ad was an attempt to make an impression, but it ended up leaving an unpleasant one instead. Accusations of promoting rape culture were levelled at the ad due to its suggestive content. The fallout was swift and severe, proving that sometimes, less is more—especially when it comes to deodorant ads.
Vimal Elaichi ad
When Vimal Elaichi enlisted three Bollywood superstars for their pan masala ad, they likely hoped to add some star power to their product. Instead, the ad was criticised for normalising tobacco consumption and setting a dubious example for youth.
As brands continue to experiment and provoke, they must tread carefully to avoid crossing lines that can turn their latest campaign from a marketing triumph into a public relations disaster.
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