At-home salon services provider Yes Madam invited employees to participate in a stress-related survey at work recently, then pretended to pink-slip them for being stressed, only to reveal later it was all for a noble cause—awareness of stress at the workplace.
Just weeks earlier, Zomato CEO Deepinder Goyal stirred controversy with a job ad for Chief of Staff, unapologetically advertising that the role required candidates to pay a `20 lakh “fee” and work for free for the first year. He later clarified that the pay-to-work fee was added to the job requirement more as a screening tool.
Then there was CARS24’s ‘Dowry Collection’ ad that raised some hackles but was aimed to challenge outdated traditions.
So where should brands and their owners draw the line?
Ishan Agarwal, brand director, CashKaro, says, shock-and-awe advertising is a high-wire act and demands a delicate balance between pushing boundaries and respecting them. “The shock should be bold, not crude, and should subvert expectations to create a lasting impact. Continuous monitoring and adaptation are crucial to ensure the campaign resonates positively and delivers on its objectives,” he adds.
Creative consultant Vaishakh Jhunjhunwala says controversy is good but it should not look as if the brand is punching down a section of oppressed. “Don’t take a joke too far and never create campaigns that deal with serious problems like death or mental health issues. The ad should not repel the viewer,” he explains.
Divya Dixit, chief growth officer, One Health, says brands should monitor external media sentiments, consider legal implications, and strategically plan the channels, locations, or events to ensure maximum impact. “Pick up issues that truly matter. Avoid being fake or trivial. Avoid shocking people to the level of being inhuman and leave a social message at the end,” warns Dixit.
Wit and surprise work better than shock and awe, says Ajimon Francis, managing director, Brand Finance India. “Polo’s mint-with-a-hole campaign, or the KrackJack old campaign with Boman Irani was filled with humour and wit. The audience waited to see the next bit coming. Brands need to aim for that,” he says.