Not looking like a wow? And this is perhaps true for certain ads in 2023. While some ads were mere proof of the fact that millions of dollars cannot drive creativity, many also managed to draw the ire of viewers. For instance, Barbie at the time of its release witnessed a slew of brands cashing in on the fever, while Starbucks’ ad on queer community managed to draw a backlash, so much so it pulled back.
As 2023 nears an end, BrandWagon Online takes a look at some of the ads which made noise, but not for the right reason. This is to be noted that BrandWagon Online doesn’t claim any kind of sequencing for the campaign. The campaigns quoted below are based on observation and industry trends.
Vimal Pan Masala’s #BoloZubaanKesari
The campaign showcasing three big Bollywood icons, Shah Rukh Khan, Akshay Kumar and Ajay Devgan, gained eyeballs to attract controversy. Interestingly, for actor Akshay Kumar who gained popularity due to his philanthropic choice of promoting women’s hygiene, the move was shocking. This time the actor was seen promoting a tobacco brand. As a response to the backlash, the actor severed ties with the brand and claimed that these ads aired were shot in 2021. He even said to contribute the endorsement fee towards a noble cause.
Bournvita’s #FaithNotForced
It is interesting to note that the year started with the debate around the campaign conceptualised by Ogilvy India. Though the campaign was released in late 2022 the controversy associated with the ad continued to make headlines in some leading dailies even in 2023. However, the campaign raised a much-needed issue of parents deciding a child’s future. What attracted netizens was comparing children with the daily use of grocery items such as an egg box or toilet cleaner and much more. In fact, the brand sold those forced packets in the limited stores of Star Bazar.
Starbucks’ #ItStartsWithYourName
The campaign aired in May this year and gained negative eyeballs as soon as it went live. As a result, #BoycottStarbuck started to trend on the social media website X (formerly Twitter) within a few hours. Though the advertisement didn’t have anything controversial in the messaging to attract eyeballs, the reason it got netizens’ attention was a global brand trying to force an ideology. The campaign features an elderly couple waiting for their son to arrive, to their surprise their child turns out to be a girl, highlighting a sex-change operation and LGBTQIA+ community.
Bumble’s collaboration with former cricketer Ravi Shastri
Adding to the ICC Men’s World Cup 2023 fever, the youth dating site Bumble roped in former cricketer Ravi Shastri and rolled out a campaign with him. The campaign featured Shastri commenting on dating to teach the youth. Though it has been a trend to partner with cricketers during such tournaments, be it chocolate giant Mondelez or any other brand for such reference, the trend has been opted by all. But the way Bumble played with the trend only reflects its aim to catch up with the audience, which didn’t turn out to be how it was planned.
Zomato’s Kachara ad
The brand rolled out this advertising campaign on the occasion of World Environment but soon removed it from all their social media platforms. This is because the protagonist is depicted as made up of recyclable items such as a table, lamp, flower pot, and more. The brand tried to present a problem in a humorous way, which eventually didn’t work for them. Moreover, the ad film used relevance with the 2001 film ‘Lagaan’ as the protagonist, Aditya Lakhia, played the character of kachra in the movie.
Himalaya’s Beauty has no colours
Contrary to the campaign message of beauty has no colours, the brand didn’t feature ‘dark-skinned’ women and netizens were smart enough to capture that, which eventually resulted in the brand getting criticised over social media. After the controversy with Fair and Lovely (now Glow and Lovely), Indian audiences have become sensitive towards using skin tone as an advertising medium and the brand has focused on the same, arguing people to not focus on the issue as a dark-complexioned skin doesn’t fit in the beauty parameters.
Bharat Matrimonial’s Holi ad
The year 2023 witnessed the festival of Holi coinciding with International Women’s Day, and to take advantage of that, the matrimonial website rolled out its campaign aimed at creating a safer and more inclusive space for women. The ad film featured the protagonist wiping off the colours from her face only to highlight the scars she has on her face. Interestingly, users on the social media platform X, asked for the removal of the ad as it seemed to be anti-Hindu to them. However, the brand put on a brave stand and stood its ground.