Advertising and marketing is not an easy sector to do business in, no matter where in the world you are. Brands today find it especially hard to devise a message that reaches the audience as it is, without any underlying derivations of the message, or hurting the sentiments of the people.
Today’s world, no doubt, is far more complex than ever before. Social media allows brands to immediately share their points of view on a certain matter, or make the most of a viral trend and gain popularity. But this has also brought home quite a lot of backlash against them. In this era of keeping up with the trends to rock the charts or curate content that’s out of the box, brands end up diverting from their core values and receiving a lot of flak and criticism instead.
Undoubtedly, it’s critical for brands and advertisers to pick and choose what they communicate, and ensure that it is in line with their values. Having said that, it is also a period where multiple cultural opinions co-exist, which requires brands to assess which subjects to speak on or address. A number of social issues across varied cultural aspects are discussed widely today- from LGBT+ rights to intercultural marriages, activism against racism and so much more. Whilst it is impossible for brands to meaningfully address every social issue presented in the news cycle, and make a stand, some have suffered just for supporting what they think should be right.
Let’s take Tanishq for instance- the brand in 2020 came up with an ad to promote its new jewellery line called ‘Ekatvam’. The ad, which was later taken down, showed a Muslim family preparing a traditional South Indian baby shower for their Hindu daughter-in-law.
A year later, FabIndia and Dabur Fem, both faced heat within a week’s span for “unintentionally hurting people’s sentiments.” Homegrown FMCG giant Dabur withdrew its advertisement on Karva Chauth which showed a lesbian couple celebrating the festival in the ad. In fact, the team also had to issue an unconditional apology.
A big chunk of the audience hailed Dabur for its pro-LBGQTIA+ stance and its stand as a brand that strives for diversity, inclusion and equality. However, many others, including political leaders, urged for legal action if the brand fails to withdraw the “objectionable” beauty product advertisement.
Tanishq on the other hand, was targeted by a section of users on social media who felt that the ad promoted fake secularism’ and ‘love jihad’. Many from the industry had diverse takes on the withdrawal of the ad. The brand, commenting on its decision to take down the ad, mentioned that the idea behind the Ekatvam campaign was “to celebrate the coming together of people from different walks of life, local communities and families during these challenging times and celebrate the beauty of oneness.”
But then there’s also Nike, who despite negative sentiments stood its ground. Their advert ‘Dream Crazy’, featuring NFL quarterback, Colin Kaepernick, famously known as the player who knelt in rebellion during the pre-game national anthem as a sign of protest against racial injustice in the US is known to all. Despite Nike being trolled and its merchandise being burnt by some angry consumers, the brand stood its stand and gave the industry a befitting example of a brand walking the talk. This is indeed a true match of the values of the brand and the endorser, its slogan slogan “Believe in something. Even if it means sacrificing everything. Just do It!”
Suffice to say, Nike sales surged to about 31% a few days post the release and to date, the brand is revered for not backing down.
The industry, however, debates with contrary opinions on brands raising their voice for social issues. Some believe that brands must not aim to stir up the sentiment further in an overheated environment. Given the current global scenario, now is not the time for brands to act as a catalyst of new thought and new action.
This makes us wonder whether brands should address every controversy to stay relevant. Is jumping on the trend or supporting every cause important? Or should they just steer away from social and political issues for now?
What is your take on this as neo-advertisers? Comment down and let us know!