Ads are the fill-in-the-blanks in our newspapers and digital platforms, and the more eye-catching they are, the more memorable they become. Many brands have tried to go out of their way to create genuinely distinguishable ads that make a mark in the middle of the rest of the news.
But then there are some which just go wrong. Like horribly wrong. And make news for all the wrong reasons.
Recently, a sherwani seller called Sultan in Kolkata created a "Missing Person" plea as a print advertisement in The Telegraph to promote their apparel, probably because it's the wedding season and they wanted some attention.
The message resembled a normal advertisement for a missing person in the initial lines; but after reading the entire story, you know it's an ad. The ad read: "Tall, fair and handsome, aged about 24 years - Missing my dear son Majnu, Please come back home. Everyone is very upset." It went on to say how the family has accepted the young man's demands of marrying 'Laila' and wearing a sherwani from SULTAN - The King of Sherwani.
The advertisement mentions how the family would go to the brand's outlet in New Market (thanks to the awesome parking) and how the entire family and close friends would get kurtas from the brand for the wedding reception. The ad ends with the outlet address, a phone number and their FB page.
Does it look like an unpopular brand went too far to advertise themselves?
Well, here's a list of 9 popular brands that took people through the same horror:
1. Nivea's White Is Purity
I love a social media manger with a death wish. pic.twitter.com/M86Y4AhJaD
The ad was originally targeted at Nivea's followers in the Middle East and was intended to promote Nivea’s “Invisible for Black and White” deodorant. It depicted the back of a woman’s head with long, wavy, dark hair that tumbled over an all-white outfit. The caption on Nivea’s Facebook post read: “Keep it clean, keep bright. Don’t let anything ruin it, #Invisible.” This ad reeked of racism and obviously Nivea apologised for it, but the damage was done.
2. Burger King's Double controversy
In March 2021, Burger King messed up its words real bad. It tweeted saying, "Women belong in the kitchen" and as it turned out, it was only a part of the copy. Then Burger King backed it up with some other tweets to repair the damage but people were aghast. What was even more appaling was that they did not take the tweet down on the reasoning that "it would bring more attention".
Wish you had seen the entire copy. pic.twitter.com/rf4aQ1J37T
We will issue an apology. Because we are indeed sorry about how this came across. The intention behind the activity is actually good. Taking it down would give even more attention to it. Believe it or not I deeply care about doing the right thing. Will do better nxt time.
Burger King has been in trouble before, for a similar controversy years back in 2009, when their so called Shock and Awe burger campaign made many in Singapore blush, a tad uncomfortable. The ad was hard to forget because it gave sexual references instead of telling the fact that Burger King was selling a seven-inch cheeseburger.
And let’s not forget this 2009 @BurgerKing ad. So woke. pic.twitter.com/7L939aGHw1
3. Amul on Boycott China
Amul's creatives are usually so good that they rarely create any controversy. But in June 2020, their illustration on PM Narendra Modi's call for "aatmanirbharta (self-reliance)" and the anti-Chinese sentiments, caused a bit of a shock, considering Amul is supported by the government. As many called for a ban against Chinese goods and services, Amul did what it does best: display the public sentiment. But it looked like some weren't happy at that time as the ad was too blunt and in your face.
#Amul Topical: About the boycott of Chinese products... pic.twitter.com/ZITa0tOb1h
Amul had created another creative in February 2020, when India (And the world) were just waking up to Covid. This one took many by surprise because Amul was not known to go so sarcastic till then and many commoners took to social media to say that this wasn't a joke. Clearly it did not go down well with people.
@TwitterIndia @Twitter if you think you will act on behalf of Chinese against a company owned by the government of India and then people of India will keep shut then you are mistaken. Your actionis damaging China ?? India relationship. @PMOIndia pic.twitter.com/i3Yv3EeQ8L
Zomato has one of the best copies on social media and back in 2017, they had launched a very cheeky and fun campaign in Mumbai. A billboard had the abbreviations ‘MC, BC’ (abbreviations of popular Hindi cuss words) and their wordplay made socialite Suhel Seth very upset, who tweeted about it. While a lot of them lauded Zomato’s wit, others diagreed on the mass profanity.
Shame on you @ZomatoIN ! Absolutely shameful what you’ve attempted to do. Your investors should be sickened by your behaviour! @smritiirani : this is outrageous. @ascionline pic.twitter.com/pSChhHSrxo
Someone asked comedian Akshar Pathak to find a solution to Suhel's problem and Akshar found a perfect reply:
I've already started working on the replacement creative. pic.twitter.com/DkTSlbeUiJ
During the pandemic, water purifier brand Kent RO created, withdrew, and apologised for its controversial ad after it received massive backlash for showing domestic help as Covid carriers. Its advertisement on the aata and bread maker asked customers: "Are you allowing your maid to knead aata dough by hand? Her hands may be infected."
It urged people to not "compromise on health and purity", and choose the aata maker instead. It was thrashed for being "classist", "misogynist" and "discriminatory".
This is social distancing in India. It always existed!! Tragic that ad agencies and manufacturers can get it SO wrong! #Kent pic.twitter.com/okVeyKb4m1
In 2017, celebrity hairstylist Jawed Habib published an ad in a Bengali newspaper showing Gods getting their hair done, counting money and wearing make-up at a Jawed Habib salon on account of Durga Puja. The caption read, “Gods too visit JH Salon.”
A case was filed against him for ''insulting and demeaning'' Hindu goddesses and an apology followed.
Two complaints were lodged in #Hyderabad on #JawedHabib Hair Saloon for allegedly hurting Hindu sentiments in advt, JW asks apologise later pic.twitter.com/UwGlymx5BF
MP's Indore Law School caused quite a controversy when it tried to attract attention by comparing American fictional character from Suits and another fictional character from the Hindi film Jolly LLB. This seemed like it was reducing the value of Indian lawyers by comparing it to others and typecasting them. The institute later apologised that their intention was for students to choose between corporate law or litigation and be the respective best (like Harvey Specter and Jagdishwar Mishra).
Look at this awful advertisement on front page by Indore Institute of Law. Can you really type cast a lawyer ? Bad advertisement I must say that too from a law school #Law #lawyers pic.twitter.com/CSggIbAOrG
MobiKwik had launched a potshot at Paytm and called them a "Chinese" app while describing themselves as a truly Indian app that could be used for online payments.
Whoa!!! Surgical strike on Paytm? pic.twitter.com/wXhjcu3i7B
The Confederation of All India Traders asked the Centre to ban the outdoor advertisement of Manforce Condoms that was endorsed by Sunny Leone during Navratri. Mankind Pharma had created a hoarding showing Sunny Leone on one side and a text in Gujarati which encouraged people to play during Navratri but with love. The banner also had two dandiya sticks and the brand logo, which was deemed to be culturally unacceptable since it apparently encouraged kids to use condoms in the name of the festival.
Mankind Pharma pulls out controversial Navratri-themed ad campaign featuring Sunny Leone https://t.co/dJuBpCpYa3 pic.twitter.com/wMaat4PRuC
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Akshata Kamath is a Digital Storyteller at DailyO. She loves to simplify Finance, Business, Healing and History.