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What does a failed ad leave in its wake?
In October 2020, Tanishq released an ad for its Ekatvam collection. A Hindu daughter-in-law at a baby shower hosted by her Muslim in-laws. It went viral in 3 days, not in a good way, and calls to boycott Tanishq resounded throughout social media. Tanishq was criticised for promoting ‘love jihad’, and the ad was taken down from all brand platforms, along with a statement saying it went against its objective of cohesion.
Today, when people bring up the ad, the takedown dominates the conversation.
Same Storm, Different Choices
In March 2019, Surf Excel went through the same negative bombardment. The ‘Rang Laaye Sang’ ad showed a young Hindu girl taking the brunt of the colours, so her Muslim friend could pass by untouched by colours to the mosque. While conservative groups raised a similar uproar, they also mounted a strong defence of the ad. The ad stayed up and built on the ‘Daag Acche Hain’ tagline.
Two brands faced similar backlash but made different calls. Rational minds argued both ways, saying they hoped Tanishq would have stuck by the ad, but they also had to consider their employees’ well-being. But each brand's reaction and choices shaped what people remembered about their campaigns.
When the Statement Becomes the Ad
Dabur's Fem Creme Bleach Karva Chauth ad featured a lesbian couple getting ready for the festival. Launched on 23 October, the brand's early praise for its bravery and progressive message was stifled within 2 days as outrage over hurt religious sentiments and the threat of legal action loomed. The brand pulled the ad and issued an unconditional apology. While Dabur stayed true to its integrity and supported diversity and inclusion, that statement of values quickly became an apology and clouded the campaign's narrative.
What Separates a Dent From a Mark
Each of these campaign ads got only a few days of attention; the apologies and fire-fighting that followed controlled the narrative afterwards. Two things to keep in mind.
First, the opening statement sets the terms and lays the foundation for the narrative ahead. There are two clear positions: to hold or to withdraw. When you hold, commentators have only one thing to speak on. A reversal on the same day gives them two.
Second is speed. Brands must listen to Lightning McQueen's mantra and become speed. All the withdrawals above happened within a day or three. A brand with an answer in place at launch is more settled than one that wings it on day two or three.
Insight: the film runs for a few weeks, the response is then quoted for years.
The Plan Belongs in the Pitch
Before you launch a bold or sensitive ad, you must have a response ready. Work out who's saying what, and get that prepared when the ad is developed. Lock it in while business is as usual.
Agencies could bring a risk management plan to the table alongside the idea. A client who is informed about a risk and has a tactical plan will trust a media agency's talent more than someone who finds out about the risk on X.
Final Word
An ad runs for a few weeks. How a brand behaves on the day it is attacked is what gets cited for years. Planning that behaviour is the best way of guaranteeing the work is remembered for what it was trying to say.
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