ZOMATO -
Zomato faced backlash when it hired high-profile celebrities for its ads, while being criticized for the low pay and working conditions of its delivery riders. The company acknowledged the criticism, stating that it was being called "tone-deaf" for diverting attention from the issues faced by gig workers. Zomato aimed to portray its delivery partners as "heroes" and promote respectful behavior towards them, as shown in the ads featuring celebrities like Hrithik Roshan and Katrina Kaif.
PEPSI CONTROVERSY: KENDALL JENNER CASE -
Pepsi's "Live for Now - Moments" campaign, launched with the intention of presenting the brand as millennial-friendly and socially relevant, faced severe backlash. Critics and social media users accused the ad of appropriating protest movements, including Black Lives Matter, for commercial gain. The ad featured Kendall Jenner offering cans of Pepsi to police during a protest, disregarding the underlying issues and tensions surrounding such events. The commercial was swiftly pulled off the air and the internet due to the widespread condemnation.
BURGER KING CONTROVERSY -
Burger King sparked outrage on Twitter with a misogynistic tweet on International Women's Day. Although the tweet was later deleted and an apology was issued, the damage had already been done. The incident highlighted the potential benefits and risks of engaging in controversial social media activities. While Burger King intended to draw attention to the lack of representation of women in the food service industry and promote a scholarship program, the tweet backfired and the brand was perceived negatively by many social media users.
TANISHQ AD CONTROVERSY: NEED TO DEAL CAUTIOUSLY WITH RELIGIOUS MATTERS -
The Tanishq jewelry ad aimed to showcase religious harmony in India but ended up exacerbating the country's deep religious divide. The backlash underscored the importance for companies to exercise caution when dealing with sensitive social and political issues to avoid unintended damage to their brand image and business prospects. The controversy surrounding the ad highlighted the need for brands to carefully navigate religious matters and maintain authenticity in their messaging.
CELEBRITY ENDORSEMENTS: INFLUENCE AND IMPACT ON CONSUMER BEHAVIOR -
Celebrity endorsements have long been a popular marketing strategy for brands across various industries. Celebrities have the power to generate buzz, reach wider audiences, and enhance brand visibility. Social media has further amplified the reach of celebrity endorsements, allowing brands to tap into their extensive following for increased exposure. However, there are drawbacks to consider, such as the risk of overshadowing the brand, potential lack of authenticity, and the time and effort required to effectively leverage a celebrity endorsement. It is crucial for brands to carefully select celebrities that align with their brand values and resonate with their target audience.
CONCLUSION -
Social media has become an integral part of business practices, offering both benefits and disadvantages. Marketers recognize the value of social media in reaching and engaging with their target audience. However, challenges arise in managing controversies and negative reactions that can quickly spread on social platforms. Brands must exercise caution when addressing sensitive issues and ensure that their messaging aligns with their brand values. While celebrity endorsements can significantly impact sales and brand awareness, careful consideration is necessary to select the right celebrity who authentically represents the brand and appeals to the target audience.
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