P R E S E N T E D B Y:G R O U P - 1 1

K O D A T I M A D H U K A R ( P G P 3 1 0 9 1 )A N U R A D H A N A W K H A R E ( P G P 3 1 1 5 6 )A N I R U D D H A S R I V A S T A V A ( P G P 3 1 3 1 0 )D E E P I K A Y A D A V ( P G P 3 1 3 1 8 )A N U P G H O L K A R ( P G P 3 1 3 2 1 )S U S H M A K O M A R A B A T H I N I ( P G P 3 1 3 5 2 )

A R T I C L E - 6W H E N C O N T R O V E R S Y S P A R K S B U Z Z A N D W H E N I T D O E S N ’ T

Use shock, strangeness or surprise value in their advertisingWhat may be creative and imaginative to some, may be viewed as offensive to others

Content can erode the public’s trust and can also damage a company ’s reputation

Remain in the audience’s consciousness for al l the wrong reasons . 

Click-through rates tend to be much higher than typical advertisements

Engagement is much stronger

Higher debates and discussions

CONTROVERSIAL MARKETING

WINNERS…

From grabbing attention to setting off a controversy Fevikwik - The Instant Adhesive were the associate sponsors of the ICC World Cup 2015 A 40 second TVC with a message of bonding rather than creating tensions during the India-

Pakistan ICC World Cup match Strategically launched during the captivating match of India-Pakistan ICC World Cup match The ad captures the daily faceoff between Indian and Pakistani soldiers at the Wagah Border in a

humorous and light-hearted manner IMPACT Uploaded on YouTube, the video now stands with more than 2.1 million views. With a decent presence on Twitter the brand has been promoting the video and at the same time

initiating conversations around #TodoNahiJodo.

FEVIKWIK’S ‘TODO NAHIN, JODO’

https://www.youtube.com/watch?v=A4WZF74dAg4

Controversy Politicians and social activists call it anti-national and

wanted it to be banned Hindu Janajagruti Samiti has demanded immediate

withdrawal of the Fevikwik’s ‘Todo Nahin, Jodo‘ ad which they find objectionable

BJP ministers also commented on how this Ad will dishonor Indian soldiers

Backed by Hindustan Unilever and launched by Y-films

Won award at the Cannes Lions Festival 2016 for its creative campaign and communications

Six transgender members of a new Indian band came together and performed a cover version of Pharrell Williams’ hit song Happy

Conveyed the message that the community is usually associated with happiness (Whenever there is a happy occasion in a family like the birth of a child or a marriage, we are there, sharing the happy moment with the family members)

Motto of campaign: “Half of India still see us as different, but we are happy because the other half wants us to sing.”

IMPACT Gathered over 1.5 million hits in less than 20 days 6-pack band released its second video titled “Sab Rab De

Bande”, which also features Sonu Nigam This video-campaign broke some well-established industry

norms while battling prejudice and discrimination against the transgender community. 

Created impact with its extraordinary outreach for the acceptability of transgender in the societyhttps://www.youtube.com/watch?v=blvOBnSRfVc

https://www.youtube.com/watch?v=msbZUmaUBuI&feature=youtu.be

HUM HAIN HAPPY - 6 PACK BAND

Airtel – Lady - Boss

Summary of the ad An urban couple who work in the same organization

& in the same team with woman as the boss who wants the work to be completed by any means

Once she is back home, she transforms into a wife who cooks for her husband to make him happy and tempts him to come home early for dinner.

Shock Value For views:

Impact

Objective To promote data services in the country #TheSmartphoneNetwork

Tanishq – Remarriage FilmObjective New age wedding collection from Tanishq Targeting young women who are looking for

differentiated designs – hence, a progressive theme

Summary The ad shows a simple wedding involving the

remarriage of a young dusky lady who is the mother of a small girl.

The father accepts both of them in his life with grace.Shock value The advertisement breaks the stereotype of the conservative Indian society where the topic of

remarriage, specially for a mother/woman, is a taboo. The model is also a dusky graceful lady breaking the stereotype that fairness is the mark of beauty.

Impact

Idea - OverpopulationObjective

Summary

Controversy/Shock Value

Impact

Bangalore Traffic Police – Don’t talk while he drives

Objective

Summary

Shock Value

Impact

LOSERS…

Ola – GF chalti haiObjective

Summary

Controversy/Shock Value

Impact

Ford Controversial AdsObjective

Summary

Objective

Objective

HT TP: / /WELLSINVEST. IN/BRAND -ANALYSIS /CONSUMER-GOODS -BRAND -ANALYSIS /VARIES -BRANDS -OF-PIDIL ITE - INDUSTRY/GARHT TP: / /WWW.THEBET TERINDIA.COM/44373/ INDIAN-TRANSGENDER-BAND -HUM-HAIN-HAPPY-SAB -RAB -KE -BANDE/HT TP: / /WWW.360DEGREEMARKETING.COM.AU/BLOG/BID/379179/CONTROVERSIAL -MARKETING -THE -KEY-TO -SUCCESS -OR-FAILURE

HT TP: / /L IGHTHOUSEINSIGHTS. IN/FEVIKWIK-TODO -NAHIN- JODO -AD.HTML/

REFERENCES