Actress Poonam Pandey faking her death from cervical cancer as part of a marketing stunt has sparked public outrage. Netizens have been slamming her for the insensitive social media gimmick staged to create awareness about cervical cancer. Amid the outrage, the creative agency behind the initiative – Schbang issued a public apology and claimed that their actions were driven by a singular mission- to elevate awareness about Cervical cancer and Poonam Pandey in a statement said that they believe in the cause and stand by the campaign.
This is not the first time, marketing gimmicks like these are receiving public outrage, a few days back, Fever FM- a popular FM station from HT Media Group has announced that it will shut operations, later to be revealed that it was part of a rebranding exercise. Recently, HDFC has collaborated with Norah Fatehi for their ‘What the Fraud’ campaign for which Norah shared a deepfake of hers on Instagram, where she claimed that a clothing brand named ‘Lulumelon’ had used her deepfake in a promotional video. Later to be revealed that it was just part of a campaign to educate about the risk of deepfakes.
In a period where widespread dissemination of fake news is a concerning trend in India, initiatives like these can significantly reduce trust in media and celebrities.
“Every time we feel this fake hyper extremism has reached a nadir, there’s a re-definition. The Poonam Pandey death is an extremely pathetic PR stunt. It shows lack of sensitivity and common sense,” says Dhunji S. Wadia Founder and Managing Partner Shift Axis.
According to Wadia, the campaign has done a lot for her awareness and very little for the dreaded illness.
Wadia adds, “Now, we don’t know if she had cervical cancer or not. If she did and beat it, one would expect humility and gratitude. Otherwise, it’s an ugly prank on those who are suffering and going through the pain and agony. It’s wrong when Poonam claims in her video that ‘She has put cervical cancer topic awareness in public domain’. Search interest on Google is higher for Poonam Pandey than for cervical cancer. So, the campaign has done a lot for her awareness and very little for the dreaded illness.”
“When advocating for a cause, the cause at hand must take precedence. It is imperative that actors, agencies, and influencers cultivate an immense amount of empathy and cognizance regarding the repercussions of their conduct. Right and wrong are highly subjective, but when the question arises, maybe there is no need to resort to such extreme measures in the name of decluttering,” opines, Ayushman Chiranewala, CMO, Dr Agarwals Group of Eye Hospitals.
Amit Sethiya, Head- Marketing, Syska Group believes that all said and done, there is indeed a fine line between desperation and aspiration which can be decoded by today’s evolved audiences.
“Fundamentally, messages have always reached and hopefully created impact through gimmicky stunts and even through thoughtful strategies as well but it is up to brands to opt for one with some definite dopes of risks. I don’t see much merit for purpose led brands to participate in fake hype extremism since the audiences after exhibiting “heard and (re)searched the message” behaviour tend to approach the brands with a doubtful mindset in the future,” he added.
Laj Salam, Founder, Plainspeak believes that the regulators need to act in whatever possible measure to stop these types of cheap gimmicks which are detrimental to society.
“In one word I could term it as crude marketing. The way of making mockery out of one’s life is absurd. Faking a person’s death to spread awareness is the most bizarre and stupid thing to do. We cannot create marketing campaigns with such disregard of human life and rights,” he said.
“The campaigns of HDFC and Fever FM could be a little more legitimate if it was done during the April Fool period. But the whole episode of Poonam Pandey was done in bad spirit and taste. We, the industry, are creating precedence for more to come even from brands, influencers etc. Every marketing campaign needs to balance with innovation, integrity and honesty, “he added.
While Salam has no doubt about the objective of the campaign, he believes that the method chosen was an unethical stunt.
“It actually undermines the struggles of actual survivors or the one who fought the disease. The celebrity had a great count of followers and the content creators or the agency behind this could have made responsible campaigns to educate or inform the public of the disease,” he added.
Injects an element of disbelief
“My belief is that deception is a part of the current marketing arsenal. To create hype and viralabilty brands today will stoop to just about anything Okay, let me put it this way – brand pranks are fine because though they too deceive to an extent, most such endeavours are largely harmless But when brands start faking rather than shaking the customer, the fine line gets crossed. And that is where you start to think whether this kind of extreme stimulus is really necessary. The Poonam Pandey death stunt is deplorable. It sets bad precedents and distances consumers from genuine Brand communication – basically injects an element of disbelief that hurts the very basics of trust,” said Dr. Sandeep Goyal Chairman Rediffusion.
Address and mitigate the consequences
“If the underlying motives behind these activities are sincere, they can be justified,” says Kiran James, Head of Global Marketing- Muthoottu Mini.
James reiterates that the brands must be ready to address potential repercussions to uphold long-term trust.
“It is crucial to ensure that leveraging social responsibility awareness is genuinely intended for the cause rather than for brand establishment or personal fame. The clarity of intention is paramount: Is the brand or celebrity genuinely seeking to raise awareness for social responsibility, or is it primarily for brand endorsement or personal recognition? While it’s acceptable for brand endorsement or personal recognition to emerge as byproducts of promoting social awareness, it should not be the primary focus,” he adds.
“Engaging in such activities with the wrong priorities can result in the dissemination of inaccurate information, which, when presented as fact in news portals and social media, can mislead people. Instances like these not only erode trust in a brand or celebrity’s credibility but also undermine trust in information and news, especially when disseminated by reputable sources. Therefore, when undertaking such marketing initiatives, brands should be mindful of both the positive aspects and potential consequences. Taking appropriate measures to address and mitigate these consequences becomes essential for maintaining credibility and trustworthiness,” he said.
Pseudo-cide
“Any PR stunt with shock value is acceptable to some extent, but faking one’s death for a PR stunt trivializes real cancer survivors’ experiences, making it a joke, and that’s taking it too far in the name of marketing. This kind of stunt is called pseudo-cide. Actually, this stunt raises concerns about journalism, turning a reported death into a publicity stunt. Instead of raising awareness about cervical cancer, it just boosts Poonam Pandey’s fame. This approach strikes me as in poor taste,” Brands now are often opting for the easy route instead of pushing their boundaries, resorting to pranks and gimmicks that can erode customer trust and dilute the brand’s essence. Ultimately, customers shouldn’t feel ridiculed, particularly when their loyalty to the brand is strong,” said Batul Turab, Founder of Chennai based agency- The Raven Claw.
Potential impact
Marketing stunts like those executed by Fever FM, Poonam Pandey, HDFC, and various actors have the potential to influence consumer trust in multifaceted ways. These initiatives often walk a fine line between capturing attention and potentially eroding trust.
Kowshik Komandur, a brand strategist and Associate Vice-President, OnMobile Global Limited, elaborates, “These marketing stunts undoubtedly grab attention. Whether it’s a radio station rebranding or a celebrity announcing a death for a cause, the shock value generates significant buzz. Such attention can result in increased visibility and engagement with the brand or individual involved, at the same time the thin line between a successful stunt and a breach of trust lies in transparency. If the audience perceives the stunt as manipulative or deceitful, it can lead to a decline in trust. Consumers appreciate authenticity, and any attempt to manipulate emotions or perceptions may backfire.”
According to Komandur, for companies like Fever FM and HDFC, their brand perception is at stake.
“If the rebranding or campaign is perceived positively, it can enhance the brand’s image. However, if consumers feel misled, it might lead to skepticism and a negative impact on the brand’s long-term reputation,” he explains.
“When celebrities participate in such stunts, it reflects not only on them but also on the brands they endorse. Consumers may question the sincerity of their involvement, affecting both the celebrity’s personal brand and the products or services they promote. Initiatives like Poonam Pandey’s death declaration for cancer awareness can be seen as either a powerful move for social responsibility or as exploiting a sensitive issue. The effectiveness of such campaigns depends on the audience’s perception of the sincerity and impact of the message,” Komandur added.
Speaking on the positive side, Komandur said that such stunts can empower consumers by sparking conversations around relevant topics. If done ethically and responsibly, they can contribute to societal discussions and create positive associations with the brand or individual involved.
At the same time, he believes that marketing stunts need to be culturally sensitive. Actions that may be acceptable in one culture could be offensive in another. Failure to recognize these nuances can lead to a loss of trust, as seen in cases where campaigns are perceived as insensitive or inappropriate.
“Marketing stunts should also be mindful of legal and regulatory frameworks. If consumers feel that a company or individual has violated ethical standards or engaged in deceptive practices, it can lead to legal repercussions, damaging both trust and reputation,” Komandur underlines.
“These brands are guided by the approach “all publicity – negative or others- is welcome” personally, I feel it’s avoidable, erodes brand trust irrevocably in many cases and shows a high level of desperation at the brands end, all pointing to the fact that it’s less about “building brands” and more about “getting eyeballs, mentions, tags, numbers. If a brand still decides to go this route, it would be prudent to draw a line on how was would you go to shock and awe your TG to gather their attention. As customers, we consistently maintain the view that ‘Don’t believe everything you hear or read on the internet’. In fact, such stunts serve as a poignant reminder to trust but substantiate the information and narratives we are presented with. This circumstance compels us to distinguish between marketing value and common sense,” said Chiranewala.
“Today misinformation and disinformation have hit an all-time high. Trust in social media news, which is already under a cloud, is at risk of becoming incredulous and unbelievable. The method gets remembered in these kinds of stunts and the cause gets buried. Also, an influencer pulling a stunt for publicity/awareness is one thing, but mainstream media shouting about it without verifying is unimaginable. If social media is their only source of news, we are headed into a dark abyss. For the latest stunt, Poonam Pandey zinda hai aur hum sab sharminda hai,” surmises Wadia.
Feedback: [email protected]
(update 2:28PM: removed comment from Rahul Adaniya – VP Brand and Media Poonawalla Fincorp Ltd.)
