Anger after Indian start-up pretends to sack stressed staff

An Indian beauty service start-up named Yes Madam has recently found itself at the center of a controversy due to a publicity campaign that aimed to shed light on the issue of workplace stress. A few days ago, an internal email from the company went viral on social media, informing employees that the company had decided to 'part ways' with those who reported feeling stressed at work. However, on Tuesday, the start-up clarified that it had not actually fired anyone and that the social media posts were part of a 'planned effort to highlight the serious issue of workplace stress. ' This clarification came after the initial email sparked a wave of reactions online, with some praising the campaign for addressing an important topic, while others criticized the company for misleading the public and 'toying' with their emotions. Some users pointed out that the campaign had successfully propelled an almost unknown brand into the spotlight in just a matter of hours. One user on LinkedIn remarked, 'Free promotion done right, huh? Who needs a marketing budget when you have outrage as your social media manager? ' This comment reflects the sentiment that the company managed to gain significant attention without spending money on traditional advertising. This is not the first time a start-up has faced backlash for questionable publicity tactics. Just last month, the founder of an Indian food delivery platform received both praise and criticism after posting a job opening for a 'chief of staff' position, stating that the candidate would not be paid for a year and would instead need to donate two million rupees to the company's non-profit initiative aimed at providing food to the underprivileged. The founder later claimed that over 10,000 people had applied for the position but did not clarify whether anyone had actually been hired. In another instance, a celebrity faced severe backlash after she pretended to die in order to draw attention to cervical cancer, which many users found deeply distressing, especially those who had lost loved ones to the disease. The marketing agency responsible for the Yes Madam campaign later issued an apology, but such controversies have not deterred brands from pushing the boundaries of advertising to bizarre extremes. Experts in branding suggest that while such marketing gimmicks may help a brand gain immediate visibility, they do not necessarily contribute to the long-term success or sustainability of the company. In fact, they may cause more harm than good. Karthik Srinivasan, a branding and communications consultant, emphasizes the importance of understanding the distinction between exaggeration and outright deception in advertising. 'Exaggeration is an accepted and successful advertising strategy, where a brand uses creative license to push the limits of the truth to make a point,' he explains. 'However, when the exaggeration is so blatant that consumers are unlikely to believe it, it crosses a line. ' He cites examples such as Axe deodorant ads, which often depict a scrawny man transforming into a magnet for women after using the product. Another example is rapper Snoop Dogg, who made headlines last year for claiming he was 'giving up smoke,' only to reveal he was actually referring to a smokeless fire pit of a specific brand. In both cases, the exaggerations are so extreme that they become almost comically unrealistic. 'However, telling a blatant lie has no place in ethical advertising,' Mr. Srinivasan asserts. Brands often engage in such extreme campaigns because they can generate massive publicity while incurring little to no costs. The strategy involves selecting topics that are likely to provoke strong opinions, ensuring that people engage with the campaign, regardless of their feelings about it. In the case of the viral campaign by Yes Madam, the company's email resonated with many professionals, who subsequently shared it on their LinkedIn or X (formerly Twitter) profiles, criticizing the company for its insensitivity and lack of concern for its employees. 'Firing someone for being stressed at work is a serious issue and was bound to elicit strong reactions,' Mr. Srinivasan explains. However, such campaigns can ultimately damage a brand's reputation in the eyes of both employees and consumers. 'Building credibility and trust takes time, and a brand will struggle to shake off the negative publicity that accompanies an insensitive advertising campaign. ' Mayank Sehgal, a marketing consultant, echoes this sentiment, stating, 'It is essential for brands to prioritize ethical marketing practices and refrain from using people's emotions as a tool for self-promotion. ' He adds, 'While attention-grabbing tactics may yield short-term results, they ultimately undermine trust and harm brand reputation.