An Indian beauty service start-up, Yes Madam, is facing a wave of criticism after a controversial marketing campaign designed to raise awareness about workplace stress went viral.
The controversy began when an internal email surfaced, stating that employees who reported feeling stressed would be let go. The email quickly gained traction on social media, sparking outrage. On Tuesday, however, the company clarified that the email was part of a planned campaign to highlight workplace stress and that no employees had actually been terminated.
The campaign has drawn mixed reactions online. While some praised it for spotlighting an important issue, others condemned the start-up for manipulating emotions and misleading the public.
Viral Campaigns: A Shortcut to Fame?
The stunt did succeed in making Yes Madam a hot topic overnight. Social media users acknowledged the attention-grabbing nature of the campaign, with one LinkedIn post sarcastically noting, “Who needs a marketing budget when outrage does the job for free?”
This isn’t the first time an Indian start-up has stirred up controversy with questionable publicity stunts. Just last month, a food delivery platform’s founder drew flak for advertising an unpaid role that required candidates to donate two million rupees to the company’s non-profit. The announcement attracted over 10,000 applicants but raised ethical concerns.
In February, an Indian celebrity’s campaign about cervical cancer sparked widespread backlash when she faked her death to draw attention to the cause. The stunt, branded as traumatic by many, prompted the marketing agency to issue an apology, though it didn’t deter other brands from attempting extreme advertising gimmicks.
When Marketing Crosses the Line
Branding experts warn that while such campaigns can create instant buzz, they often come at the cost of long-term reputation.
Karthik Srinivasan, a branding and communications consultant, draws a distinction between exaggeration and outright lies in advertising. He explains, “Exaggeration can be an effective strategy when it’s clear to the consumer that the claims aren’t meant to be taken literally.”
For example, ads like those from Axe deodorants, where an average man suddenly becomes irresistible after using the product, or rapper Snoop Dogg’s viral announcement about “giving up smoke” (which turned out to be a promotion for a smokeless fire pit), are exaggerated in ways that audiences can clearly recognize as playful.
“But telling blatant lies,” Mr. Srinivasan says, “erodes credibility and has no place in ethical advertising.”
The Risks of Playing With Public Sentiment
The Yes Madam campaign succeeded in igniting strong reactions by addressing a relatable issue: workplace stress. However, experts argue that the short-term visibility gained through such tactics often leads to long-term damage.
Mayank Sehgal, a marketing consultant, stresses the importance of ethical advertising. “Brands should avoid exploiting people’s emotions for self-promotion,” he says. “While such campaigns can generate quick buzz, they ultimately erode trust and tarnish the brand’s reputation.”
Indeed, trust and credibility are hard-earned qualities for any brand. By resorting to insensitive strategies, companies risk alienating both their employees and customers.
In an era where consumer sentiment drives brand loyalty, Yes Madam’s campaign serves as a cautionary tale about the fine line between creativity and irresponsibility in marketing.
