The Controversial Campaign by an Indian Start-Up
The Indian start-up Yes Madam recently launched a workplace stress campaign that backfired spectacularly. An internal email claimed the company was “parting ways” with employees who reported workplace stress. While the email went viral, it was later revealed to be a publicity stunt aimed at highlighting the issue of workplace stress.
This move has drawn mixed reactions online, with some applauding the initiative’s intent and others condemning the company for toying with people’s emotions. Branding experts argue this campaign risks damaging the trustworthiness of the brand.
Risks of Misleading Advertising in Start-Up Culture
Unethical advertising practices, like Yes Madam’s stress campaign, may generate buzz but come with severe repercussions. Branding consultant Karthik Srinivasan warns that such tactics can erode long-term trust and credibility.
Marketing stunts have become increasingly common among start-ups. For example:
- An Indian food delivery platform offered an unpaid job with a large donation requirement, garnering criticism for its exploitative approach.
- A celebrity faked their death to raise awareness about cervical cancer, sparking backlash from grieving families.
These campaigns often provoke strong emotional responses but alienate both employees and consumers, as they are perceived as insincere or manipulative.
Striking the Balance Between Creativity and Ethics
Experts highlight that advertising should creatively exaggerate rather than blatantly mislead. Successful campaigns like Axe’s humorous exaggerations or Snoop Dogg’s cryptic “quitting smoke” stunt demonstrate how to balance engagement and credibility.
Marketing consultant Mayank Sehgal emphasizes the importance of ethical practices in sustaining brand reputation. “Short-term buzz may boost visibility, but it ultimately undermines trust,” he states.
Conclusion: A Lesson for Brands
Yes Madam’s Indian start-up workplace stress campaign might have achieved visibility, but at the cost of trust and credibility. Ethical advertising remains the cornerstone of sustainable brand success.
