An Indian beauty service start-up, Yes Madam, has found itself in the midst of controversy over a publicity campaign intended to highlight workplace stress. Recently, an internal email from the company went viral on social media. The email stated that employees who had reported feeling stressed at work would be let go.
On Tuesday, the start-up clarified that no one had actually been fired, and the social media posts were part of a planned effort to underline the serious issue of workplace stress. The campaign has garnered mixed reactions. Some people praised it for bringing attention to an important issue, while others criticized the company for misleading the public and “toying” with employees’ emotions.
“Free promotion done right, huh? Who needs a marketing budget when you have outrage as your social media manager?” one user posted on LinkedIn. This isn’t the first time a start-up has faced backlash for a controversial publicity campaign.
Last month, the founder of an Indian food delivery platform received criticism after posting a job opening for a “chief of staff” position, stating that the candidate would not be paid for a year and must donate two million rupees to the company’s non-profit venture.
Yes Madam’s viral stress campaign
Despite claiming that over 10,000 people applied, it remains unclear if anyone was hired.
In February, a celebrity faced massive backlash after feigning her death to draw attention to cervical cancer. Many found the stunt traumatizing, particularly those who had lost loved ones to the illness. The marketing agency behind the campaign later apologized.
Brand experts warn that while such gimmicks might shoot a brand into the limelight, they do not necessarily ensure long-term success and could harm the company. Karthik Srinivasan, a branding and communications consultant, explains that exaggeration in advertising is an accepted strategy if used ethically. However, telling blatant lies is unethical and can damage credibility and trust.
Mayank Sehgal, a marketing consultant, echoes this sentiment, emphasizing the importance of ethical marketing practices. He argues that while attention-grabbing tactics might work in the short term, they ultimately erode trust and damage a brand’s reputation. Brands should tread carefully when attempting to create viral campaigns, ensuring that they do not cross ethical boundaries or exploit sensitive issues.
While such strategies might deliver short-term attention, maintaining trust and credibility is crucial for enduring success.
