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Showing posts from September, 2013

Tasteless Promotions - A Contest

Recently, I came across a promotion by an Indian radio station. They were giving away pepper sprays for free in the wake of Delhi gang-rape incident and subsequent gang-rape of a journalist in Mumbai. The pepper sprays had been very catchily rebranded Mirchi Spray. The radio station is called Mirchi, pepper is Mirchi and therefore - Mirchi spray!

Women across the country were shocked by what had happened, turning hysterical and were keen to protect themselves from potential assaults. And who comes to their aid? Mirchi Spray! A woman's friend and ever-reliable in a world full of callous, brutal rapists. Mirchi spray - always at hand to protect the most vulnerable. What perfect brand synergy! Mirchi would be seen as caring, empowering and this was an ideal opportunity to promote its values.

It was as if the gods of marketing had themselves designed these gang-rapes so brands such as Radio Mirchi could piggy back on it to add more sheen to their halo. As if they hadn't been expl…