I have been wondering as to what constitutes offensive advertising. In my pursuit for finding offensive advertising I came across some of the controversial advertising of the past. Sample some of these:
The one that started it all was in October, 91. One of the first ad for Kamasutra Condom featuring Pooja Bedi and Marc Robinson. Year 1993 Ad for MR Instant coffee ("Real pleasure does not come in an instant") featuring Malaika Arora and Arbaaz Khan. And the most controversial of them all in year 1995 for Tuff Shoes, featuring Madhu Sapre, Milind Soman, two pair of shoes and one shy python. Year 1998 Ad featuring Bipasha Basu and Dino Morea for Switzerland based underwear makers Calida. Both of them in innerwear and Dino pulling Bipasha’s with his mouth.
So, what’s controversial about these ads? They are plain simple sexy. Not for Indian moral standards. They became controversial also because they had celebrity models. Some of these were crass and some more tastefully done but all of them sexy to the hilt.
I couldn’t find an acceptable definition of offensive advertising. I guess because each one of us have different ethical standards and we judge everything by our own standards. Therefore there is no agreement and no definition. To me fairness cream advertising is offensive. The ones which promise marriage because of fairness have been more offensive than others. I do understand that the insight is from real life. With the society progressing the fairness advertising moved from marriage to jobs. The more sexist one was it helps you become an air-hostess. Worse are ads with celebrities and the more recent ones for men with SRK and Virat Kohli endorsing them.
But this one takes the cake! Have you seen this ad for Clean and Dry intimate wash?
This one is clearly the worst on being offensive. Fairness for intimate parts? Maybe there is a consumer insight on this one. I have not done consumer work in this area and therefore would stay away from the insight. But I find the promise almost repulsive as to what is the depth that marketers and advertisers can slip down to. I really want some of you to help me understand if I am the only one?
Before this particular ad the most offensive ad that I felt belonged to communitymatrimony.com. I am sure you all have seen this ad.
But this one is so sweet compared to the clean and dry ad. And even the goibibo.com ad (where the air hostess slaps the passenger because he has not bought the ticket from goibibo) is like grandmotherly sweet, reminding you of the Air India air hostesses. See the ad if you have not seen it till now.
So, redefine your own sensibilities of offensive ads. Communitymatrimony.com and goibibo.com are nice commercials based on “consumer insights”.
Please do post your reactions below this blog. You can also reach me out at @agrawalsanjeev on twitter
Communitymatrimony.com is the best ad which has inspired my mom to put my profile on that particular website.....
ReplyDeleteSanjeev, you make a very interesting point. Even the Advertising Code issued by the Advertising Standards Authority of India has a rather sketchy statement "To ensure that advertisements are not offensive to generally accepted standards of public decency. Advertisements should contain nothing indecent, vulgar or repulsive which is likely, in the light of generally prevailing standards of decency and propriety, to cause grave or widespread offence". I've been in innumerable CCC meetings where we have attempted to give effect to this principle.
ReplyDeleteOffensive is a subjective, relative and shifting target. Advertising is a commercial activity and its best controlling factor is rejection by the customer. The rest of the self regulation is in place thru ASCI, etc. A moot point is, unless someone crosses the metaphorical boundryline, you wont discover the boundry... Testing the edges is the lifeblood of creativity, Sanjeev.
ReplyDeleteSanjeev i kind of agree with Damodar....Unltimately advertising is an outcome of few peoples (agency & client) thoughts taking shape (research sometimes plays a role)....So whats offesive is very subjective but consumers who watch it consciosuly or subconsciously accept or reject a particular communication and that's the best controlling factor....
ReplyDeleteWhichever way we look at it, the MR Cofee ad did help me get my first job. Not being a loud mouth in GD was a negative which was overcome by being the only person in the group knowing ' pleasure does not come in an instant'
ReplyDeleteAgree with you Sanjeev on the basic thought and examples quoted (had also even heard your interview on Radio One). One past TVC of Amul Macho was equally gross.
ReplyDeleteAs Marketers and communicators, while we claim to be the 'voice of consumer', we need to be sensitive to the feelings and sensitivities of those very consumers. Though there is no right definition for what is offensive, and sensitivities might vary making it difficult to draw a line, one knows when it has been crossed (akin to adding salt to food, there is no right measure but you know when to stop).
Another reflection is about films and TV programs. Indian consumers are spread across socio economic strata and varying degrees of cultural exposures. While a 'Splits Villa' might be ok for a SOBO teen to watch, it might be a cultural shock to a small town person. Therefore creative freedom needs to be taken with a pinch of salt and 'mirror of consumer conscience'. Shock your consumers, but only out of misbelief.
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ReplyDelete