While Hindustan Unilever, owner of Surf
Excel, tried to promote religious harmony with the advertisement, however, it did not go
down well. Some people felt it to be humiliating, Hindu phobic. Even people blamed company for promoting love
jihad and controversial.
 |
| A Glimpse of the advertisement |
#boycottSurfexcel because you also know
that the add is humiliating Hinduism. And promoting love jehad. Gender
selection and talking holi colour as "daag" is not acceptable by
Hindu because it is done intentionally.
Gender selection could have been
reverse also, read a tweet.
The Reason for
Popularity
Woke marketing can attract criticism and attention both. For
example- the advertisement which was used by Gillette- that talked about masculinity.
The advertisement intended to encourage men to support women and each other.
The focus was on – “Best a man can be” . Earlier Gillette used the slogan the “
best a man can get”.
The woke marketing can be controversial but is good for business.
Since the Nike’s advertisement despite of controversy and backlash, the company
got $6 billion added value.
Do people like the
work marketing?
Gillette used the woke marketing, generated a lot of
reaction and prompted the conversation about masculinity- and what a brand’s role
is to speak out on controversial social issues.
In past, big corporates tried to stay away from
controversial topics due to the fear of alienating their audience, however this
has changed in recent times.
The reason for supporting
the ‘woke marketing’
Though the response is often a mixed when huge corporations
speak about social issues, but it does help in their business. There are
several reasons for woke marketing to be popular are-
1-
Customers wish brands to take a stance
2-
Customer like a purpose driven brand
3-
Attention, may be controversial generates the
Brand Awareness.
4-
Social media provide immediate results and
feedback.
1. Customers wish brands to take a stance
Society is increasingly expecting companies
to address pressing social and economic issues.
Due to rise in social media uses, the pressure
on corporations have increased than earlier.
Purpose guides cultures, provides a
framework for consistent decision making and ultimately helps in sustaining
long term financial returns for the shareholder at your company.
Moreover, there are numerous studies that
show that today’s consumer are looking for a purpose driven brands. Brands which
can be aligned with the values to show support of a brand’s messaging outside
of their specific product.
Due to woke marketing people tend to share,
comment and write their reactions to the advertisements and that creates more
shares, comments and responses. This allows brands to reach more to people , and
beyond their reach.
Due to the woke marketing and buzz brands
become more daring and social media responses them almost immediately.
In earlier times, the print media and
television took more time to get the results.
Because of instant feedback, brands can
directly attribute to the certain campaigns.
However in spite of these benefits, there can be a number of
negatives due to woke marketing as it
may or may not impact on the sales, and every campaign can ring the different
result. Therefore, uncertainty remains the fact.
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