Zomato Promoting “MC BC” For An Ad Campaign Is Just Not Cool & Twitter Is ANGRY!
We have all come across those ads, which say explicit words in caps to get your attention and then they are about something else. But when does a brand go overboard with such tricks. Well Zomato just stepped on it. The Zomato explicit ad with letters that are short for Hindi language expletives is trending on Twitter and the twitteratti is JUST NOT HAVING IT. The ad started going viral on Twitter and Facebook with people calling it sexist, cheap and crass.
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Backlash On Social Media
Photo Courtesy Of: Gaurav Gupta, Atul Sharma & Amar via Twitter
Let’s just say, everything went wrong. Zomato found itself in a soup when its new outdoor campaign was attacked on social media platforms for being offensive and sexist. The controversial ad, written by Zomato’s art director Akshar Pathak, has bold white letters MC.BC. (mac n’ cheese, butter chicken) written on the ad. The ad, with letters that are short for Hindi language expletives, started going viral on Twitter and Facebook with people calling it sexist, cheap and crass.
Zomato’s Take On The Whole Fiasco
“While it was not our intention, we can understand how that one particular creative could have been perceived as offensive. We will be withdrawing that creative in particular,” said Pramod Rao, marketing head, Zomato, in an email response to queries. Which is a good move and might just be what Zomato needs right now.
Advertising and brand experts unanimously agree that the creative in question was done in bad taste and can tarnish the goodwill and image of brand Zomato. Shubho Sengupta, an independent brand consultant (digital), said that while the overall campaign has a signature Zomato humour, the “MC. BC.” creative went into a different territory. “It is quite strange for a market leader like Zomato to execute a creative like this which is disrespectful towards women when every other brand is trying to promote women empowerment.”
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Featured Photo Courtesy Of: Via Facebook