By admin 
As companies consider cutting their marketing budgets, digital channels have become the primary means of advertising and the number one choice for small businesses with a low marketing budget.
Social mediasearch engines and emails allow companies to reach specific audiences without spending too much money, offering scalable solutions to fit various marketing needs.
This trend underlines a broader shift in advertising priorities, favoring affordability and efficiency over complex, high-budget campaigns.
This year was innovative viral campaigns which combined humor, technology and personalized messages to captivate audiences. These campaigns not only resonated with viewers, but also demonstrated the innovative potential of digital marketing strategies.
“More than 50% of startups operate on a low budget, so they need to ensure their marketing techniques are targeted and serve a clear purpose. Poorly executed campaigns fail when they don’t understand their audience, misjudge cultural values, or make claims that are hard to believe. For example, using sensitive topics in a campaign without care or connection can seem insensitive and lead to criticism,” said Prady Kumaar, CEO and co-founder of NP Digital India.
However, not all campaigns were successful; many campaigns failed due to poorly thought out messages or a lack of cultural sensitivity.
Such missteps led to negative sentiment on social media, with a barrage of criticism highlighting tone-deaf or offensive content.
The backlash often forced brands to issue public apologies and address reputational damage, illustrating the fine line between innovation and callousness in modern marketing.
The appeal of viral campaigns
Digital marketing has revolutionized the way brands interact with their audiences. Successful campaigns can catapult brands into the spotlight through several factors, including creating compelling and relatable content that resonates with audiences, deploying a multi-channel approach and crafting campaigns that reach them on a personal level.
Brands like Zomato, YesMadam and Bombay Shaving Company have all tried to create impactful campaigns. While some succeeded, others suffered serious setbacks, illustrating the risks of navigating this space.
When marketing misses the mark
Marketing mistakes often stem from poorly thought-out messages or a lack of cultural sensitivity. Below are key examples of recent campaigns that have sparked controversy:
Yes ma’am workplace stress controversy
The home salon services company faced public outrage over a LinkedIn post claiming it had fired 100 employees because they were stressed. The post, intended as a campaign to raise awareness of mental health in the workplace, was criticized for its insensitivity. Following the backlash, YesMadam issued a statement clarifying its intentions and apologizing for the miscommunication.
Mayank Arya, co-founder and CEO of YesMadam, apologized and acknowledged the misdirected campaign and its unintended impact.
“Our intentions were rooted in addressing workplace stress and promoting a healthier work culture. However, we understand that the approach taken was inappropriate and led to unfavorable feedback. I deeply regret any confusion or inconvenience caused by this initiative. There was no panic in the office, because everyone was informed about the campaign in advance. It was never our intention to harm or mislead anyone, and I sincerely apologize for any miscommunication,” he added.
“At YesMadam, we have always prioritized the well-being of our employees. The campaign has been created with the genuine aim of raising awareness about mental health issues in corporate and startup environments,” said Mayank.
Zomato’s Chief of Staff Vacancy
Zomato CEO Deepinder Goyal was criticized for a job posting that required candidates to pay a fee of Rs 20 lakh in their first year. Although the compensation was intended to be donated to charity, it led to discussions about elitist and exploitative hiring practices. Critics argued that the unconventional approach alienated potential candidates, despite the company’s defense of the initiative as a filter for highly committed applicants.
Misstep by Bombay Shaving Company
In an advertisement meant to support Uttar Pradesh Class 10 topper Prachi Nigam, who was bullied online for her facial hair, Bombay Shaving Company included the tagline: “We hope you are never bullied into using our razor.” The ad was criticized for being tone-deaf and exploitative. Despite the company’s defense, it was widely seen as a lack of empathy.
Poonam Pandey’s campaign against cervical cancer
A death hoax campaign involving Poonam Pandey to raise awareness about cervical cancer also attracted significant response. The digital marketing agency responsible later apologized and acknowledged the distress caused by their campaign.
Insights from experts
Marketing experts and influencers emphasize the importance of well-thought-out and target group-oriented campaigns.
Harish Bijoor, founder of Bengaluru-based boutique consultancy Harish Bijoor Consults Inc., cautions against advertising overshadowing brand strategy.
“My big complaint with startups is the way they handle their marketing strategies these days. Startups often see advertising as a strategy. It is important that the startup realizes that if there is a dog, the dog’s body is the brand strategy and the tail is advertising. The tail should not wag the dog. The dog should wag its tail. That’s why marketing strategy comes first and advertising comes second. Unfortunately, a fair number of startups get excited by the sexy creative and moment marketing buzz and end up making the mistake of letting the tail wag the dog,” Bijoor explains.
In the age of social media, influencers have a lot of influence on public perception, which in turn belies the responsibility to be more discerning about the tone and purpose of the marketing campaigns they want to promote, believes content creator Dr Geetika Rawat. , a dentist and content creator.
“As an influencer, I am trusted by many followers and at the same time I have the ability to create meaningful conversations. If a brand’s campaign doesn’t feel right, I can suggest changes or refuse to promote it. We must advocate for campaigns that are thoughtful and inclusive. Participating in ads that downplay sensitive issues like mental health can feel like a betrayal to the public. It is better to take a step back than to risk losing confidence.” says Rawat.
“Transparency is the cornerstone of my work: I only endorse products I truly trust and always disclose partnerships or sponsorships. Furthermore, I prioritize inclusivity, authenticity and respect in my content, avoiding stereotypes or exploitative messages,” agrees Sunaina Rekhi, a yoga teacher and lifestyle influencer with half a million Instagram followers.
Vivek Goel, founder and CEO of marketing agency Orange Owl, advises startups to focus on clear, data-driven go-to-market strategies that meet the needs of their target audience. Misaligned or misdirected messages that don’t resonate with audiences can only lead to wasted budgets and missed opportunities, he warns.
“Startup marketing is about precision: 64% of successful startups strategically target their target group, while 86% of consumers prefer authentic brands. Choosing the right channels increases engagement by 80%, and treating marketing as a conversation – not a monologue – increases adaptability and trust, driving growth,” said Runki Goswami, Global Marketing Head at Newgen Software.
Where to draw the line
Brands must tread carefully to avoid missteps that could damage their reputation. Some important principles to follow include:
Respect sensitivities: Avoid exploiting personal or emotional topics to generate shock value or attention.
Transparency and authenticity: Make sure the message aligns with the brand’s values and genuinely resonates with the audience.
Ethical data use: Avoid overly aggressive targeting or using customer data invasively.
Test campaigns thoroughly: Pre-test messages with diverse audiences to identify potential problem areas.
“Brands must avoid crossing the line in their campaigns and overpromising or being too aggressive. Authenticity is key. While driving conversions is important, campaigns should never mislead customers or use manipulative tactics. It is important to ensure that campaigns are consistent with the brand’s values and message, while taking into account the audience’s time and attention,” Goel added.
Finding the right balance
Marketing in the digital age offers enormous opportunities, but comes with significant risks.
Brands must prioritize empathy, authenticity and respect in their campaigns. By balancing creativity with responsibility, they can foster trust and build lasting relationships with their audiences.
“Brands need to know when to draw the line between a campaign that could be insensitive, misleading or too intrusive. Campaigns shouldn’t exploit sensitive topics, make fantastic promises, or cross the line into personally invasive tactics, such as being too aggressive with targeting or using customer data unethically. The approach to a campaign must always be guided by transparency, respect and authenticity,” Kumaar explains.
“Ultimately, the line is drawn when a campaign risks damaging trust, damaging brand reputation or alienating audiences,” he adds.