MakeMyTrip, an Indian online travel company, faced backlash for a recent print advertisement targeted towards Pakistani cricket fans. The ad offered discounts on hotels if Pakistan’s cricket team lost against India, which many perceived as in poor taste given the sensitive relationship between the two countries. Some defended the ad as harmless humor, while others criticized it for lacking sportsmanship.
Brand consultant Gauri Dakhne argued that virality is not an accurate measure of a brand’s success, citing examples of violent videos on the dark web that gain millions of views. Sonia Kapoor, head of Zee Innovation Studio, expressed disappointment in MakeMyTrip’s ad, stating that it lacked the sportsmanship and celebration that a victory over arch-rivals Pakistan deserved. Kapoor emphasized the importance for brands to be aware of societal shifts towards jingoism and to celebrate victories rather than dwell on defeats.
Ashish Khazanchi, managing partner of Enormous, the agency behind the ad, defended it by stating that it was meant to capture the intensity of the India-Pakistan cricket rivalry. He acknowledged that there would be differing opinions, but believed that more people found it amusing. Cleartrip, a competitor of MakeMyTrip, took advantage of the backlash by releasing an ad focused on sportsmanship and hospitality, without directly mentioning MakeMyTrip.
Harish Bijoor, a brand consultant, agreed with Kapoor, calling the ad in bad taste and disrespectful towards cricket and hospitality. He cautioned against opportunistic marketing and urged brands to avoid pursuing opportunities that could be seen as ugly. Shubhranshu Singh, vice president of marketing at Tata Motors, considered the ad as harmless fan rivalry, but acknowledged that it may not be tasteful or novel.
Dakhne discussed the concept of moment marketing, which involves capitalizing on an event or happening to deliver a message. She mentioned examples of successful moment marketing campaigns, but emphasized the need for brands to be sensitive and avoid offending anyone. Karthik Srinivasan, another brand consultant, stated that moment marketing can be risky if the brand’s context is weak or forced. He applauded Star Sports’ Mauka Mauka series, which played on prevailing sentiment without incentivizing a rival’s loss.
Dakhne emphasized the importance for communicators and brand custodians to uphold a brand’s core belief, understand the audience, stick to the brief, be truthful, consider social context, and avoid biases, religion, and politics. Srinivasan urged companies to question their creative premises internally to avoid public backlash.
Overall, the MakeMyTrip ad targeting Pakistani cricket fans received mixed reactions, with some finding it humorous and others finding it offensive. The ad highlighted the challenges brands face in moment marketing and the need for sensitivity and relevance in their campaigns.