5 Topical Marketing Campaigns Failed in India
- October 18, 2023
- Digital Marketing, Blog
- Business, Digital marketing, Know About Digital Marketing
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Marketing Campaigns Failed in India
“Discover Marketing Campaigns Failed in India, including Tata Nano, Manyavar, Fair and Lovely, Gillette, and Byju’s.
1.Tata Nano: The ‘People’s Car’
Tata Nano, imagined as the car for every Indian household, took an unexpected turn. They thought that the word ‘cheap’ will attract Indian customers and will help them flourish, but the reality was quite shocking! Nano didn’t go well with the customers. Whether it was an idea ahead of its time or a mismatch with market expectations, Nano’s journey provided a valuable lesson in understanding customer preferences.
2. Manyavar: Controversial Kanyamaan Ad
Manyavar Mohey’s commercial Ad starring Alia Bhatt challenged traditional practices around Kanyadaan made controversy. Despite the thoughtfully crafted campaign tagline, ‘tradition wahi, soch nayi,’ controversy still loomed over it from the moment the ad hit the screens.While the intention was to promote equality, it was perceived by some as an attack on a Hindu cultural ritual.The hashtag #boycottmanyavar quickly became popular on social media.
3. Fair and Lovely: The Fairness Obsession
Fair and Lovely’s deep-rooted story highlighting fairness as a key to success has been met with criticism. For the last two decades, they have been pushing the same idea in order to sustain in market, you must be fair.The move led to a change in the fair and lovely marketing strategy, mainly because of the USA’s strong protests against racial discrimination. Multiple online petitions and signature campaigns demanded a ban on the product. Then, in 2014, the Advertising Standards Council of India banned ads that portrays people with darker skin tones are inferior to those having a fair complexion
Gillette’s Vector razor launch in India stands as a notable marketing misstep. Regardless of its rich status, the approach failed. Research highlighted the difference in hair types between Indian and American men, prompting the introduction of a plastic component for easier blade unclogging. However, the negligence of not conducting in-depth local research, relying completely on a study with Indian students at MIT, proved a failure. The impracticality of using Vector without sufficient access to running water in India led to a marketing disaster.
5. Byju’s: Customer Dissatisfaction
Byju’s, an Indian startup, made significant role in the industry and Ravindran was one of the top business tycoons, yet, there was a decline in the value proposition of Byju’s. Customers were furious and felt cheated by the decline in the quality of the services. Various reports suggest that employees were found forcing customers to buy certain programs. Their intimidate way of marketing led to dissatisfaction in customers. Gradually, Byjus’ who was valued at approx INR 1.8 lakh crore, faced difficulties in repaying a debt of roughly INR 10,000 crore.