From YesMadam's Firings to Poonam Pandey's Death Hoax: The Shock-Value Marketing Trend

Such a gimmick isn’t new. Shock-value marketing tactics, designed to spark conversation and later reveal a different message, are becoming increasingly common.

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We track some other such marketing tactics, to try and decode why brands try these.

What Happened At YesMadam?

YedMadam, a Noida-based startup was at the receiving end of the internet’s fury when a leaked email showing mass firings linked to an internal survey on workplace stress went viral.

Posted apparently by an ex-employee, who was affected by the firings, the post claimed that over 100 workers were abruptly dismissed after participating in a company survey on stress levels. Expressing shock and disappointment, they criticized the company’s handling of the situation.

“Recently, we conducted a survey to understand your feelings about stress at work. Many of you shared your concerns, which we deeply value and respect. As a company committed to fostering a healthy and supportive work environment, we have carefully considered the feedback,” said alleged HR mail. “To ensure that no one remains stressed at work, we have made the difficult decision to part ways with employees who indicated significant stress. This decision is effective immediately, and impacted employees will receive further details separately,” it added.

It sparked widespread discourse, with many criticising the move.

YesMadam then reacted to the controversy, by releasing a statement that said that the viral post was "planned."

In a LinkedIn post titled "No one was fired at YesMadam!", the company apologized for the controversy, assuring the public that such an inhumane action would never occur.

“We sincerely apologise for any distress caused by recent social media posts suggesting we dismissed employees for being stressed,” the statement read. “The posts were part of a planned effort to raise awareness about workplace stress. To those who shared angry comments or strong opinions, we say thank you,” the post added.Some people commented on the post saying this is a PR cover-up.

Poonam Pandey’s Death and Other Instances of Shock-value Marketing

In February 2024, model Poonam Pandey’s Instagram account posted the news of her death from cervical cancer. It led to many expressing shock, and celebrities expressing their tributes. A day later, she posted a video revealing that her death was a hoax. She said that she wanted to raise awareness about cervical cancer, which is preventable through early detection tests and the HPV vaccine.

The stunt led to a lot of online discourse, with some saying it was “deceptive” and “attention-seeking” and others saying that it did bring attention to cervical cancer.

Zomato is known for its clever use of marketing, but a recent one includes a post by CEO Deepinder Goyal, searching for a Chief of Staff, who would be required to pay the company 20 Lakhs to apply.

Update: I am looking for a chief of staff for myself. pic.twitter.com/R4XPp3CefJ

— Deepinder Goyal (@deepigoyal) November 20, 2024

Then in a subsequent update, he made a whole bunch of clarifications.

Update 2: we have over 10,000 applications, a lot of them well thought through, mixed between -

1. Those who have all the money
2. Those who have some of the money
3. Those who say they don’t have the money
4. Those who really don’t have the money

We will be closing the… https://t.co/8a6XhgeOGk

— Deepinder Goyal (@deepigoyal) November 21, 2024

He posted a third and final update as well.

Update 3. https://t.co/8a6XhgegQM pic.twitter.com/1GOFIOta9O

— Deepinder Goyal (@deepigoyal) November 21, 2024

Many, including industrialist Harsh Goenka, called it potentially exploitative, highlighting that such price brackets exclude those who may be talented but underprivileged.

In January 2024, HT Media Group's Fever FM announced its closure, highlighting "evolving trends" in the media industry. It was later found to be a marketing stunt, to announce the brand’s digital pivot.

Ethical Concerns Around Shock-value Marketing

While many of these campaigns grab eyeballs, get people talking and create quite a stir, they also raise questions on the grounds of ethics.

A stunt featuring someone’s death due to cancer triggered many emotionally, who had lost close ones to the disease. It was also called disrespectful by many.

Also read: Kittens or Lions, Frills or Practicality: How Children's Clothing Reinforces Gender Stereotypes

YesMadam’s campaign was also described as tone-deaf by many, who said that marketing campaigns needn’t play with emotions or deceptive tactics for minor gains.

Ultimately, shock-value marketing can be a powerful tool, but it is crucial that brands tread carefully. Striking a balance between creativity, respect and empathy is essential to ensure that campaigns engage audiences without crossing ethical boundaries.