A short while ago, Anushka Sharma shared a social media article by the India arm of the well known German sportswear brand as an Instagram tale. The publish showed the actress posing for a photograph, in which she was putting on a yellow Puma sports activities bra and navy blue leggings. The emblem was prominently noticeable on her upper body. In the story, Anushka appeared to convey outrage about the business working with her photograph for marketing its products with out her authorization. “Hey, Puma India? I’m absolutely sure you know that you have to consider authorization ahead of you can use my imagery for publicity since I’m not your ambassador. Remember to consider it down!” she wrote. Virat Kohli, India’s star cricketer and Anushka’s spouse who is presently Puma India’s model ambassador, shared the story.

So what was that Puma-Anushka Sharma fuss all about?

Several imagined all this hullabaloo smacked of a improperly-conceived marketing gimmick, when Anushka’s followers conveyed anger at Puma. Of system, the former set of people today was confirmed suitable. It experienced to be a gimmick. It was ludicrously apparent. 

And certainly the up coming day, Puma shared a image depicting what appeared to be a contract among the actress and the company with its contents blurred and a Private written in large, purple letters. Anushka shared the publish in an additional a single of her stories, writing, “I will rest on it.” Now, the relaxation of these who even now believed this was a booboo on part of Puma also realised what was happening. It was not essentially subtle, thoughts you.

And no, Puma did not promptly draw up a deal to preserve confront. The firm had previously signed Anushka and this was carried out to garner headlines, improve brand recall, and do what each individual marketing and advertising campaign is supposed to do: market additional items. 

Was it an effective tactic?

That is a little something only Puma is familiar with or will know in the foreseeable future. Possessing a recognised identify, significantly a massive celebrity like Anushka, often can help, so prolonged as the product or service roughly coincides with the image of the claimed celeb. And the actress is quite well-recognized for her exercise. And several brand names have made judicious and progressive use of social media to raise awareness about their products and solutions in the current past. So sure, at one degree, it might in fact be successful. All over again, it truly is as well early to say but a cursory perusal of tweets and comments indicates that a goodly variety of individuals are impressed by whoever cooked up the marketing campaign.


And even if numerous are slamming the enterprise and the actor, a well-liked declaring will have it that any sort of publicity is excellent publicity. This is something most promoting gurus will concur with. It is greater to be infamous than unfamiliar.

The difficulties is, these types of strategies do are inclined to backfire. Social media is a challenging nut to crack for even veteran advertising and marketing industry experts. On social media, folks do not see the full point straight away, they are usually as well chaotic scrolling to see the future piece of material. It is solely doable that numerous noticed Anushka’s first story slamming Puma, obtained active with experienced endeavours, and skipped the rest of the drama. Individuals may well not even be informed that it was a joke. For them, Puma is now a firm that is guilty of using a celeb’s impression to market its goods with no truly spending them.

Have social media advert campaigns backfired before?

Additional than one can depend. Particularly those that intend to hoodwink prospective shoppers in some way. 1 famous instance is Burger King, a popular speedy meals chain that seems to be heading from one advertising and marketing fiasco to yet another in the past few of many years. On 2021’s Intercontinental Women’s Day, Burger King United kingdom shared an ad in newspapers that highlighted the deficiency of feminine chefs in its restaurants. The ad started with the text “Females belong in the kitchen area” in advance of including that the company was sponsoring a scholarship programme for ladies who desire to “pursue their culinary dreams” and highlighted the skewed staff sexual intercourse ratio in restaurants in the United kingdom and the US. The  Burger King Foundation promised $25,000 grants to preferred female aspiring cooks/chefs under the H.E.R. (Encouraging Equalize Dining establishments) scholarships.

All well and excellent. But the social media group of Burger King, to reproduce the marketing campaign on that most unsubtle of social networks — Twitter — started with a tweet studying “Females belong in the kitchen” and permit it all simmer for a even though. Even though in the print, the context was really hard to skip, on Twitter? Not so. Of system, it went haywire, with tweeple, even right after understanding what the manufacturer experienced intended, excoriating the corporation for employing a lame, old sexist joke to advertise what was, fundamentally, a very good induce. And given that the tweet could stand on its own, it was shared broadly devoid of context and the business had to withdraw the tweet and concern an apology.


“We listen to you. We got our preliminary tweet erroneous and we’re sorry. Our purpose was to attract awareness to the fact that only 20% of qualified cooks in United kingdom kitchens are women and to assistance transform that by awarding culinary scholarships. We will do greater future time,” claimed Burger King.

A lesson to be figured out in this article.