A controversial question

Controversies: good or bad?

This is a universal and one of the most debatable questions in marketing today. Are controversies good for marketing a product? Not just a product, even a service, or a person needs to market itself if it has to prove its worth. So when a product is launched, the makers are of the belief that if the marketing is made ‘controversial’, it will have a positive impact on the target audience.

Many products have done this and still continue to do so. International brands, like French Connection UK or FCUK created a furore because of its abbreviated nomenclature. However, the brand is one of the most sought after among the youth. Not only in the UK, but all over the world, FCUK is an iconic brand.  The Axe effect ads were controversial in India, but at the end of the day we all know that Axe deodorants sell like hot cakes among the youth.

Take the most recent example in India. Not a product, but a path-breaking initiative by India’s business honcho, Lalit Modi’s Indian Premier League. After a smooth run of two seasons, the last IPL witnessed one of the greatest controversies in India. From being a sporting event, IPL became a political issue, costing chairman Lalit Modi his chair, and also leading to the resignation of the then Minister (of External Affairs) Shashi Tharoor. Many IPL franchises came under the scanner, some were on the verge of being dismissed, and the controversy carried on for months on end. However, this did not negatively impact the brand that IPL is. These controversies on the other hand, took IPL to all the major news channels and newspapers which helped it garner more popularity and bank more money.

Not only this, even celebrities who are in the news for all the wrong reasons are in a way the most popular. Rakhi Sawant thrives on controversies. Rahul Mahajan is well-known for all the wrong reasons. So what, they are still talked about, and any kind of publicity is said to be good. They are seen as TRP garners for the channels that feature them. TV shows like Big Boss, which ran into controversy this season for showing adult content and was pushed into the late night slot rather than being aired in the prime time band became more famous after the problems it ran into.

But these controversies work only for selective brands or products. FMCG products will never work if hounded with problems. It was seen in the case of Pepsi and Coke which became highly controversial after being blamed for being contaminated with pesticides. They suffered a huge loss, and later celebrities were brought in to advertise and vouch for the drinks’ safety. Cadbury chocolates too were said to be infected with tiny insects, which led to the sales plummeting greatly. They of course took serious corrective measures and have gained back the consumers’ trust.

Therefore controversies are product specific. Everything cannot work well if surrounded with problems.  If we dig deeper into this, products that are actually ‘good’ need not need an extra ‘dose’ of publicity to catch the consumer’s attention. Products that deliver what they promise the consumers and keep their standards high, add value to their lives in any which way, and are loyal to them, will always be seen in good faith.

Thus the question still remains a debate—are controversies good, or not? The answer I think remains with the product—and whether a certain product needs it or not. Sometimes these controversies do help in marketing, but on the other hand, if the products are good enough to speak for themselves, then marketing won’t take that much of an effort.