This is a highly competitive world and startups often try creative ways to grab attention. But sometimes the creative ways even crosses the line. The scenario turns into confusion and insensitivity. The damage thereafter may become hard to undo. This exactly happened with Noida-based beauty startup YesMadam with its recent marketing campaign.
The company sent an email to employees stating that lay off would be witnessed to those who are experiencing high stress in the office. The step led to a storm on social media as the email went viral. People were quick to criticize and called it “ironic” and even “inhumane” to fire employees for 0feeling stressed.
YesMadam later clarified that no one had actually been fired and the email was part of a campaign to highlight workplace stress.
This is now giving birth to an important question that what should be the limit for marketing. Creativity is essential and especially in a crowded market, but there is a fine balance between being innovative and appearing tone-deaf.
Experts like branding consultant Karthik Srinivasan said that the exaggeration can work in advertising, but it must be obvious enough not to mislead people. The message in the YesMadam case was neither clear nor well-received.
The follow-up measures of the startup such as a six-day “de-stress paid leave policy” and free spa sessions for employees are commendable steps. However, the reputation damage could have been avoided with a more thoughtful approach to the campaign.
YesMadam may recover from this misstep, but the lesson is loud that marketing should inspire and connect. It should not confuse and hurt at any cost.
