An Indian service start-up has found itself at the center of controversy due to a publicity campaign aimed at highlighting workplace stress. Recently, an internal email from Yes Madam went viral on social media, in which employees were informed that the company would “part ways” with anyone who reported feeling stressed at work. However, the start-up clarified on Tuesday that no employees had been fired, and the viral posts were part of a “planned effort to draw attention to the serious issue of workplace stress.”
The campaign has generated mixed reactions online. Some praised it for highlighting an important topic, while others criticized the company for misleading the public and “toying” with emotions. Many users also pointed out that the campaign succeeded in thrusting an otherwise little-known brand into the spotlight within hours.
This isn’t the first time a start-up has faced backlash over a controversial marketing stunt. Last month, the founder of an Indian food delivery platform garnered attention for posting a job opening for a “chief of staff” position, where the candidate would be expected to donate two million rupees to the company’s non-profit venture, which provides food to the poor, and would not be paid for a year. He later claimed that more than 10,000 people had applied for the role but did not clarify if anyone was actually hired. Earlier this year, a celebrity also faced massive online backlash for pretending to die in an effort to raise awareness for cervical cancer, causing distress for people who had lost loved ones to the disease.
Despite the apologies from the marketing agency responsible for these campaigns, such stunts continue to push the boundaries of advertising. Brand experts warn that while these gimmicks may bring a company into the limelight, they do not necessarily contribute to long-term success. In fact, they may end up causing more harm than good.
