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案例库 · 广告与公关 · 市场决策 · 2017

这条还没译成中文,下面是英文原文。

A Jawed Habib franchisee's ad showed Hindu gods getting a spa day — 'Gods too visit JH'

A Kolkata Jawed Habib franchise ran a Durga Puja ad showing Hindu gods enjoying a spa day, tagged 'Gods too visit JH salon.' The backlash forced an apology.

Jawed Habib · 2017-09

怎么回事

Ahead of Durga Puja 2017, a Jawed Habib salon franchise in Kolkata ran a print ad depicting Hindu deities — Durga, Ganesh, Kartik, Lakshmi and Saraswati — enjoying spa treatments, with the line 'Gods too visit JH salon.'

The ad drew a social media storm accusing the brand of trivializing religious figures for a seasonal marketing hook. Founder Jawed Habib said the ad had been produced and published by a master franchisee in Kolkata without company authorization or approval.

The company retracted the ad and apologized for inadvertently hurting religious sentiments; Habib posted a video distancing himself from the specific creative decision while the brand issued the public apology.

为什么会这样

  • A festive-season creative hook that borrows deities as customers works only if the audience reads it as playful — the same image read by others as commercial exploitation of sacred figures.
  • A franchise structure that lets a local operator publish national-brand-carrying creative without central approval means the parent brand absorbs backlash for decisions it didn't make.
  • Distancing the founder from the ad ('produced without authorization') doesn't undo the brand-name association — the apology still had to come from the company whose name was on the salon door.
代价Ad retracted, public apology丢脸

教训

A Jawed Habib franchisee's Durga Puja ad showed Hindu gods getting a spa day. The backlash landed on the parent brand even though a local franchisee had made the call.

后来呢

The ad was pulled and the company apologized; the incident highlighted the franchise-approval gap that let unauthorized creative reach print under the brand's name.

资料来源

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