I was browsing through a few interesting articles writing about how Hindus got offended about the latest Burger King ad campaign. Honestly, it was offensive, and what I have realized, is that this was purely intentional on the side of Burger King.
Every marketing campaign always has to go through a process review to ensure no one gets offended. If there is a religious picture posted (as what is shown in the BK ad), they will try to research on the religious culture and ensure that it does not offend or go against that culture’s norm.
Burger King is no stranger to this idea, as they have to go through different processes before an ad gets released. Ads have to be designed to be open and respectful. But Burger King took this knowledge and trashed it intentionally.
Burger King’s strategy is apparently to get attention through free publicity on their ads. It is a cheapshot and honestly, terribly offensive. While majority of Hindus are vegetarian, Hindus are not allowed to touch beef. Promoting a Hindu Goddess in front of a beef burger is very infuriating. Hindus will never think of putting any meat product as an offering in front of an altar. This ad was a large slap in the face for Hindus everywhere.
The question is, how sustainable does Burger King think their strategy of offending for free publicity will be? There is more bad press than good amongst Hindus, and apparently they felt that since Hindus are vegetarian or non-beef eaters, this is one market whose boycott they can afford, we were not touching their food anyway, boycotting means we won’t buy it.
What they should understand though, is that not only are the Hindus offended, the Buddhists follow the same belief and respect for Hindu Gods, and it goes farther beyond. Sending negative vibes amongst the Hindus and Buddhists will last longer, and their apology was definitely not sincere. Media will definitely, and should definitely attack Burger King for intentionally offending other beliefs. They should feel how it is like to be offended.
There is definitely no need for violence, but there is a need for corporations to understand that they cannot get away doing something intentionally with a few words of apology. A larger support of boycott should be made. After all, this was not the first time Burger King decided it would be a good idea to insult another culture. They have done the same with the Mexicans, and apparently, other countries as well. Try to check their record, it is surprising to see how far they have gone with this tactic.
For a company established in a country that has a strong affirmation on equality, religious and ethnic offensive ads are as terrible as racist ads. Corporations who decide to play this card should be penalized for creating cultural divisions.
After all, everyone has to play a part in removing barriers across culture. We all have to come together and defend each other’s rights, and demand that everyone is respected for who they are. Removal of barrier, after all, is the first step to true democracy, a first step to true peace. Respect goes beyond tolerance, but more importantly, open understanding and deep appreciation of differing cultures.
Let this article be a standing point for all corporations to rethink all their future ads, let this be a new line of thought in media. Peace can be achieved one step at a time.
– Column by Haresh Daswani
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