On December 30, 2015, the hashtag #CheckBeforeSharing was trending on Twitter and became the number one trend towards the later evening. Big Bazaar used the hashtag and shared the message-- ‘Someone got ‘obscenely’ creative with our advertisement which many shared without checking! Just because it is on the internet, it need not be true!
The brand was referring to the incident, which took place a day earlier, when a distorted and obscene version of the Big Bazaar ad went going viral on Facebook and WhatsApp. The ad that appeared in the Times of India and announced Public Holiday sale (25-27 December), got mired in controversy after its photoshopped version became a source of social media humour.
Below is an excerpt of Big Bazaar’s tweet:
In a statement to exchange4media, Sandip Tarkas, President of Consumer Strategy, Future Group said, “I am reminded of an old adage: I don’t know if I am coming or going but I am on my way and these days a lot of people are in a tearing hurry to get to that I-don’t-know-where-yet-space. Every salacious rumour, every scary scenario, every oh-so-satisfying-simple-explanation of a complex problem is not to be shared without verifying. If that sounds preachy, I would like to end with Murphy’s Law – the most important leg of a three legged stool is the one that’s missing. Often we act without verifying facts and that is the most important leg of the three legged story.”
Twitteratis were sharing their views using the hashtag #CheckBeforeSharing, urging people to be more responsible and not believe or share anything without confirming it.