Home >> Advertising >> Article

Vodafone pug case: PETA intent is good but extreme: Marketing Experts

04-April-2018
Font Size   16
Vodafone pug case: PETA intent is good but extreme: Marketing Experts

How many times have you gone 'Awwww' while watching cute as button pugs in the Vodafone India ads? Well, that just might end soon if animal welfare organisation, People for Ethical Treatment of Animals – better known as PETA, has its way. PETA has requested Vodafone to stop using pugs in its advertisements. In a letter to Vodafone India Chief Executive Officer Sunil Sood, PETA said pugs are “not normal dogs” and are “always in pain” because they are a genetically compromised species with exaggerated features developed through breeding.

“These dogs have become popular in India, thanks largely to your commercials, and are purchased by people who are usually unaware that they’re severely compromised genetically by being bred for unnatural traits, such as tiny flat noses, bulging eyes, and folds of skin,” PETA CEO Manilal Valliyate said in the letter.

Experts who chatted with exchange4media contended that this action by PETA has been a tad over-the-top. N Chandramouli, CEO, TRA, says, “PETA as a brand is one with good intention but is going a little over-the-top. When we are showing cruelty towards women or children, it’s like saying don’t take children or women in ads. These days they are being extreme and must instead take the middle path. It is uncalled for and a more balanced approach is expected from someone so respected.”

Saurabh Uboweja, International Brand Expert and CEO, Brands of Desire, also feels that the animal welfare organisation usually adopts an extremist approach. "PETA is known to use shockvertising (shock advertising) to stick out their point of view on ethical treatment of animals. In this case, it is not so much about Vodafone or Pugs as it is about PETA's opportunity to raise their voice as a leverage on the high profile Vodafone campaign. They have smartly timed a PR campaign to send out a message to the brand and to the thousands of households who adopt a pug as their pet,” he says.

Both Uboweja and Harish Bijoor, CEO, Harish Bijoor Consultants, reason that the use of animals in advertising, has for years, been said to tug at the heartstrings of even the most cynical. 
“As far as using animals in advertising or branding is concerned, animals have been extremely effective as part of brand identities as well as for marketing products due to high familiarity with emotional and behavioural attributes of humans,” says Uboweja.


“Animals tend to soften things. The 'so-sweet' factor is a big addition. Of course dogs are an Indian favourite. Wonder what the cats did wrong!,"quips Bijoor.

Tags Harish Bijoor N Chandramouli PETA Saurabh Uboweja Vodafone India

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey