Tanishq’s ad displayed baby shower ceremony for an inter-faith couple.

The ad garnered rave

reviews from some sections of the society, but also drew backlash from some societal segments

and had to be pulled off air. With regards to these events, answer the following:

Q1. Analyze the ad using the lens of ethical marketing with regards to: content, segmenting and

positioning, usage of communication channel. (5 marks)

Q2. “Marketers should shy away from using themes such as religion and/or sex when targeting

Indian Consumer Markets”. Evaluate this argument based on ethical considerations. (5 marks)
Ans1). CONTENT-

the content was specific to India’s problem of religious disparity arising. It responded to the

opinion of interfaith marriage through an ad. This problem is current and comprises of social

dogma, different religious practices and a sacred event considered by the Indian people. The ad

basically contained a perspective for the people to be acceptable about.

The

SEGMENTING -

Tanishq failed to target the ad to it’s consumer base following common beliefs. The ad was

targeted to two completely opposite belief system based on religion of the Indian society.

 Demographics- It was targeted to people of same marital status (about to get married or

yet to be) primarily but this event involves also the family members of the targeted

people and also general public who follow a particular belief system strongly.

 Geographic- It was targeted specifically to the Indian society as a whole.

 Psychographic- It include a value system of inter religion marriage which had different

and extreme opinions across the country.

 Behavioral- the ad targeted to the people having an extreme behavior towards the issue.

POSITIONING

The ad was a television communication containing a short video which was tried to cover

maximum reach through this channel. The maximum audience which the wanted to reach were

mostly available at through this channel. So, the ad was place well and gathered a relevant

audience and covered almost all of it.

USAGE OF COMMUNICATION CHANNEL

The communication channel of electronic media (T.V.) was chosen to cover a wide audience.

The communication was both visual picturization and audio presentation.

Also, social media channel was used for promotions and where they received the feedback.

ETHICAL ISSUE

Non acceptance of inter cate marriages was the ethical issue prevailing in the society.

FACTS

Public was extremely violent both verbally and physical against the inter caste marriage and

belief systems based on religions.

OUTCOME

There was some positive feedback but a lot of negative feedback prevalent on social media.

Dissatisfaction was seen.

So, this ad was ethical according to Utilitarian, justice and virtue approaches but unethical

according to Rights and common good approach.

Ans 2).

Voluntary participation should be considered before formulating ads on these sensitive issues. As in

India if this ad is aired through any electronic medium there will not be a voluntary participation

because people don’t want to talk about these ideologies and they are quite reserved on that.
There must be informed consent for discussing the issues. The potential for harm is much in this ad if we

consider sentiments and belief system here. There is much at stake for the society as a whole here.

But as for rights and duties it is right to highlight this situation as a social responsibility of a corporate.

Utilitarian- would do great harm to the sentiments of people

Rights- respect human right and so can use these issues.

Fairness and justice- all should be seen equally important and hence this issue caters to this

Common Good- this can site problems and not commonly good for all

Virtue- good thing to do