Ramdev Baba: A King of Controversial Marketing.

Controversial marketing, also known as shock advertising, is a tactic whereby a brand intentionally offends or surprises audience by violating the norms of norms of social and personal values and morals. The aim is to generate debate and discussion, and subsequent buzz around your brand. In its most basic sense, this term refers to using controversy as a marketing tool. This could entail things such as using images, messaging, and other types of content marketing that may not be considered politically correct. Controversial marketing also includes expressing a darker sense of humour to get a reaction from the public. Using controversy as a marketing strategy is quite risky too because if it uses any sensitive topic in a way that hurts the sentiments of people, it may generate negative publicity and can affect the reputation of the company.

• Pros

1. Draws Attention
2. Creates Brand Awareness
3. It Can Appeal to the Right Target Audience
4. This can help foster a better connection between them and your brand.

• Cons

1. Controversial Marketing Can Be Divisive
2. You Could Lose Customers
3. It Can Lead to More Work

Current issue with IMA: Doctors in India has hit out against yoga guru Baba Ramdev over his controversial statements against modern medicine. He recently said that tens of thousands died of Covid after taking modern medicines and mocked patients for trying to get oxygen cylinders. The guru withdrew his statement after the health minister criticised him. But he again took a swipe at modern medicine on Monday for not having a cure for some diseases.

Modern, science-based medicine is the backbone of India's healthcare systems, but alternative therapies like Ayurveda and homoeopathy are also hugely popular. Many gurus like Ramdev have launched successful businesses on the back of selling herbal medicines and products.

The Indian Medical Association (IMA), an organisation that represents doctors in India, has criticised the guru for his "insensitive" remarks in the middle of the pandemic. Doctors the BBC spoke to said such statements from a guru with millions of followers were "irresponsible and demoralising".

Buzz Created: TV & Social Media

A video of Baba Ramdev mocking patients for trying to find oxygen went viral earlier this month on Twitter. It's not clear when he made the statement, but he is heard making references to oxygen shortages in several cities in April and May.

Two weeks later, another video emerged in which he can be heard criticising doctors and blaming Covid deaths on them. Many doctors took to Twitter to express their anger. Some even demanded his arrest.

As pressure grew, India's Health Minister Harsh Vardhan, who is also a doctor, issued a statement, asking the guru to withdraw his remarks. On Sunday, Baba Ramdev withdrew his controversial statement in a tweet. But a day later, he issued a letter asking the IMA why modern medicine had no cure for 25 diseases, including diabetes and hypertension which created more buzz.

Value of Buzz Time

This nation-wide spark gave him more than 300 crore worth equivalent media coverage. Such is the power of controversial marketing.

How You Can Do for Your Brand:

If you attempt to try your hand at a controversial marketing campaign, you’ll find the challenge to be a tricky one. Below are some guidelines you can refer to when checking to see if you’re on the right path.

1. Don’t Necessarily Pick a Side

2. Speak to Your Values

3. Widen Perspectives

4. Calculated Risks


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