Balancing Creativity and Ethics in Advertising - Marketing Communications Short Case Studies

Details

Case Code : CLMC046
Publication date : 2007
Subject : Marketing Communications
Industry : -
Length : 02 Pages
Price : Rs. 100

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Key words:

Advertising, Creativity, Ethics, Nimbus Communication, Neo Sports, Cricket, pay-off line, racism, Atithi Devo Bhava, tourism, Ogilvy & Mather, Abby Awards

Note

1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

Abstract:

Advertising might, at times, trod on the fine line between creativity and ethical considerations. The highly creative advertising agency Ogilvy & Mather found it the hard way when its ads promoting the Neo Sports channel drew a lot of flak as a section of the audience and experts felt that its ads portrayed racism.

Issues:

  » Marketing communication
  » Advertising
  » Ethics in advertising

Introduction

On February 14, 2007, the Information and Broadcasting Ministry of India issued a show-cause notice to Nimbus Communication (Nimbus), a private broadcaster, for showing ads that were alleged to be racist during the India-West Indies cricket series that was held between January 21 and January 31, 2007. The Ministry alleged that these ads showed West Indians in poor light...

Questions for Discussion:

1. Critically analyze the marketing communication campaign of Nimbus Communication. Discuss the reasons for the controversy surround the campaign.

2. Do you agree with critics that the ads of Nimbus Communication were unethical? How can a company balance creativity and ethics in advertising?

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