The insensitive “shake off” marketing technique amidst Nepal earthquake

Posted: April 27, 2015 in Nation and Politics
Tags: , , , , , ,

When nature’s fury fall it spares none; several dreams shatter and tears trickle down as you see loved ones depart at the snap of fingers. The devastating earthquake that hit the land of nirvana-NEPAL- on Saturday, 25April 2015, was exactly on the same lines.

Kathmandu Struck By Powerful Earthquake

Who knew that the “mild” shivers and tremors felt in certain parts of India at 11:56 A.M. local time would become so pain-stricken for people of Nepal. By now, the news channels must have drilled into your mind that the 7.8-magnitude temblor had its epicenter 51 miles northwest of Kathmandu. Apart from the escalating death count, many world heritage monuments like Patan Darbar Square and Dharahara Tower are now reduced to debris. Adding to the woes, the pelting rain is making it difficult for the rescue team to churn out service as promptly as expected.

Nepal-Earthquake

This was a brief update about what our neighbors are going through right now.

What pushed me today to tap my fingers again on keyboard after a long time was a very crooked way of marketing used by Lenskart, an online eyewear website.

On the fateful day, by 1 P.M. over 400 people were reported to have lost their lives while battling with the wrath of nature. And Lenskart apparently-with all their sense and confidence-were asking people to ‘shake it off like the earthquake’ by sending promotional text messages around 1:30 P.M.

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The tremors which claimed many lives even in northern and eastern India, apart from Nepal, perhaps seemed a lucrative option for Lenskart to capitalize on the marketing of Vincent Chase sunglasses for Rs 500. If this was not enough then another online retailer company American Swan came up with an “Earth shattering offer” at the same time. Really? This is what market competition has stooped to? Now companies want us to celebrate this extremely tragic incident by availing discounts.

Lenskart realized that what they wanted to start as a roar is ending on a whimper when #ShameonLenskart started trending on twitter minutes after the message was received. This is when their callous move was covered up as “accidental choice of words” in their apology SMS sent two hours after the blunder. Even American Swan understood the gravity of situation and tweeted, “We empathize with the victims of the tragedy”.

lenskart-1

american-swan-1

During the time when the common public were shrouded in terror and the government was working to provide relief as quickly as possible, Lenskart and American Swan thought to be cat’s whisker by leveraging the attention of potential consumers. This is what happens when you ignore to see the larger picture and focus only a distorted picture that appears tempting enough to “try” at least once. Although it might have been an inadvertent step, rarely you get a second chance especially in the world of social marketing.

At a time when scam cases, theft, murder and rape has become so prevalent that, I guess, even online sellers are gradually turning resilient towards the plight of each other.- just like each one of us. The reservoir of compassion has dried up completely because pursuit of happiness is the only goal. We talk about freedom, empowerment, and my choices, but forget that they cannot be sold through glossy marketing; it will come only with mutual respect. On the other hand, apathy and indifference will only lead us to these type of marketing skills and girls lying naked on roads for hours while people choosing to pass by!!!!

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P.S: All images are a result of Google search and I have no copy right over them.

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Comments
  1. Akshit Choudhary says:

    True words Indrani. Couldn’t agree more with you!!!

  2. Mancy Gupta says:

    Finally got to read after a long long time. 🙂

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