The marketing world has a saying that goes, “any publicity is good publicity”. As long as people are talking about it, it can’t be bad. But how far should a brand be allowed to go in the name of negative publicity? Are there no lines that cannot be crossed? The answer is -of course, there are!
According to The Indian Express, to promote their new web series ‘Undekhi’, SonyLIV called many people in Mumbai where a man named Rishi asked for help as he had witnessed and recorded someone’s murder and feared for his life.
Got a very disturbing call from this number +91 140 880 0135 @MumbaiPolice…The gentleman said he has witnessed a murder. Has recorded it on his phone & now those people want to kill him. He hung up after that. He was crying & quavering while speaking. Please look into this.
— smriti kiran (@smritikiran) July 10, 2020
Shame on you @SonyLIV I just got to know that this call is a promotional gimmick for your new show. I was on the floor breathless with panic when I got it. Are you out of your mind doing this??? @MumbaiPolice you must take action. This is appalling and unethical. https://t.co/4Vp1YAzYjW
— smriti kiran (@smritikiran) July 10, 2020
India Today reports that when these people contacted the police, they found out about the gimmick. At the very end of the call, ‘Rishi’ revealed the truth but not many waited until then as they wanted to help as soon as possible. A few took to Twitter to express how frightened they were after the call.
This is a totally horrific way to pitch a promotional call (+140) for #Undekhi @SonyLIV . Please avoid such tricks as people are very much stressed and nervous already owing to the #pandemic and such frightening calls may lead to some unfortunate incidents.@PIB_India
— Ved (@v_barai) July 10, 2020
What a ridiculous #promotional call trick by #Undekhi #SonyLIV Do U even realise what this can cause to a person if they miss out the last few words in panic. Get a better way to promote your series #webseries #advertisement #ScamAlert #murdercall #unethical #worldpremiereseries pic.twitter.com/8CzUhTkVti
— Suvrata Bhati (@BhatiSuvrata) July 10, 2020
Dear @SonyLIV #Undekhi
What creepy shit promotion stint is this…. Horrible! @MIB_India @TRAI
How are Such promotional calls even allowed?
I almost skipped a heart beat, imagine elders or someone with weak heart conditions recieving it! Calling#+91 140 897 0061 #cheapshot pic.twitter.com/EOZDS35xsf— R K (@RRosleen) July 10, 2020
@SonyLIV Absolutely disgusted with this ill-timed and insensitive phone call I received for a promotion of some crap show I would probably never even think about again. Unethical. Absolutely unethical.
— Nader Balooch (@ayewhatmen) July 10, 2020
@SonyLIV got a horrible promotion call where a man is speaking about getting murdered. Its the most upsetting and unpleasant call and please be human and stop the crap once and for all. Undekhi is something I never want to watch because of this horrible call
— M (@mansi_1) July 10, 2020
#SonyLIV #sonylivoriginals #MumbaiPolice
I want to report an insensitive and ridiculous promotional activity undertaken by #SonyLIV i got a call saying main rishi bol raha hoon i need help i saw a murder and i recorded it and now they are trying to murder me.— Sneha Bajpai (@SnehaBajpai6) July 10, 2020
I tht a friend nameRishi called as my father is an ex police and he is already going through a lot. I am shaking already going through a lot due to covid i am still trembling my heart is pounding who is responsible if a life is lost due to your sick promotional activity #SonyLIV
— Sneha Bajpai (@SnehaBajpai6) July 10, 2020
Subsequently, Mumbai Police and Maharashtra Cyber put a stop to it and urged everyone to avoid panic.
It has come to our attention that a Sony Liv, a tv channel has used a tactic for the promotion of its new show by calling people and playing a disturbing voice recording. If you receive any such call, please do not panic and create rumours. (1/n)
— Maharashtra Cyber (@MahaCyber1) July 10, 2020
We have instructed the channel to cease this promotional activity immediately. (2/n)
— Maharashtra Cyber (@MahaCyber1) July 10, 2020
According to Hindustan Times, SonyLIV released an apology statement saying it was an accident but people were not impressed. They accused the brand of carefully planning and executing an unethical campaign for shock value.
If you have received a call for our show Undekhi & it has disturbed you we would like to sincerely apologise to you. This was a test activity which has gone out accidentally & our intention was not to cause any kind of discomfort or panic. We sincerely regret any inconvenience.
— SonyLIV (@SonyLIV) July 10, 2020
SonyLIV deeply regrets the recent promotional test activity for its show “Undekhi” which has caused anguish to some people. Our intention was never to cause distress to anyone. We sincerely regret any inconvenience caused and offer our apologies @MumbaiPolice @MahaCyber1
— SonyLIV (@SonyLIV) July 11, 2020
People are now demanding that strict action be taken against them for causing everyone unnecessary distress.