Push notifications were once a fun and engaging way for brands to stay connected with their customers. A cleverly crafted, timely message could spark interest, inform customers of deals, and keep them coming back for more. However, it seems that many brands have crossed the line, focusing more on grabbing attention rather than maintaining relevance and respect for boundaries. What was once a useful tool for engagement is now becoming a source of frustration for users.
Are Ads Getting Too Personal?
Recently, a LinkedIn user, Pallavi Pareek, shared her troubling experience with the quick-commerce platform Zepto. She received a notification from the app that read, “I miss you, Pallavi. Says i-Pill emergency contraceptive pill.” Pallavi was shocked because she had never ordered an emergency contraceptive pill from the app. Even if she had, such a message seemed wildly inappropriate and invasive. She questioned the logic of such a notification, raising concerns about the brand’s lack of sensitivity and understanding.
Her post quickly gained attention, with many internet users shared their thoughts on it. Some speculated that such notifications were designed to provoke outrage and gain free publicity. One user commented, “They wanted you to make a post about it so that they can get free publicity. That’s how marketing is working nowadays.” One user humorously compared Zepto’s notifications to “open flirting,” suggesting the app should “leave flirty messages to Tinder” and focus on providing a useful service instead.
Ads Oversteping Boundaries
Zepto is not the only brand facing criticism for crossing the line with push notifications. Many users pointed out that such marketing tactics were becoming common, with brands taking a more personal tone than necessary. Annu Kapoor’s Durex Ad is Another example of brands pushing boundaries. In an ad featuring renowned actor Annu Kapoor for Durex Close Fit condoms. In the ad, Annu Kapoor delivers a heartfelt message, stating, “Ek sachha dost wahi hai jo har paristhiti me aapke saath khada rehta hai... Durex Close Fit condom, aapka sachcha dost (A true friend is one who stands by your side in every situation. He fits into your life as if he is a part of your body... Durex Close Fit condom, your true friend).”
While the ad was designed to be light-hearted and humorous, it left many viewers puzzled and uncomfortable. Critics pointed out that the ad lacked logic, with some even calling it overly personal and awkward. The use of such intimate messaging in a public domain was seen by many as a desperate attempt to grab attention at the cost of consumer comfort.
A Call for Responsible Marketing
As marketing becomes more aggressive, it’s essential for brands to remember the fine line between fun and invasive. Ads should engage and entertain without crossing personal boundaries. For the sake of consumer trust, brands must rethink their strategies, ensuring that relevance, timing, and respect remain at the heart of their marketing efforts.
Inputs by Agencies
Image Source: Multiple Agencies
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