No publicity is bad publicity? Not quite. Just ask ice cream major Haagen Dazs that made its entry into India on the wrong foot with an ad that threatened to keep Indians out! While the ad, prominently displayed at a South Delhi mall, just ahead of the US brand’s first outlet in the country was meant to tell Indians that they can get a taste of the international best right here in India, the tagline “Access restricted only to holders of international passports” had people up in arms.
Arindam Haldar, director, Haagen-Dazs says that,”No one was turned away because of nationality.” One would assume that Haagen-Dazs is here to tap the Indian market but the sign post clearly smacks of apartheid. And I wonder what went through the minds of creative heads at TBWA, the ageny that worked out the teaser campaign.
The signboard was taken down soon after. The ice cream giant issued an apology of sorts. Though it hardly reads like an apology. Sample this text from the official media statement issued by the brand: “… The poster in question was part of initial local store communication at a few locations within the same mall announcing the opening of the new Häagen-Dazs shop in the mall. The message was intended to suggest that you can enjoy, for instance, a taste of the French Riviera without traveling to France – by enjoying Häagen-Dazs. Unfortunately the reference to the international passport holder on the poster may have led to a significant miscommunication. This was completely unintended and we apologize for creating the misimpression that may have hurt our sentiments as Indians.”
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