In a world where every second of public life can go viral, the line between topical and tasteless is becoming dangerously thin. Recently, a video clip surfaced from a Coldplay concert – a couple caught on the ‘Kiss Cam’. What’s the big deal? Well, the man was none other than the CEO of a well-known company, and the woman was the HR Head of the same organisation. Both are married to other people. The camera broadcast their private moment onto the big screen for millions to see. Within minutes, the video and its snippets exploded online. Names were revealed, identities confirmed, and moral debate flooded social media.
The internet, predictably, did what it does best – meme culture kicked in. Jokes, edits, commentary, it all spiralled out of control, turning what was essentially a moment of personal crisis into a trending topic.
Now, individual users jumping on viral content is understandable. But what truly baffled me, as a marketer, was the response from brands. Yes, brands – global, national, and local jumped on the moment, turning this scandal into an “opportunity” for engagement.
One of the earliest brand reactions came from IKEA (Singapore), which posted a meme featuring two stuffed toys embracing, mimicking the infamous scene. Not to be left behind, Amul, India’s beloved brand known for its witty and topical illustrations, also published a creative based on the incident, drawing flak from many.
Dozens of regional and lesser-known brands followed suit, using the incident for their 15 minutes of fame and a few hundred views on social media. For me, this wasn’t just opportunistic; it crossed certain lines that marketers are usually careful not to jump.
Where are we headed in the name of marketing?
As marketers, we’ve always been told to stay away from topics related to politics, religion, and personal tragedy. These aren’t just PR landmines — they are ethical boundaries that define responsible brand behaviour.
Yet today, in the race for clicks, likes, and views, those boundaries seem to blur more and more. We’ve seen brands trying to ride on wars, natural disasters, and now this infamous incident. What’s next? Are all human moments up for grabs in the name of engagement?
Some people may say ‘these campaigns are just for fun’ or ‘It’s just a meme’. But it’s not that simple. When you use someone’s trouble to sell your product or get laughs, it stops being smart marketing. It turns into taking advantage of someone’s pain in the name of creativity.
Marketing should be sharp, Not insensitive
We live in an era of moment marketing, where being topical and agile has become crucial for driving brand engagement. And yes, being relevant in the moment is important. But what is equally important is to be responsible.
Responsibility doesn’t stop at sustainability or CSR. It extends to the way a brand communicates – especially when millions are watching. Brands have always followed sacrosanct guidelines, design systems, and logo rules with utmost precision. So why not practice brand discipline when it comes to human sensitivity?
Be witty, not wicked. Unfortunately, in this case, many brands crossed over – not just the line, but the entire field.
Need to trend or greed to trend
I get it – everyone wants to be part of the conversation. The pressure to be omnipresent on every social media platform is real. If you’re not in the timeline, you’re forgotten. But there are countless creative ways to show up without trampling over someone’s dignity.
In this case, the moment didn’t need your brand. It needed oblivion.
As someone who has spent two decades in marketing, I find myself learning, unlearning, and sometimes even questioning the basics. But one principle I still stand by: Marketing can be clever, but it must always be kind.
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