CashKaro's AI-Generated Billboards Stir Controversy with Suggestive Humor
Fintech company CashKaro recently posted what appeared to be a billboard advertisement on its official LinkedIn account. The image quickly drew criticism from many viewers who took issue with its central joke. The billboard uses a double-meaning phrase in Hindi that seems to compare the sizes of two men. However, the actual comparison is between the cashback amounts available with CashKaro and without it.
Two Striking Features of the CashKaro Advertisement
Two elements immediately caught our attention in this ad campaign. First, the billboards and the roads they stand on all appear to be generated by artificial intelligence. This highlights a growing trend where outdoor advertising is designed primarily to create online viral moments rather than traditional street visibility.
Second, a financial technology firm chose a relatively simple double entendre to generate buzz and virality. This approach has sparked significant debate about appropriate marketing strategies in India's digital landscape.
Suggestive Messaging in Indian Advertising: Not Always Taboo
Suggestive messages and clever puns are not necessarily forbidden in advertising. Many brands have used them exceptionally well over the years. Consider the condom brand Durex, for example. Durex routinely employs puns, metaphors, and intelligent jokes to advertise its various condom products marketed for different purposes.
Kohinoor condoms also ran a memorable advertisement back in 2004. That ad featured an old watchman guarding an abandoned mansion. Throughout the night, he hears strange wailing sounds reminiscent of classic horror films. In the morning, he discovers the sounds actually came from a creaky bed. The subtle humor effectively reminded viewers about the product's key feature: long-lasting protection.
Public Reaction to CashKaro's Campaign
Much of the outrage against CashKaro came from people offended by what they perceived as a "cheap" use of double meaning. We disagree with this assessment. As demonstrated by previous examples, such messaging can serve as a powerful storytelling device, particularly in a relatively conservative country like India where capturing audience attention requires creativity.
The Core Issue with CashKaro's Approach
In CashKaro's specific case, however, it becomes difficult to understand what purpose the suggestive humor actually serves. The seemingly out-of-place joke might undermine the brand's primary message. CashKaro likely wants to communicate that cashbacks are valuable and that their platform offers the best cashback opportunities. The controversial element risks distracting from this core proposition.
The debate continues about where to draw the line between effective storytelling and inappropriate messaging in India's evolving advertising landscape.
