Last week, Indian influencer, model, and actress Poonam Pandey made headlines for faking her own death as part of a campaign to raise awareness about cervical cancer. The stunt was orchestrated by agency Schbang and attracted significant attention online, much of it negative, harming Pandey’s brand image. Although the agency later apologized for the distress caused, they emphasized that the stunt had successfully met its main objective: increasing awareness.
Pandey’s actions resulted in cervical cancer-related searches becoming one of the most searched topics on Google. They acknowledged that their controversial methods sparked debate, but argued that if the stunt indeed helped to increase awareness and save lives then it served its purpose.
Professionals in the influencer marketing industry in Singapore and Malaysia were divided on the Pandey and Schbang stunt. Nirote Chaweewannakorn, head of talents in Southeast Asia at Gushcloud International, stated that he had no issue with the concept. However, he criticized the execution, suggesting Pandey should have revealed the stunt’s true intention sooner. On the other hand, Kausern Hieu, CEO of Nuffnang Malaysia, argued the stunt was original and effective in raising awareness, especially since audiences on social media have become desensitized. However, he also noted that Pandey’s actions were dishonest and caused severe emotional distress, which led to a loss in trust and could potential damage her future brand partnerships.
In terms of publicity stunts, these tactics undoubtedly grasp attention, but also raises concerns for future campaigns involving influencers. Consumers are increasingly losing trust in these influencers, as indicated by a January 2024 report by Impact.com. An October 2023 report suggested that 72% of consumers count on the authenticity of influencers’ recommendations, showing how important genuine and trusted advice is in affecting consumer behavior.
Lastly, a similar event occurred in Taiwan, where influencer Chen NengChuan, known as GoodNight Chicken, faced legal charges for faking his kidnapping. Through these instances, important discussion on the authentic behavior and responsibility of influencers remains ongoing.
Source: Faking death and kidnapping: Are influencers pushing marketing gimmics too far? .
