Humor is a tricky business. It’s hard to predict what will do well, or what will fall flat on its face. And in today’s charged, angry environment, what will be construed as offensive.
Humour website Scroll Droll put up a series of image creatives for Janmasthami. For the most part they were innocuous, but there’s one that some users didn’t take too kindly to.
— Sir Ravindra Jadeja (@SirJadejaaaa) August 26, 2016
The creative shows Lord Krishna looking up for “extra long sarees” on Myntra as the iconic scene of Draupadi’s undressing in the Mahabharta plays out in the background. In this famous passage from the Hindu epic, Draupadi’s modesty is saved by the virtue of her saree being magically infinitely long.
The creative is quite funny, and takes a modern take on an event from a ancient text. But some twitter users didn’t think so.
— MODIfied Ritesh (@riteshverma777) August 26, 2016
The conversations soon took a religious turn.
To say no 1 will tolerate if Hinduism is taken for granted
Soft target we are!!
Try doing this with Islam #BoycottMyntra
— Swati (@swati_m_t) August 26, 2016
— राव साहब ™ #NSG (@rajendrrao) August 26, 2016
With the outrage, the hashtag #BoycottMyntra soon started trending on Twitter. But Myntra, as it turns out, had nothing to do with the creative. It was the work of Scroll Droll alone.
We did not create this artwork nor do we endorse this. https://t.co/EWyWUEsky5
— Myntra (@myntra) August 26, 2016
We take up the responsibility of this artwork. Myntra is nowhere associated with it directly or indirectly. (2/2) https://t.co/2mYwpaWZhg
— ScrollDroll (@ScrollDroll) August 25, 2016
Users unhappy with the creative directed their ire at Myntra, the more recognizable of the two brands featured on the image.
It’s an unfortunate situation for Myntra as it has ben dragged into a controversy for no fault of its own – Scroll Droll had clearly used its logo without its permission. This also explains its parent company Flipkart’s reluctance to having its logo used when a blogger had started a poll asking people if they preferred it to Amazon. Flipkart had then been criticized for being high handed in its approach regarding the use of its logo then. But these incidents show that brands need to be careful about where their logos are used.