Bombay Shaving Company recently found itself in hot water over an advertisement featuring Prachi Nigam, the impressive UP Board exam topper. Unfortunately, Prachi, who scored 98.5%, faced trolling online for her facial hair. The company aimed to stand by her through a heartfelt message but stirred controversy instead.

The ad’s main message to Prachi was clear: “Dear Prachi, they are trolling your HAIR today; they’ll applaud your A.I.R. (All India Rank) tomorrow.” 

However, the final line, “We hope you never get bullied into using our razor,” sparked outrage. People felt it trivialized Prachi’s struggles and exploited her situation for marketing.

Social media erupted with criticism, accusing Bombay Shaving Company of insensitivity and opportunism. Many argued that the ad reinforced harmful beauty standards and belittled Prachi’s experience. Some even called it “absurd” and “disgusting.”

The Advertising Standards Council of India (ASCI) also weighed in on the controversy, potentially signaling serious consequences for Bombay Shaving Company. ASCI CEO Manisha Kapoor stressed the need for responsible marketing, cautioning that ‘moment marketing can be a monumental disaster if not handled properly.’

The ad, shared by Bombay Shaving Company’s C.E.O. Shantanu Deshpande, aimed to express solidarity with Prachi but missed the mark. Instead of empathy, it evoked anger and disappointment among the public.

It’s essential to approach advertising with sensitivity and thoughtfulness, as demonstrated by this incident. Although the intentions may have been pure, the execution missed the mark. This situation serves as a reminder that brands should be cautious when addressing sensitive issues such as bullying and body image.