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The age of offensive ads

In a bid to grab attention and get the chatter going on social media, advertisements are getting edgier, but they are also offending more people more easily

Alnoor Peermohamed  |  Bengaluru 

It takes very little to start a fire on the internet. Ask India's new economy companies that seem to have mastered the art, with the latest controversy being stirred by India's largest e-commerce marketplace Flipkart.

Its recent campaign has offended the Gorkha community - they have objected to being cast in a stereotype that they have long struggled to overcome. The protests first erupted on the Internet and then, following a by now familiar trail, stepped offline and ended up as a plea in the courts. While Flipkart has amended the advertisement to remove the depiction of the ...

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First Published: Wed, August 31 2016. 21:15 IST