Kerala jeweller's Pakistan's Independence Day ad gets close to 1 million 'likes'

KOZHIKODE: A major Kerala-based jeweller put up an advertisement related to Pakistan's Independence Day celebrations on its Facebook page that garnered close to a million 'likes', but subsequently withdrew it claiming that the international agency handling the company's marketing had merely been targeting country-specific customers.

Ignoring Indian sensibilities -particularly touchy after Pakistan has provocatively upped the ante on Kashmir -the ad on the Facebook page of Malabar Gold and Diamonds exhorted customers to "participate in the Pakistan's Independence Day Quiz with Malabar Gold and Diamonds and you could win some exciting gift vouchers".

Malabar Gold clarified that the international agency that is looking after its marketing in other countries created the ad. "We have branches in Gulf countries and the international agency that is handling the business shape marketing strategies targeting each customer group. Re cently they designed a campaign for the Philippines and the success of the campaign might have prompted the agency to look for more such ventures," said Amjad Hussein, marketing director of Malabar Gold in India.

Commenting on the controversy Raju Menon, Director, Maitri Advertising said, "If you look at the Gulf market, there are so many Malayalis, so many Indians. And if they react, it would be detrimental to the company. A big company like Malabar, I am sure, would have done their research. Considering all the tension in Kashmir right now, being an Indian I would not do such a thing."