After the Class X UP board topper, Prachi Nigam, was demeaned by social media users for her facial hair, Bombay Shaving Company – a grooming brand – issued a full-page newspaper advertisement in an apparent act of ‘solidarity’ with the teenager. Instead of writing a message for those who bullied the girl on the internet, the brand, it seemed, decided to use her name to underhandedly promote their own razors.
The ironic part, however, is the line at the bottom of the ad, which reads: “We hope you never get bullied into using our razor.” The ad makes one think for a moment; is the company really worried about the impact the criticism has had on her? If yes, then using Nigam’s name in a so-called goodwill message has gone wrong.
What BSC has done can simply be defined as opportunism. Whether they had her consent or not is not known. But the ad makers were clearly not razor sharp in their campaign, which only makes the brand look dud. They are no different from lakhs of people online who laughed at her facial hair.
Virality has become an epidemic in today’s world and children often become its victims. Nigam’s story is a stark reminder of the pervasive influence of societal norms that prioritise appearance over substance, perpetuating harmful stereotypes and unrealistic expectations. When
something or someone goes viral on the internet, it allows brands and social media influencers to capitalise on the moment. And they really know how to strike the iron while it’s hot.
The brand has tried prying on the fate of the UP topper. It hasn’t taken her side. I am not aware of advertising jargon, but this one is worse than a surrogate advertisement. Because here, it’s not a product that acts as a vessel for the intended promotion but a teenager who may already be in a fragile state.
Create a culture of kindness
The commercialisation of Nigam’s ordeal by Bombay Shaving Company highlights the impact of the commodification of human experiences for profit. By exploiting the young girl’s story to sell their product, the company perpetuates the same harmful stereotypes that contributed to her plight in the first place.
It reduces her struggle to a mere marketing gimmick, devoid of genuine concern for her well-being. Furthermore, the fixation on the young girl’s facial hair detracts from the broader issue of cyberbullying and online harassment.
What goes on the internet, stays on the internet. And when someone’s photos or videos go viral for the wrong reasons, it is really quite impossible for them to recoup from the impact of it.
While the young girl said in a recent interview that she is okay with the way God made her, will society and the internet let her be? Her photos can be shared again and again, serving as a constant reminder of how she was bullied for her looks at one of the most important moments of her life. I hope the right to be forgotten soon becomes a real thing in India.
Viral images are so permanent that they can become ingrained in the collective consciousness of society. They have the power to evoke strong emotions and provoke widespread discussion. The whole incident highlights the need for greater awareness, education and creating a culture of kindness.
Views are personal.
(Edited by Zoya Bhatti)
Dear Prachi,
Congratulations first. On reaching the top and for trying to shut the trolls with a strong attitude. But be forewarned. These sort of people are now lurking everywhere. In the form of corporate HR teams who will decide whether a candidate is eligible or not by her looks, style, dress etc , in the form of bosses who dont promote juniors because they dont party with them, drink and dance etc… The quality of the job done is very low on their list.
Let this meanness make you aim at a career path which allows you to shine based on your hard work ,talent and where the country benefits.